INSERTS A Crash Course for Beginners

Mechanical sandwiching
Blow-ins, or loose inserts, are inserted in a non-specific place in the magazine in the final stages of the binding process.
Loose inserts require a gripper edge enabling mechnical handling. Because the process is automated, the insert must be completely flat, without any protruding parts that might obstruct the machinery.
"Weight, again, is an important issue," says Äikää. "Heavy inserts are easy enough to put in, but they also fall out easily during postage or when the magazine is handled at the newsstand."
If a magazine already contains a tip-in or other type of insert, there may not be enough room for additional blow-ins. This depends on the magazine's thickness, page number and binding method.

Perfect-bound or saddle-stitched?
Bind-ins are either glued or saddle-stitched in place. A bound insert is incorporated in the magazine just like any other ordinary signature. An extra print margin must be allowed for trimming and gluing, the width of which varies with the product and the printing house. Like tip-ins, a bind-in can be positioned between any two signatures in the magazine, although printers do not recommend placement of bound inserts directly adjacent to the inside front or back cover.
A saddle-stitched insert is bound through the centre of the magazine using wire staples, which poses certain restrictions on insert positioning. Ideally, the insert should occupy the centre spread.
If a saddle-stitched insert is identical in size to the magazine, an extra lip at the back of the insert will make gripper handling significantly easier.
Extra material can also be added in the form of a cover wrap, which is an additional cover either stapled or glued to the magazine.
Bound and saddle-stitched inserts come in a range of different shapes and exotic materials. They can be embossed with a special raised image or made wholly of plastic. Again, it is best to check the technical details in advance with the printing house.

Bags of opportunity
After the magazine is bound, it can be sent on for further processing on the packaging line. One option is polybagging, which enables the magazine to be delivered together with another publication or with a bonus giveaway such as a lipstick sample.
Loose items are usually polybagged exterior to the magazine, but if the advertiser wishes to place a bagged insert inside the magazine, this can be done in the final packaging stages.
As a finishing touch, a stick-on label can be added to the exterior of the magazine or the plastic wrap. Special offers can also be advertised by printing an eye-catching message on the polybag.

If you plan to enclose a promotional insert in a magazine, the first question is: what type? Tip-in, blow-in, bind-in or cover wrap? Confused already? Read on for a crash course in the basics of ‘insertology'.

There are basically three different types of insert. A ‘tipped' (glued) insert is the best choice if you wish to physically attach promotional material such as a product sample. The simplest and most widely used option is the ‘blow-in', or loose insert, which, as the name suggests, is slipped between the pages of the magazine and falls out when it is opened. A bind-in is an insert that is physically bound to the publication, and these come in two varieties: perfect-bound and saddle-stitched. A polybag, in turn, is a plastic wrap around the magazine that offers a variety of creative alternatives for enclosure of promotional material.

Whatever method you choose, a few basic points need to be considered prior to production.
"The page size of the magazine naturally determines the maximum dimensions of the insert," says Jarkko Äikää, Hansaprint's Key Account Manager.
"The chosen method, in turn, dictates the minimum size limit. The number of inserts we can put in any given magazine depends on the total page number. For instance a 100- page magazine can contain several inserts, depending on whether the magazine is produced of 16, 32 or 48 page sheets."
The designer of the insert should also consider the mode in which the magazine is distributed to the reader. The local postal service may have issued specific guidelines on the permitted size, shape and packaging of mailed magazines.
"The main problems usually arise with product samples, individually bagged items like panty pads, preferred-position inserts and exotic materials. Problems sometimes also arise if we are working under time constraints and the client gives us vague instructions. It's always wisest to consult with the printer beforehand to make sure that the product is technically feasible. Ideally, the insert should be tested in advance," says Äikää.

What a drop of glue can do
Tipped inserts are the best choice for incorporating a promotional sample such as a face cream. The sachet must be free of air bubbles, and the cream should fill no more than one third of it. The sachet additionally requires an extra ‘lip' or margin to allow for easy handling with grippers and suction pads. Pressure-resistance is also important, as the sachet must withstand the 2 000 kg weight of the three-knife cutter on the bindery line.
A tip-in is a single page or card that is attached to the magazine with a thin strip of paste on its inside edge. The insert's placement depends on the magazine's size, page number, and page order, but it is technically impracticable to place a tip-in directly opposite the inside front cover.
"If the customer wants to place a tip-in in a particular position on the page, it's best to check in advance with the customer service manager. We can align any insert with 5 mm accuracy both vertically and horizontally," says Äikää.
Excess weight can be a decisive technical obstacle in the binding process, and a heavy insert can significantly slow down the bindery line. Friction is another important factor: if the insert has a slippery gloss coating, this can present difficulties in the gluing process.