US2185392A - Advertising novelty - Google Patents

Description

Jan. 2, E940. L; H. AMDUR 2,185,392

ADVERTISING NOVELTY Filed Jan. 18, 1939 INVENTOR Patented Jan. 2, 1940 UNlTED STATES FATENT OFFICE ADVERTISING NOVELTY Leon H. Amdur, Brooklyn, N. Y. Application January is, 1939, Serial No. 251,559

10 Claims.

This invention relates to advertising novelties and the like.

Broadly, the invention contemhe the outline of an object or otherwise haritself.

The novelty of this invention may be incor-, porated as part of an otherwise regular magazine, hook, booklet, folder, and the like, or it may be employed as a separate piece.

Instead of slitting the three sides of the flap or flaps, these sides may be perforated, scored or the like, which must be broken in order to enable the flap to be opened, so that the reader is given the privilege of opening the flap himself and being the first to read (at least in that particular articie) the message there appearing. The top and bottom edges of the pair of succeeding sheets as well as the free edges, may be closed or sealed. In this case there may be deposited between the closed sheets (which thus form a pocket), a card, slip, coupon, premium or the like, which can only be abstracted through the flap, which must be first folded back and, where the three edges are perforated rather than slit, must first be 40 hrokenin this manner positive assurance is had that the recipient of the article or the purchaser of the magazine or book will find the coupon or premium intact.

For the attainment of these and such other objects as may appear or be pointed out, I have shown embodiment of my invention in the accompanying drawing, wherein:

Fig. l is a perspective view of a magazine showing the advertising novelty of this invention incorporated therein;

Fig. 2, likewise in perspective, illustates one manner of inserting the novelty in a magazine or book;

Fig. flaps;

Fig. 4-. illustrates the perforated edge flap;

5 shows the invention applied to a single piece, shown opened out; and

Fig. 6, in perspective, shows the invention applied to a book or magazine, the sheets being sealed on three sides to form a pocket for containing a card, premium or the like.

In Fig. 1 is represented a book, magazine, booklet or the like I, in a certain part of which moreparticularly, between group of pages 2 and group 3-is incorporated the novelty of this invention. The free edges 6 of two succeeding sheets, namely, i and 5, are closed (as will be more fully described presently) so as to conceal the printed matter on the inner pages of the said pair of sheets. For convenience the first page (exposed) of the pair of sheets t and 5 is given a page number 35. In the exposed page (folie 35) of sheet t is formed a flap if? as by slitting three sides, namely, ll, l2 and it, thereof, leaving the fourth side I l intact and uncut. There may be provided, as on side 12, a small finger nail recess Hi, to facilitate the opening of fiap it. The finger nail recess may be cut into the flap (as id in Fig. 1) or it may be cut into the sheet bordering the flap (as l5 in Fig. 2).

The flap ill, which need not have a rectangular shape as shown, nor be oriented in the particular position shown, may form part of a picturization printed on exposed page 35 and be harmonized therewith; the flap may define an object depicted in the said picturization, the sides, ll, i2, 53, M forming the outline of the object or other matter which preferably would be an essential element of the picturization or advertisement. Instead of a single flap (as in Fig. 1) there may be provided a plurality of flaps, as will be described in connection with Fig. 3.

The exposed page of sheet 5 (folio 35) is thus effective to conceal or cover the printed mat' ter appearing on the facing page of sheet 5 (folio 37), more particularly, flap Iii conceals or covers certain printed matter appearing on said folio 37, which can only be discerned or read by opening the flap by folding it back on its uncut edge N (as shown in dot-and-dash lines in Fig. 1). By thus swinging back flap H3, not only is the message appearing oninner folio 37 brought to light, but also the printed matter on the reverse side of the flap itself becomes readable.

