Definition of matchbook cover

protective covering on a book of matches that is frequently used as an advertising medium. Advertising messages may be printed on the outside or inside cover and then distributed locally, regionally, or nationally as the matchbooks are distributed. Local institutions such as clubs, hotels, restaurants, or the like often use matchbook covers as a method of advertising. Usually in this case the institutions pay for imprinting the covers and will distribute the books themselves. A regional or national advertiser can purchase space on matchbook covers through a sales agent or service agency, who will then see to the distribution of the matchbooks through established trade channels. Advertising rates are based on the quantity of matchbooks ordered, with the minimum order typically one or two million. The space available on each standard-size cover is 96 agate lines-51 outside and 45 inside. Advertising on the outside cover may use up to four colors, but inside space requires the use of only one color. Studies indicate that 99% of all smokers carry matchbooks at one time or another and that 45% of those carrying matchbooks can name the advertisers on the books they are carrying.