Abstract:
A device for use for promotional purposes includes first and second cover portions one overlying the other, with generally coextensive side edges in at least a portion thereof. The overlying cover portions define a space therebetween. An arm having a first end and a second end, wherein the first end is rotatably coupled between the first and second cover portions such that the arm can be deployed from a storage position in which the arm is located between the cover portions to an operative position in which the second end is located outside the cover portions.

Description:
CROSS-REFERENCE TO RELATED APPLICATION 
       [0001]    This application is a continuation of U.S. patent application Ser. No. 12/271,283 filed Nov. 14, 2008, which is a continuation of U.S. patent application Ser. No. 10/969,243 filed Oct. 21, 2004, which claims the priority of British Application Nos. GB 0324783.0 filed Oct. 23, 2003 and GB 0416503.1 filed Jul. 23, 2004, the priority of which is also claimed herein. The subject matter of the foregoing foreign applications is incorporated herein by reference. 
     
    
     BACKGROUND OF THE INVENTION 
       [0002]    This invention relates to a device for use as a bookmark or for promotional purposes, which may carry advertisements, promotional material and other information. 
         [0003]    It is desirable for advertisers to distribute advertising copy and promotional material specifically directed to particular socio-economic groups. For example, advertisements may be placed in magazines and other periodicals with advertising copy specifically tailored to the profile of the readership of the individual titles. Presently, books are published and sold on a great variety of subjects, appealing to different groups of people in society. 
         [0004]    Hitherto, bookmarks have been proposed with features that perform more than just marking the last read page of a book. For example U.S. Pat. No. 5,462,006 discloses a bookmark with a pocket to receive photographs and potpourri whereas U.S. Pat. No. 6,446,803 discloses a bookmark attached to the spine of the book providing a pocket for inserting pens. 
       SUMMARY OF THE INVENTION 
       [0005]    In accordance with the invention there is provided a device for use as a bookmark or for promotional purposes which can be used to carry advertising messages and removable items that can comprise adverting material or promotional items. When used as a bookmark, the advertising and promotional material can be specifically tailored to different subject matter book titles, and individual versions of the bookmark with specifically tailored advertising material may be distributed with books of corresponding subject matter category at their at their point of sale. 
         [0006]    According to the invention in one aspect there is provided a generally flat device for use as a bookmark or for promotional purposes comprising: first and second cover members of sheet material one overlying the other, with generally coextensive side edges in at least a portion thereof, and at least one pocket between the cover members, the pocket having an opening defined by the side edges of the cover members, the pocket being configured to receive an insert removable through the pocket opening. 
         [0007]    A window may be provided in at least one of the cover members to show a portion of the insert when in the pocket. The device may include a plurality of the pockets with their openings side by side and defined by the coextensive side edges. One or more wheels may be mounted for rotation between the cover members and so as to protrude from the side edges of the covers. The or each wheel may cooperate with a window in one or both of the cover members to display messages, such as the last read page number of a book or other advertising or informational messages. 
         [0008]    The or each insert may comprise advertising or promotional material specifically directed to a target group. For example, when used as a bookmark, the groups may be based on subject matter categories for published book titles. 
         [0009]    The invention also includes an improved method of distributing advertising material in printed publications. In more detail, the invention provides a method performed by a distribution organisation to distribute advertising material, wherein a publisher publishes different publications and the distribution organisation distributes advertising material on behalf of advertising clients for supply with copies of the publications sold to customers, the method comprising: receiving from the publisher information relating to particular ones of its publications with which advertising material is to be distributed; arranging for advertising material to be produced on behalf of advertising clients, and arranging for the advertising material to be supplied for distribution with copies of the titles sold to customers, at no cost to them; deriving a financial benefit from the advertising clients; and providing the publisher with a financial benefit dependent on the number of copies of its publications with which the advertising material is distributed. 
         [0010]    The distribution organisation may comprise a distribution company, and the publisher may be a shareholder in the distribution company in order to encourage effective distribution of the advertising material with the published titles. Their shareholding and hence their dividend payment may be dependent on the level at which they contract to distribute the advertising material with their publications. 
         [0011]    The invention also includes an improved method of placing the inserts into pockets of the device. According to the invention there is provided a method of placing an insert into a pocket in a generally flat device that comprises first and second generally coextensive cover members which overlie one another, the pocket having its opening between perimeter edge of the cover members and a rear that is opposite the opening between the cover members, the method comprising configuring the first and second cover members to provide access to the rear of the pocket, placing the insert into the pocket through the rear using one of the cover members as a guide surface to guide the insert into the pocket, and closing the rear. 