The flap (or flaps) may be formed in the first page (folio 35) of thefirst of the two pair of succeeding sheets 4 and 5, as has been shown in hated Fig. 1, or the flap (or flaps) may be formed .in the second sheet 5 (which wouldbe folio .38) as shown in dotted lines in Fig. 'l and desiglEl, or flaps may be provided in both sheets.

The free edges 6 of the pair of succeeding sheets may be closed adhesively or the sheets may be formed by folding a larger blank and leaving the fold therein. Where the novelty is to be incorporated into a magazine, book or pamphlet or the like, the manner of insertion shown in Fig. 2 might be preferred. Sheets 4 and 5 together with sheet I (which forms folios 33 and 34, as will be seen) are formed from a large (triple sheet) blank, folded to form fold 6 and fold ii. This is inserted where required in magazine or book i, Fig. 2, with fold 6' at the outward edge and with fold 8 at the inner edge, where it is bound together with the other sheets of the magazine or book. It is understood that the inserted sheets l5l will have the'flap or flaps already formed therein. If the magazine or book is to be trimmed subsequently to the insertion of the novelty sheets. fold 6 will be made short so as to escape the trimming knives. The sheet 1 may be omitted and the two sheets 4 and 5 bound in the volume at edges 8, or a short extension strip (not shown) may be provided for the binding operation.

Instead of a single flap as H], Fig. 1, there may be provided a plurality of flaps such as Iii, ll, Fig. 3, the flaps forming part of the picturization. In Fig. 3 this is the representation of a dwelling, and flaps l6 represent windows and flap it, the door. Flap i1 is similar to flap Iii, being slit on three sides and foldable on the fourth, uncut side (the hinged edge of the door). The window flaps may be similar; in Fig. 3, these (iii) are shown as double, i. e., comprising two halves E60. and lfib foldable, respectively, on uncut sides 14a and Mb.

Instead of being slit, the three edges H, l2 and I3, see Fig. 4, of the flap may be perforated, scored or otherwise treated, so that these edges must be broken before the flap can be opened. There may be provided an opening 58 for the insertion of the finger tip or an instrument to inaugurate tearing along the perforated edges.-

In addition to the slit along three sides of the flap, as in Fig. 2, the fourth side, designated M in this figure, may be perforated or scored, so that not only the flap be opened on side id but the entire flap it) (which might constitute a coupon, mailing card and the like) might be removed by severing along perforated, edge I l.

The invention, in any of the forms above described, may be applied as a single piece, i. e., divorced from a book, magazine or the like; this is shown in Fig. 5, wherein the sheets are designated, as before, i and 5, and the flap, H}. The single piece novelty is formed from a blank, as shown in Fig. 5, which is folded on line 20 to bring free edge 6 on line 26 and adhesive edging 2! folded thereover to seal that edge; top adhesive edging 22 and bottom adhesive edging 23 are then folded over to seal the top and bottom of the piece. all sides; and the sole or dominant message intended to be conveyed is discerned by opening flap m, the three edges of which may be slit or perforated, as already described. The two sheets may have their three edges attached together by means of adhesive applied to the sheet along and close to these edges without the pro- The piece is thus sealed on vision of the edging strips or extensions 2|, 22 and 23.

A similar closing of all three edges may be applied where the novelty is incorporated in a book or magazine, as shown in Fig. 6. Edgings 2|, 22' and 23', coated with adhesive, formed as extensions of sheet 5, are folded over the corresponding edges of sheet 4 and sealed thereover. Flap iii in sheet 4 (or in sheet 5) provides the means for reading the concealed message. Instead of providing edges to close the edges as shown, these edges may be sealed together by means of adhesive applied to the sheet close to and along the edges. The outer edge may be folded as in Fig. 2, requiring only the top and bottom edges to be closed adhesively, with or without the use of edging strips.

