Guidelines for Uniform Advertising Inserts
Newspaper insert advertising is a rapidly growing, highly successful means of marketing products and services. Inserts can be distributed to local markets and target narrowly, to best serve individual advertiser needs. Newspapers offer advertisers the ability to reach targeted markets — broad-based or niche — more effectively than ever. To offer these services and still meet the distribution deadlines, newspapers are using highly mechanized and automated packaging process for insert.
Inserting/collating machines used by newspapers are capable of accurately processing a variety of inserts at relatively high production speeds. However, these machines are sensitive to the physical characteristics and the delivered condition of inserts. Accuracy of insert processing and the final quality of insert packages depend on the physical characteristics of the incoming inserts. For example, a thin insert printed on glossy stock is very likely to cause inaccuracy — the hoppers may fail to feed it, may damage it during feeding or may feed multiple inserts into a single package. Damaged or poorly stacked inserts may cause paper jams in the machines and can reduce the accuracy and the productivity of inserting /collating operations.
To promote this message to advertisers and commercial printers the NAA Packaging and Distribution Committee has developed a template of Recommended Guidelines for Uniform Advertising Inserts, presented in the following pages. It is designed to help newspaper insert advertisers and printers design and produce inserts that meet the parameters and requirements of newspaper packaging and inserting equipment.
Insert advertisers need to know that complying with these insert specifications is an important factor in assuring the successful distribution of the inserts to all intended readers. Out-of-spec inserts should be accepted with the understanding that, although reasonable measures will be taken to minimize waste and maximize accuracy, the agreed-upon level of accuracy
The Guidelines for Uniform Advertising Inserts presented here is an NAA recommendation and not currently an industry standard. It is an evolving document and your comments or questions are welcome. Please e-mail them to Randy.Bennett@naa.org
Mechanical Specifications for Rectangular standard Inserts
|Maximum size:||12" long (along the folded edge)
10" wide (perpendicular to folded edge)
|Minimum size:||5" x 7"; this includes cards, envelopes
8" x 10Â½" for quarter-folded inserts. No magazine-type section should be smaller than quarter-fold (half tabloid) size.
|* Maximum thickness:||1/4" maximum thickness. Standard broadsheet inserts printed on 30-lb. newsprint should be limited to 96-pages.|
|* Minimum thickness:||.005" minimum thickness for single-sheets/cards/envelopes. Standard broadsheet inserts printed on 30-lb. newsprint should be 8-pages minimum. Inserts of less than 8-pages may need to be quarter-folded for insertion. Standard tabloid-page inserts printed on 30-lb. stock should be a minimum of 8-pages.|
Inserts with the following characteristics may pose problems for machine insertion. Please check with your sales representative and arrange to test these inserts for production capability before placing an insertion order.
Some of these out-of-spec inserts may be accepted as product samples and may be hand inserted in the field by carriers at an additional cost.
Polybags/Newsbags from Advertisers (bags for or with product sample)
Lead Time and Deadlines
Shipping and Delivery Requirements
Highlights of the ANSI Standards Requirements
Note: If product can be stacked "face down," the feeder will be able to remove, condition and feed product without flipping product over. Product will drop face up in jacket.
Compliance with Published Guidelines
Glossary of Terms
Broadsheet: It is the largest size page that can be printed on the press. There is no standard size of the page as it depends on the width of the newsprint roll used and press cutoff size. A common single page broadsheet dimension (not folded) is approximately 12 ½" wide by 21" deep. The text on a broadsheet is aligned in the direction of the web motion as it is printed. One broadsheet page equals two tabloid pages.
Kraft Jacket: A single or multiple-page kraft paper cut and folded as newspaper product designated for use as a container or cover for the inserts or other newspaper products. Typically, jackets must have unequal dimensions around the tabloid fold so that they can be opened mechanically to receive inserts.
Insert: Also known as "Free-Standing Insert," ad insert, or commercial insert. A printed advertising product that contains no editorial content and is distributed by a newspaper. It does not include sections or products printed by a newspaper as a part of its editorial product.
Jacket: Any single-page or multiple-page folded newspaper product—such as preprinted section(s), comics, kraft page, or main section—designated for use as a container or cover for the inserts or other newspaper products. Typically, jackets must have unequal dimensions around the tabloid fold so that they can be opened mechanically to receive inserts.
Misses: Intended inserts that are not delivered by a hopper to a newspaper package during an inserting process. It is an error and a fault of the machine hopper.
Multiples: Two or more identical inserts delivered by a hopper to a newspaper package during an inserting process. It is an error and a fault of the machine hopper.
Pad: Additional quantity of inserts necessary to compensate for damaged and/or out of spec inserts and distribution variances such as single copy returns.
Page: For inserting operations, a page usually means a tabloid-size page rather than a broadsheet size. Two tabloid pages equal one broadsheet page. There are no fixed rules to describe insert packages. It is important to be aware of the dimensions whenever page quantities are being discussed.
Pallet: A platform used to stack and transport printed products, designed for handling with hand trucks, forklift trucks, and other handling equipment. A pallet looks like a skid, but is sturdier, since it has both a top and a bottom deck. A traditional skid has only a top deck. A pallet can be accessed from all four sides by a forklift or a pallet truck. A skid may be accessed only from two sides.
Repairs: The method of correcting misses in a package during the inserting process, by either manual or mechanical means.
Sample: Generally, a small consumer product distributed to households free of charge to them.
Single Sheet: A one-page newspaper insert, usually letter size (8 ½ "x 11").
Tabloid (TAB): A publication format with a single page dimension of one half that of a broadsheet page. A common single page tabloid dimension is approximately 10 ½" wide by 12 ½" deep. The text on a broadsheet is aligned perpendicular to the direction of the web motion as it is printed. 2 tabloid pages equal one broadsheet page.
Total Market Coverage (TMC): A strategy in which an advertiser distributes an advertising product to every household in an area. For a newspaper, it means being able to deliver an insert to subscribers as well as non-subscribers in a particular zone.
Zone: A geographic region in which a newspaper can provide or exclude distribution. It can be used to identify a large, multiple-ZIP-code area (such as ROP zone), or a small geographic area (such as a sub-ZIP-code zone or a microzone)