Inserting CDs: The Simpler and Cheaper Way
They’ve been polybagged, bound, patched, foamed and mounted together. Magazines and CDs/DVDs have experienced every form of marriage feasible, but some couplings have proven to be more effective than others—cost-wise and otherwise.
Before making any business decisions, it’s a good idea to know your options, says Frank Hudetz, CEO of Solar Communications, a multinational provider of marketing and production services, in Naperville, Ill.
Hudetz summarizes the three primary disc-insertion options available—ride-alongs, mounts and bind-ins. “The ride-along option is when a disc is placed in a wallet or sleeve and is then simply placed on the magazine, and the two are over-wrapped,” he says. “The mount involves the mounting of the disc onto the magazine with a patch. Discs can be mounted inside a magazine or on the cover.” Hudetz says the cover-mount option is popular in Europe, where most magazines are distributed through newsstands and not through the mail. In the United States, regardless of the size of the print run, the bind-in method is the most popular option, involving a CD or DVD bound into a perfect-bound or saddle-stitched magazine via a carrier card, sleeve or patch.
“A variation of a bind-in might include a gatefold within a saddle-stitch format, which allows the advertiser plenty of room for promotional messages,” says Hudetz. “We worked with one publisher who wanted to associate a mini CD with its editorial. There was a three-panel piece that included the mini CD on page two of a six-page insert. That piece was bound into the magazine with the objective of creating more interest in the editorial.”
Thoughts and Costs to Consider
While the options are plentiful, Shawn Larson, production director of Transworld Media—a publisher of sports magazines, such as Transworld Snowboarding, Surf and Skateboarding, in Ocean Side, Calif.—says the decision to choose a disc insertion primarily comes down to cost, which varies depending on the project.