         [0012]    The invention also includes an improved method of placing a wheel in the device. More particularly, the invention provides a generally flat device for use as a bookmark or for promotional purposes including a rotary wheel assembly comprising: a substrate of sheet material, a generally disc shaped rotary wheel member overlying the substrate, with an axial opening therein, a stub axle upstanding from the substrate to provide a rotational axis for the wheel, the axle having end regions proximal to and distal from the substrate, the opening in the wheel having a smaller radial dimension than the distal end region of the axle and being configured so that the wheel can be push-fitted onto the stub axle over the distal end such that when received on the axle, the wheel is captured thereon for axial rotation. 
         [0013]    The device according to the invention may include an electronics package, which may be driven by a battery. A paper battery can be used advantageously. The package may comprise a telephone tone dialler, a timer, a light or a radio frequency identity tag (RFID) reader, or other similar component. 
         [0014]    When the device is provided with the RFID reader, the inserts in pockets of the device may include RFID tags that can be removed by the user and placed on items to be identified, such as luggage, to be located for example on a carousel at an airport. 
         [0015]    The device may also include other components to provide added value to the recipient; for example, a ruler, a flat pen, a compass, samples of various products, sewing kits or other utilities. These components will be packaged within the device and will generally be ultra thin and compact. 
         [0016]    The device can be used for purposes other than as a bookmark. It can be used as a compact carrier of information which the recipient will want to keep and use and be distributed directly to the recipient in a variety of ways which could include direct mail, delivery at point of sale of related products. For example it may be included in a so-called goody bag provided to airline passengers, containing tickets and other travel documents. The device may include targeted advertising and promotional material. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWING 
         [0017]    Embodiments of the present invention will now be described, by way of example, with reference to the accompanying drawings, in which: 
           [0018]      FIG. 1  is a front view of a first embodiment of a bookmark in accordance with the invention; 
           [0019]      FIG. 2  is a rear view of the bookmark shown in  FIG. 1 ; 
           [0020]      FIG. 3  is a view of inserts for the bookmark shown folded in  FIG. 3   a  and unfolded in  FIG. 3   b;    
           [0021]      FIG. 4  illustrates three examples of the inserts; 
           [0022]      FIG. 5  illustrates an example of a foldable ruler that can be fitted in one of the pockets of the bookmark, shown unfolded in  FIG. 5   a  ready to be fitted to the bookmark, and as an unfolded blank in  FIG. 5   b;    
           [0023]      FIG. 6   a  is a plan view of one of the spindles on which the ruler and wheels pivot; 
           [0024]      FIG. 6   b  is a corresponding side view of the spindle; 
           [0025]      FIG. 7  illustrates components of the bookmark before it is assembled; 
           [0026]      FIG. 8  is a schematic view of the bookmark when partially assembled; 
           [0027]      FIG. 9   a  is a view of the bookmark from the right hand edge; 
           [0028]      FIG. 9   b  is a view of the bookmark from the left hand edge; 
           [0029]      FIG. 9   c  is a top edge view of the bookmark; 
           [0030]      FIG. 9   d  is a bottom edge view of the bookmark; 
           [0031]      FIG. 10  is a perspective view of the bookmark showing the inserts partly extracted from the pockets; 
           [0032]      FIG. 11  illustrates four further different embodiments of the bookmark with different numbers of pockets, of different sizes; 
           [0033]      FIG. 12   a  illustrates a fifth embodiment of the bookmark from the front; 
           [0034]      FIG. 12   b  illustrates the fifth embodiment of the bookmark from the rear; 
           [0035]      FIG. 13  illustrates how the bookmark shown in  FIG. 12  is placed in a book; 
           [0036]      FIG. 14  illustrates the bookmark of  FIG. 12  seen from the front of a closed book; 
           [0037]      FIG. 15  is a schematic block diagram of participants in a method of distributing advertising and promotional material using bookmarks; 
           [0038]      FIG. 16  is a schematic block diagram of production flows between the participants; 
           [0039]      FIG. 17  is a schematic illustration of the cash flow associated with distribution of the bookmarks; 
           [0040]      FIG. 18  is a schematic illustration of the shareholding in a distribution company that organises distribution of the bookmarks; 
           [0041]      FIG. 19  is a front view of a sixth embodiment of a device according to the invention which may be used as a bookmark or for promotional purposes; 
           [0042]      FIG. 20  is a rear view of the device of  FIG. 1 ; 
           [0043]      FIG. 21   a  and  FIG. 21   b  show an open and closed insert respectively; 
           [0044]      FIG. 22   a  shows a wheel of the rotary wheel assembly in the device of  FIG. 19 ; 
           [0045]      FIG. 22   b  shows a stub axle of the rotary wheel assembly; 
           [0046]      FIG. 22   c  is a sectional view of the assembly taken along line A-A′ in  FIG. 23   
           [0047]      FIG. 23  is a perspective view of the wheels when mounted in the device; 
           [0048]      FIG. 24  shows a blank for a bookmark corresponding to  FIGS. 1 and 2 ; 
           [0049]      FIG. 25  shows guiding strips to be attached to the blank of  FIG. 24 . 
           [0050]      FIG. 26  illustrates how the blank of  FIG. 25  is folded to form pockets. 
           [0051]      FIG. 27  illustrates a method by which the inserts are inserted into the pockets; 
           [0052]      FIG. 28  illustrates how the wheels are assembled in the bookmark; 
           [0053]      FIG. 29  illustrates how the blank is folded to enclose the wheels; 
           [0054]      FIG. 30  illustrates how the blank is folded to obtain the finished bookmark. 
           [0055]      FIG. 31   a  shows another stub axle for the rotary wheel assembly; 
           [0056]      FIG. 31   b  is a sectional view of the assembly shown in  FIG. 31   a;    
           [0057]      FIG. 32   a  shows yet another stub axle of the rotary wheel assembly; 
           [0058]      FIG. 32   b  is a sectional view of the assembly shown in 
           [0059]    
         FIG. 32 
         a;  
       
