the flap
TRANSCRIPT
Moread revenue and
single copy salesfor magazines
Peter VandevanterVP of Business [email protected]
303.513.3865
Evolution of the FlapEvolution of the Flap
Definition – a page wrapped around the spine of a periodical, or glued on top, so as to appear as a narrow flap or partial page. Also spadia or spadea.
Magazine StyleMagazine Style 1992 – THE NEW YORKER
1994 – HARPER’S MAGAZINE
2000 to present - Dozens of
magazines
WHY?WHY? “Give the single-copy buyer more
information about content in the issue”• Peter Kendall, associate publisher, Harper’s
Magazine
“. . . tell prospective readers about the issue’s content without impinging on the full-page illustration that constitutes the cover itself.”• Mary McCarthy, deputy editor, The New Yorker
What’s NewWhat’s New Personalization/customization
• Each flap can be different
- Can include subscriber’s name
• Target advertising
- With style and uniqueness
• Printed on variable, inkjet presses
- 10,000 flaps an hour – each one different, if desired
CollaborationCollaboration We sell the advertising on inside
flap
• You define your audience(s) and weplace national, local, direct response and/or per inquiry advertising.
• The Flap costs you nothing; we print and deliver
• When you have advertisers you want to place on the Flap; you keep all the revenue.