Definition of preprinted insert

enclosure in a newspaper or magazine that is produced by an advertiser and submitted to the carrier publication in final form. Preprinted inserts are often used by advertisers who want to use a heavier paper stock than the carrier publication and/or who want to have control over print quality and color. For example, a folder with high-quality color reproduction might be used to promote a high-end interior design firm in a local newspaper. The advertiser bears the cost of printing and shipping the insert to the carrier publication. Preprinted inserts may also be multipage advertisements, booklets, brochures, reply envelopes and cards, or other promotional material created for more than one channel of distribution. For example, a business-to-business sales brochure might be inserted into copies of a trade publication slated for distribution at a trade show.