           [0060]      FIG. 33  is a front view of another embodiment of a device according to the invention; 
           [0061]      FIG. 34  is a plan view of a blank for fabricating the device shown in  FIG. 33 ; 
           [0062]      FIG. 35  is a front view of another embodiment of a device according to the invention; 
           [0063]      FIG. 36  is a plan view of a blank for fabricating the device shown in  FIG. 35 ; 
           [0064]      FIG. 37  is a front view of the device of  FIGS. 35 and 36  showing its inserts and legends on its cover; 
           [0065]      FIG. 38  is a schematic illustration of an electronics package to be included in the device; 
           [0066]      FIG. 39  is a circuit diagram of the electronics package; 
           [0067]      FIG. 40  is a circuit diagram of the electronics package for use with RFID tags; 
           [0068]      FIG. 41  is a schematic perspective view of use of the device to detect RFID luggage tags at an airport carousel; 
           [0069]      FIG. 42  is a partial front view of the device showing a paper battery configuration to drive a LED through a switch; 
           [0070]      FIGS. 43   a  and  43   b  illustrate the switch and battery configuration in more detail; 
           [0071]      FIG. 44  is a partial front view of the device showing a battery and rotary to drive a LED, the switch being shown in exploded view; and 
           [0072]      FIG. 45  shows the cover member of the device shown in ( FIG. 44  in more detail. 
       
    
    
