A single sheet of paper, printed on one side or two, folded for mailing or direct distribution, and opening into a single, large advertisement.

A useful device when a publishing project has a large story to tell, as with a dietary supplement or encyclopedia. Usually folded down several times and distributed as a self-mailer.

A broadside is a tool often used in direct mail when the advertiser’s message is lengthy or requires illustration and needs hard-hitting impact. Larger than a typical folder in a business envelope, a broadside can also be used as a store poster or window display. The advertising message is printed in bold type in one or more colors on one side of heavy stock paper, and by virtue of its size delivers a forceful impression. In direct mail advertising, the broadside is folded to a compact size, which can be mailed or delivered personally.

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