Where all three edges are closed, whether in the single piece novelty of Fig. 5 or whether incorporated in a magazine or book as in Fig. 6, a pocket or compartment is formed in which may be placed a coupon, card, premium or the like 9, which can be abstracted therefrom only through the flap I0. Where the three edges of the flap are not slit but perforated or scored, as shown in Fig. 6, assurances are provided that the card, ticket, coupon or premium will be abstracted by no one except the recipient of the magazine or book, to whom it comes with the seal-fiap perforationsunbroken.

Although for ease in illustration and description, the flaps have been shown as rectangular, it is clear that they may be made of any desired shape or outline, having either straight or curved sides, and may be either symmetrical or irregular.

I claim: I

1. In a novelty of the class described, a plurality of sheets constituting a book, a pair of successive sheets of which are closed together along the edges thereof, a fiap formed in the exposed page of the first of the said pair of sheets adapted to be. folded back to expose the reverse side of the flap and the inner page of the second of the said pair of sheets, and a flap formed in the said second sheet adapted to be folded back to expose the reverse side of the flap and the inner page of the said first sheet.

2. In a novelty of the class described, a plurality of sheets constituting a book, a pair of successive sheets of which are closed at the top, outer and bottom edges to form a pocket adapted to contain therein a. card or the like, and a fiap formed in one of the sheets adapted to be folded back to gain access to the said pocket and the said card contained therein.

3. Ina novelty of the class described, a plurality of sheets constituting a book, a pair of successive sheets of which are closed together along their edges to form a pocket adapted to contain therein a card or the like, and a fiap formed in one of the said sheets by perforating along a. portion of its perimeter, the said flap being adapted after severing along the said perforation, to be folded back on the unperforated perimetric portion to gain access to the said card contained in the said pocket.

4. In a novelty of the class described, a plurality of sheets constituting a book, a pair of successive sheets of which are closed together along the edges thereof, a flap formed in one of the said sheets by perforating along a portion of its perimeter, there being an opening for the insertion of the fingertip or an instrument to inaugurate the severance of the said perforation, the said. flap being adapted after severance, to be folded back on the unperforated perimetric portion.

5. In a novelty of the class described, a plurality of sheets constituting a book, a pair of successive sheets of which are closed together along the edges thereof, and a flap formed in one of the said sheets by perforating along a portion of its perimeter, the said flap being adapted after severing along the said perforation, to be folded back on the unperforated perimetric portion.

6. In a novelty of the class described, a plurality of sheets constituting a book, a pair of successive sheets of which are closed along edges thereof, the exposed page of one of the sheets bearing thereon a picturization, and at least one flap, the outlines of which define objects or parts of the said picturization, formed in the said sheet by slits along a perimetric portion thereof, and adapted to be folded back to expose the inher page of the said succeeding sheet.

7. In a novelty of the class described, a plurality of sheets constituting a book, a pair of succeeding sheets of which are closed together along the outer, bottom and top edges thereof, the exposed page of one of the said sheets being provided with a flap severable along a portion of its perimeter and foldable on the unsevered portion thereof, to expose the inner page of the said succeeding sheet.

8. In a novelty of the class described, a plurality of sheets constituting a book, a pair of successive sheets of which are closed together along the free edge thereof, and at least one flap formed in one of the said sheets, slit along a portion of its perimeter and adapted to be folded back on the uncut perimetric portion.

9. In a novelty of the class described, a plurality of sheets constituting a book, a pair of succeeding sheets of which are closed together along edges thereof, the exposed page of one of the sheets bearing thereon a picturization, and at least one flap formed in the said sheet, the outlines of which define an object or part of the said picturization, the inner page of the said succeeding sheet bearing thereon a further picturization, the said flap being adapted to be folded back to expose the said inner page, the picturization of which harmonizes at the said opening with the picturization of the exposed page of the first mentioned sheet.

10. In a novelty of the class described, a plurality of sheets constituting a book, a pair of successive sheets of which are connected together by an uncut fold, and a flap formed in one of the said sheets adapted to be folded back to expose the matter printed on the inner page.

LEON H. AMDUR.

Images