     DETAILED DESCRIPTION OF THE INVENTION 
       [0073]    Referring to  FIGS. 1 and 2 , the device comprises a first, front main cover member  1  and a second, rear main cover member  2  that overlie one another. In this embodiment, the front and rear main cover are rectangular, made of sheet material such as cardboard and are generally coextensive, with the same overall shape and size. The device is thus generally flat and so is suitable for use as a bookmark, but may also be used in other situations for use as a promotional device, as will be explained in more detail hereinafter. 
         [0074]    Considering the device when configured for use as a bookmark (referred to hereinafter as a “bookmark” but without limitation of the more general promotional uses of the device according to the invention described and claimed hereinafter), its front and rear main cover members  1 ,  2  have outer faces that display text and images (not shown) that are appropriate for the book that will contain the bookmark. For example, if the bookmark is for use with a children&#39;s book, the bookmark may display information about the book or pictures of the characters in the book. Alternatively, if the bookmark is supplied with a travel book or guidebook, the bookmark may display information about travelling. The bookmark may be provided with a book when sold, for example pre-packaged within pages of the book or for presentation to a customer when the book is sold, and the displayed information on the faces of the main covers  1 , may be selected depending on the category of the book&#39;s title e.g. children&#39;s book, travel, medical, scientific. 
         [0075]    The bookmark further comprises a number of sections that act as pockets  3  between the front and rear main covers  1 ,  2 , that have openings disposed along their left hand longitudinal edge shown in  FIG. 1 . The covers  1 ,  2  have left hand side edges  1   a ,  2   a  and the pockets have openings  3   a  coextensive with the left hand side edges  1   a ,  2   a . A recess  4  at the opening  3   a  of each pocket facilitates access to contents of the pockets  3 . The pockets  3  contain inserts  5  that bear advertisements and promotional material  5   a ,  5   b ,  5   c ,  5   d . The advertisements and promotional material may be directed to a target market that corresponds to the subject matter of the book title, so as to target particular groups of readers. The contents of the pockets are thus selected depending on the category of the book title. 
         [0076]    The advertising material may comprise printed matter. The promotional material may take many different forms such as mini-kits of promotional samples or other thin objects that may be attractive or appealing to the target market of book readers. For example the pockets  3  may contain samples of cosmetic products or consumables. Another possibility is that the pockets contain mini kits of first aid products as an advertisement for a pharmacy, or mini stationery kits as an advertisement for a stationer. 
         [0077]    The inserts  5  may be contained within an insert cover  6  that may be made from a rectangular sheet of card as shown in  FIG. 3   a , that is folded in half along line  7 , creating two covers  6   a ,  6   b  that overlie one another as shown in  FIG. 3   b . Each insert cover  6   a ,  6   b  is generally the same size and shape as the pocket  3  in the bookmark. Indicia can be printed on both sides of the insert covers and mini kit products can be attached between the two covers. Alternatively, one insert cover can be configured as a sachet containing consumables. It will be understood that many different designs can be used for the inserts  5  to be placed in the pockets  3 . 
         [0078]      FIG. 4  illustrates some examples of the inserts  5 .  FIG. 4   a  shows a mini first aid kit that includes a flat thermometer to be contained in a bookmark intended for a medical handbook.  FIG. 4   b  illustrates a specific example of how one of the insert covers can be replaced by a sachet that can be torn off along the centre line  7 .  FIG. 4   c  is an example of an insert in the form of a repair kit to be contained in for example a guidebook to a city. The repair kit could be handy for a tourist and consequently, may be supplied free of charge by a travel agent as a marketing strategy. 
         [0079]    As shown in  FIG. 1 , the front main cover  1  of the bookmark includes windows  8  which allow the reader to preview the inserts  5  placed in the pockets  3 , and the inserts themselves can be configured to have a legend or similar display to be aligned with a corresponding window  8  for this purpose. For example, if the pocket contains a game, the window will show the name or the type of the game and if the pocket contains advertisement for a soda drink the window will show the name of the brand of the soda drink. 
         [0080]    As shown in  FIGS. 1 and 2 , the bookmark also has a top pocket  9  to receive an implement or other item that is attractive or useful for the reader. In this example the top pocket  9  contains an extendable ruler  10  and in another embodiment it contains an extendable rectangular piece of cardboard provided with a book light. The book light may comprise a light emitting diode, battery and drive circuitry operable as described in GB Patent Specification No. 2,336,657. The ruler itself can be manufactured by folding a thin sheet of cardboard as illustrated in  FIG. 5 ; Portions  11 ,  12  and  13  are folded onto portion  14  and an adhesive is used to hold the parts together. In the case of the book light, a light emitting diode LED 1  is provided on the cardboard member so that it can be cantilevered into a convenient position for use by the reader. The end  15   a  of the ruler or book light pivots at point  15   b  on a spindle shown in  FIG. 6 , mounted on the bookmark in the position shown in  FIGS. 7 and 8 . 
