Outsert

An outsert is a four-page card wrapped around and attached to the outside of a magazine or other publication. Its purpose is to advertise a product (such as a subscription and/or free gift) and also to act as a flag for the publication to distinguish it from other titles on newsstand shelves. The outsert was first used on Running Magazine in the UK in 1981. The effect is to draw the attention of the browser to the magazine. Research shows the outsert increases sales of the publication. The best performing outserts use a single, bright colour to contrast with the magazine cover.