         [0081]    As shown in  FIG. 1  wheels  16   a ,  16   b ,  16   c ,  16   d  and  16   e  protrude from the left hand side of the bookmark from between the covers  1 ,  2 . The wheels rotate on spindles  17   a  attached to the main covers  1 ,  2  as shown in  FIGS. 7 and 8 . Messages are printed on the wheels to be displayed in windows  18  and  19 . The main purpose of the wheels in this example is to provide the user with a way of recording the last read page. In this embodiment the numbers 0 to 9 are printed on the front side of the wheel  16   a ,  16   b ,  16   c  and  16   d ; the wheel can be rotated until an appropriate number is shown in the window  18 . The four windows  18  in combination display a number corresponding to the page number of the last read page of the book in which the bookmark is inserted. The largest recordable page number in the embodiment shown is 9999. Clearly, the number of wheels and windows can be altered to suit the type of book that will contain the bookmark. Wheel  16   e  contains information about part of the page at which the reader stopped reading, the information being selected by rotating the wheel and displaying it in window  19 . Examples of suitable information messages are top left, top right, bottom left, bottom right. 
         [0082]    Windows  20 ,  21  and  22  show messages on the rear side of the wheels. By printing messages on the rear side of the wheel, the wheels can be used to display more information and advertisements. The information displayed at the windows will change as the wheels are rotated. The information on the wheels can be pre-selected to suit the target market. In one embodiment the windows  20  can display messages that comprise words used in the field associated with the subject matter of the book. Consequently, if the bookmark is supplied with a medical book, the wheels may be rotated to display a number of useful words in the field of medicine. Alternatively, the messages may comprise words or phrases that form part of an advertisement. 
         [0083]    Windows  21  and  22  are used to show a conversion table between different units e.g. monetary units such as pounds (£) and dollars ($) or other units such as Centigrade and Fahrenheit. For a given number of pounds displayed in the top window  21 , the corresponding number of dollars will be displayed in the bottom window  22 . A currency conversion function is useful for use with a travel book. 
         [0084]      FIG. 7  illustrates one embodiment of a blank from which the bookmark can be fabricated. The blank may be formed of substantially rigid cardboard or other suitable sheet material and consists of the front and the rear main cover portions  1 ,  2 , that are brought together by folding along a fold line  23 . The rear main cover  2  has re-entrant flap portions  24 ,  25 , and  26  protruding from it. The wheels  16   a ,  16   b ,  16   c ,  16   d  and  16   e  are mounted on the spindles  17   a  and the ruler  10  is mounted on spindle  15   a . The spindles can of course be replaced by a single moulding, or bosses can be formed from plastic sheet if this is used instead of cardboard for the blank. In this embodiment the wheels are manufactured from thin cardboard sheets and their peripheries overlap. The flap  24  is folded onto the rear main cover  2  along with the strips  25  and  26 , trapping the wheels  16  and the ruler  10 . The end of the strips  25  fit into the notches of the flap  24  and form the plurality of sections that define the pockets  3 , with their side edges defined by the strips  25 . An adhesive is used to adhere the portions  24 ,  25  and  26  to the front main cover  1 . 
         [0085]      FIG. 9   b  is a view of the right hand edge of the bookmark. The wheels  16   a ,  16   b ,  16   c ,  16   d  and  16   e  can be provided with peripheral serrations to allow better grip for the user. The wheels  16  can be made of plastics material. 
         [0086]    The inserts  5  bearing advertising material are shown in  FIG. 10  partly inserted in the pockets  3 . It is also clear from  FIG. 10  that the arm  10  can be folded in order to fit into the top pocket  9 . 
         [0087]      FIG. 11  illustrates four different embodiments of the bookmark where the inserts  5  are of different sizes. The size of the pockets will be chosen depending on the size of the advertisement that needs to go into the pocket.  FIG. 11   a  shows the same size of pockets as in  FIGS. 1 and 2 . The bookmark in  FIG. 11   b  has three pockets containing advertisements, two small  5   a  and  5   d  and one medium sized  28   a .  FIG. 11   c  has two medium sized pockets  28   a  and  28   b  containing advertisements.  FIG. 11   d  shows a bookmark with one large pocket for advertisements. Accordingly, the configuration of the blank in  FIG. 7  can be varied to create differently sized and different numbers of pockets. 
         [0088]      FIG. 12  illustrates a further embodiment of the bookmark.  FIGS. 12   a  and  12   b  illustrate its front and rear covers respectively. The front and rear faces of the bookmark contain advertisements or indicia relevant to the book (not shown). Four arrows in different colours are shown. The top and bottom of the bookmark have boxes coloured according to the colour of each arrows. Each arrow refers to a specific part of the spread of the book, namely, left page-upper half  30 , right page-lower half  31 , right page-upper half  32  and left page-lower half  33 . 
         [0089]      FIG. 13  illustrates how the bookmark is used. When the reader has finished reading he or she notes the last read line  42  and places the bookmark with the edge along the spine  43  of the book  44  and with the appropriate arrow pointing to the last line  42 . When closing the book  44 , one of the coloured boxes  34  to  41  will protrude at the top or the bottom of the book showing the colour corresponding to the appropriate arrow as shown in  FIG. 14 . In this example, the reader stopped reading at the top of the right hand page. Accordingly, the coloured box visible in  FIG. 14  has the same colour as the arrow pointing to the last line  42 . Consequently, even before the book is opened, the user knows at which part of the spread they finished reading, and when opening the book, reader will look at that part of the spread and search for the line to which the arrow points. 
         [0090]    This embodiment of the bookmark can contain pockets as explained in the description above. The arrows on the face of the covers may replace at least some of the wheels and accordingly this embodiment provides more space for advertisements. 
         [0091]    The described bookmarks may be used to distribute advertising and promotional material. Bookmarks as previously described with reference to  FIGS. 1 to 14 , bearing advertising and promotional material may be supplied free of charge to customers purchasing a book or other publication and a distribution scheme will now be described 
         [0092]    Referring to  FIG. 15 , a distribution organisation  45  comprises a distribution company i.e. a company incorporated according to the laws of an appropriate jurisdiction, with an issued share capital, the ownership of which will be described in more detail hereinafter. 
         [0093]    The distribution company  45  enters into contracts  46 ,  47 ,  48  with publishers  49 ,  50  and  51  referred to hereinafter as publisher A, B and C respectively. The publishers may comprise publishing companies that, in a conventional manner, publish books or other publications in a number of different subject matter areas or categories, for example children&#39;s books, travel and gardening. 
         [0094]    In their contracts with the distribution company  45 , the publishers  49 ,  50 ,  51  agree to include bookmarks in their publications, supplied to them under the control of the distribution company  45 . For example, if the books produced by the publisher are protected by a plastics shrink-wrapping, the bookmark is inserted within the book at the printing works of the publisher, underneath the shrink-wrapping. The publishers  49 ,  50 ,  51  supply copies of their publications including the bookmarks to retailers  52 ,  53  through their usual supply chains  54 - 58  for sale to customers. The bookmarks bearing advertising material are thus supplied free of charge to the customers at the point of sale by the retailers  52 ,  53 . 
         [0095]    The distribution company  45  arranges the sale of advertising space on the bookmarks to advertising clients. In this example, the distribution company  45  makes use of the services of an advertising agency  59  which sells the advertising space although the distribution company  45  may alternatively or additionally have an in-house department to sell the advertising space. Two advertising clients  60 ,  61  are shown in  FIG. 15  although in practice there may be many more. The commercial relationship between the distribution company  45  and the advertising agency  59  is defined in a contract  62  between them. 
         [0096]    The manufacture and printing of the bookmarks in this example is contracted out by the distribution company  45  to a printing company  63  under a contract  64 . The printing company  63  produces the bookmarks and advertising material according to the designs agreed by the distribution company  45 , with advertising copy and other promotional material specified by the advertising agency  59  according to instructions received from the advertising clients  60 ,  61 . The bookmarks are produced in different versions, one for each category of book, with printed matter and other details being configured to appeal to the readers of the particular category. 
         [0097]    Referring to  FIG. 16 , the distribution company  45  coordinates a supply of bookmarks to the publishers  49 ,  50  and  51 . The distribution company  45  receives information from the publishers  49 ,  50  and  51  concerning the titles of their publications that are to receive bookmarks and the print run for each title, namely the number of copies of the title that are to receive bookmarks. The different versions of the bookmarks are specifically designed to appeal to different categories of reader determined by the titles of the publications. An example is set out in Table 1 below in which the versions of the bookmarks are specifically designed for target reader groups in the following categories: travel, children, gardening, scientific and general. An example of data collated from the publishers is set out in Table 1 below, which shows the number of bookmarks of each category that the publishers contract to distribute with copies of their publications over a predetermined period e.g. 6 months, to continue in six monthly intervals for a 3 year period: 
         [0000]    
       
         
               
               
               
               
               
             
               
               
               
               
               
             
           
               
                 TABLE 1 
               
               
                   
               
               
                 Category 
                 Publisher A 
                 Publisher B 
                 Publisher C 
                 Totals 
               
               
                   
               
             
             
               
                   
               
             
          
           
               
                 Travel 
                 10,000 
                 20,000 
                 50,000 
                 80,000 
               
               
                 Children 
                 30,000 
                 40,000 
                 15,000 
                 85,000 
               
               
                 Gardening 
                 40,000 
                 — 
                 30,000 
                 70,000 
               
               
                 Scientific 
                 5,000 
                 60,000 
                 20,000 
                 85,000 
               
               
                 General 
                 50,000 
                 20,000 
                 5,000 
                 75,000 
               
               
                 Totals: 
                 135,000 
                 140,000 
                 120,000 
                 395,000 
               
               
                   
               
             
          
         
       
     
         [0098]    The distribution company  45  calculates from this data the number of bookmarks required for each category to be supplied to the publishers. This information is supplied to the bookmark printer  63  and the advertising agency  59 . 
         [0099]    The bookmark printer  63  produces the requisite number of bookmark versions for each category. For example, the bookmark may be configured as shown in  FIGS. 1 and 2  and the same overall physical shape and configuration of the bookmark may be used for all of the five categories illustrated in Table 1. However, for each of the bookmark versions, the printing applied to the covers  1 ,  2  and the other previously described features of the bookmark are specifically designed and printed to appeal to readers of titles falling within the five individual categories shown in Table 1. Moreover, the inserts  5  received in pockets  3  will contain advertising or other promotional material specifically directed to the five individual categories and the copy or designs for the inserts are supplied to the printer by the advertising agency  63  as explained in more detail below. In this way, advertising space can be sold, specifically directed to particular target groups according to the categories of publication. 
         [0100]    The advertising agency  59 , sells advertising space for the five categories of bookmark set out in Table 1 to the advertising clients  60 ,  61 . The creative departments of the advertising agency can develop advertising and promotional material for inclusion in the different categories of bookmark, specifically directed to target reader groups based on the categories set out in Table 1. Moreover, the pricing for the advertising copy can be determined based on the projected production runs for each category of bookmark set out in Table 1. The advertising space on the bookmarks may comprise the inserts  5  shown in  FIGS. 1 and 2  or messages associated with the windows  20 ,  21  and  22 . The advertising agency  59  supplies the copy to the distribution company  45 , which then supplies it to the printer  63 . 
         [0101]    The printer  63  thus produces or obtains the inserts  5 , places them in the appropriate versions of the bookmarks, and supplies them in appropriate numbers to the publishers  49 ,  50 ,  51  in accordance with the data set out in Table 1. 
         [0102]    The publishers  49 - 51  include the appropriate versions of the bookmarks in the copies of their titles and supply them to the retailers  52 ,  53  for sale to customers. As previously mentioned, for books which are shrink-wrapped, the bookmark may be included within the shrink-wrapping. Alternatively, the bookmarks may be inserted within the pages of books without shrink-wrapping. The bookmarks may also be supplied separately from the books and inserted into them at the point of sale. 
         [0103]      FIG. 17  illustrates the cash flows associated with the distribution of bookmarks. The advertising clients  60 ,  61  pay for the advertising space that they purchase and in this example, the payments are made to the advertising agency  59 . The advertising agency  59  deducts its expenses according to an agreed formula specified in its contract  62  with the distribution company  45  and pays the remainder of the income from the advertising clients to the distribution company  45 . 
         [0104]    The distribution company  45  makes payments to the printer  63  and the publishers  49 - 51 . The printer  63  is paid according to the contract  64  ( FIG. 15 ) which may specify a price per bookmark, although other contractual arrangements will be evident to those skilled in the art. 
         [0105]    There are two modes of payment made by the distribution company  45  to the publishers  49 - 51 . The first payment mode comprises payments calculated on the basis of the number of bookmarks supplied to individual publishers e.g. n cents per bookmark so that in the example of Table 1, publisher A would receive 135,000×n cents for the bookmarks supplied to it. This payment is relatively small and is intended to compensate the publisher for the additional work carried out to insert the bookmarks into the copies of the books and distribute them to the retailers. 
         [0106]    Also, the publishers are made shareholders of the distribution company  45  and they receive a share dividend dependent upon the profitability of the distribution company  45 . The shareholdings of the individual publishers  49 ,  50 , are determined by the number of copies of their publications that they offer to the distribution company  45  to receive bookmarks. As previously mentioned, the publishers  49 ,  50 ,  51  enter into contracts  46 ,  47 ,  48  shown in  FIG. 15  which specify the number of copies that they undertake to be provided with bookmarks and their shareholdings are determined in accordance with these contractual undertakings. The arrangement of the shareholdings is illustrated schematically in  FIG. 18 . The issued shares of the distribution company  45  are held by the publishers  49 ,  50 ,  51  together with other investors  64 . In one non-limiting example, the other investor  64  holds 75% of the shares and the remaining 25% is distributed amongst publishers A, B and C. The individual publishers hold shareholdings X %, Y % and Z % of the remaining 25% of the shares in the distribution company  45  where the values of X, Y and Z are determined as a function of the relative numbers of bookmarks they undertake to include in their publications in their contracts  46 - 48  with the distribution company  45 . In this way, the potential dividend payable to the publishers individually depends on the level at which they engage with the supply of bookmarks in their publications. This arrangement encourages the publishers to distribute the bookmarks. 
         [0107]    The arrangement is very attractive to advertisers because the different versions of the bookmark each provide an advertising vehicle tailored to a particular customer group, namely the readers of a particular category of book and so the advertising copy can be particularly focused towards them. 
         [0108]    Many modifications and variations to the described distribution method will be readily apparent. For example, whilst the distribution organisation has been described as a corporate body it could be organised in different ways for example a partnership, limited liability partnership or sole trader. Also, more or less than three publishers can be contracted. 
         [0109]    Another embodiment of device according to the invention which may be used as a promotional device or a bookmark is shown in  FIGS. 19 and 20 . Like parts to those of  FIGS. 1 and 2  are given the same reference numbers. The device comprises a front main cover  1  and a rear main cover  2  that are generally coextensive and overlie one another. In this embodiment, the front and rear main covers  1 ,  2  are rectangular, made of sheet material such as cardboard and have generally the same size and shape. The front and rear covers  1 ,  2  have outer faces that display text and images (not shown) that are appropriate for the book that will contain the bookmark in the manner previously described with reference to  FIGS. 1 and 2 . 
         [0110]    The bookmark further comprises a number of sections that act as pockets  3  between the front and rear main covers  1 ,  2 , the pockets  3  having openings disposed along the left hand longitudinal perimeter edges  1   a ,  2   a  of the covers  1 ,  2  as shown in  FIG. 20 . Each pocket has an opening  3   a  at the perimeter edges  1   a ,  2   a  of the covers  1 ,  2 . A recess  4  at the opening  3   a  of each pocket facilitates access to the contents of the pockets. Each pocket  3  has a rear  3   b  opposite the opening  3   a  and side edge regions  3   c  between the covers  1 , 2  as shown in dotted outline for one of the pockets. The pockets  3  contain inserts  5  that bear advertisements and/or provide promotional material directed to target reader groups as previously described to  FIGS. 1 and 2 . The advertisements may comprise printed matter and any of the examples previously described with reference to  FIG. 4  may be employed. 
         [0111]    One further embodiment of an insert  5  is shown in  FIG. 21  by way of example. The insert may be made from a rectangular sheet of card that is cut and folded to create a booklet having a front and a back cover  6   a ,  6   b  and a number of pages  6   c ,  6   d  etc. The insert  5  is of generally the same size and shape as the pocket  3  in the bookmark. Indicia can be printed on both sides of the insert covers  6   a ,  6   b  and on the pages  6   c ,  6   d  etc. 
         [0112]    The front main cover  1  of the bookmark includes windows  8  which allow the reader to preview the contents of the pockets, and the contents themselves may be configured to have a legend or similar display to be aligned with a corresponding window, as previously described with reference to  FIGS. 1 and 2 . 
         [0113]    As shown in  FIGS. 19 and 20 , the device may also have a top pocket  9  to receive an implement or other item that is attractive or useful for the reader, such as an extendable ruler  10  or an extendable arm made e.g. of cardboard, provided with a book light, driven by a thin battery (not shown) between the front and rear covers  1 ,  2 . 
         [0114]    The device shown in  FIGS. 19 and 20  has wheels  16  which function generally in the same way as those described with reference to  FIGS. 1 and 2 . Indicia are provided on one side of the wheels for display through windows  18  and  19  in the front cover  1 . When the device is used as a bookmark, the wheels  16  may be used to provide the user with a way of recording the last read page. The numbers 0 to 9 may be printed on the front side of each of the wheels  16  and the wheels can be rotated until the number of the last read page of the book is shown in the windows  13 . The wheel  16   e  contains information about the part of the last page at which the reader stopped reading, for display by rotating the wheel until an appropriate message is displayed in the window  19 . Additional information can be provided on the rear side of the wheels  11  to be displayed in various windows  20  in the back cover  2  of the bookmark. 
         [0115]      FIGS. 22   a  and  22   b  illustrate components for the assembly of each wheel  16  according to one embodiment of the invention. One of the wheels  16  is shown in  FIG. 22   a  and is generally disc shaped with a centrally located, axial opening  65  that receives the stub axle  66  shown in  FIG. 22   b  and has a conical shape such that the diameter of end surface  67  is larger than the diameter of end surface  68 . As shown in  FIG. 22   c , the end surface  68  is attached to the interior surface of the front cover  1 , which acts as a substrate over which the wheel  16  rotates. The stub axle  66  is upstanding from the substrate provided by cover  1  and provides an axis of rotation X-X′ for the wheel  16 . The end surface  68  proximal to the cover  1  has a radius r 1  which is less than the radius of distal end surface r 2 . The effective radius of the axial opening  65  in the wheel  16  is slightly greater than the radius r 1  of the proximal end surface  67  of the stub axle and less than the radius r 2  of the distal end surface  68 . 
         [0116]    The wheel assembly is fabricated by attaching the stub axle  66  to the substrate  1 , e.g. by gluing, and then push-fitting the wheel  16  onto the stub axle  66  such that the wheel  16  can be rotated about the axis X-X′ provided by the stub axle, over the substrate  1 . The radii of the proximal and distal ends of the stub axle  66  together with the radius of the axial opening  65  and the resilience of the materials of the stub axle  66  and the wheel  16 , are so configured that when the wheel  16  is push-fitted onto the stub axle, the wheel  16  is resiliently deformed around its opening  65  to pass over the distal end  67  of the stub axle and become captured on the stub axle such that the wheel  16  can rotate about the axis X-X′. 
         [0117]    Both the wheel  16  and the stub axle  66  may be made of cardboard or any other rigid sheet material such as plastic, paper or fibreboard. In an alternative embodiment the stub axles  66  and the cover  1  may be manufactured as a single item by moulding. 
         [0118]    The opening  65  in the wheel  16  may be serrated on its inner periphery  69  in order to facilitate the resilient deformation when push-fitted onto the stub axle  66  and also to allow a firmer grip onto the stub axle. Thus the wheel  16  can be manually rotated but is frictionally engaged with the stub axle to prevent free rotation. Thus a user can rotate the wheels  16  to align the indicia on the wheels with the windows  18 , which thereafter will remain in the set position and will not spuriously move out of alignment. The length of the stub axle  66  in the axial direction X-X′ is equal to or greater than the thickness of the wheel  16  in the axial direction so that the wheel can rotate without producing significant frictional forces on the surface of the cover  1 , as will be more evident hereinafter. 
         [0119]    In the embodiment shown in  FIG. 22   a  the inner periphery of the opening  65  is in the form of a regular polygon. This shape results in there being a maximum diameter and a minimum diameter of the opening  65  wherein the maximum diameter is substantially equal to the diameter of distal end region  67  of stub axle  66  and the minimum diameter is substantially equal to the diameter of the proximal end region  68  of the rotary wheel assembly. Typical dimensional values are a diameter of the distal end region  67  of the stub axle of 8.00 mm and a diameter of the proximal end  68  of 7.8 mm. The outer diameter of the wheel  16  may be 32 mm and the average diameter of the serrated opening  69  may be 7.9 mm. A typical thickness of the stub axle in the axial direction X-X′ is 1.00 mm and a typical thickness of the wheel in the axial direction is 0.34 mm. In one embodiment, the polygonal opening  69  presents a maximum and minimum radial dimension on the axis X-X′, the minimum dimension being smaller than the radial dimension of the distal end  67  of the stub axle and the maximum dimension being greater than the radial dimension of the proximal end  68  of the stub axle  66 . 
         [0120]      FIG. 23  illustrates schematically four wheels  16  mounted on respective stub axles  66  on the front main cover  1 . All the stub axles  66  are glued to the cover  1  and the wheels  16  have been push-fitted onto the stub axles  66 . Recesses  4  permit the wheels  16  to be rotated from the side of the bookmark. From  FIG. 23  it can be seen that the wheels  16  are thin enough to overlap one another. 
         [0121]      FIG. 24  illustrates one embodiment of a blank from which the bookmark can be assembled. The blank can be made from cardboard or another suitable sheet material, for example by stamping. The blank shown in  FIG. 24  does not have a section  9  for a ruler or book light  10 , but the blank can easily be adapted if a top pocket  9  is required. The blank can be printed and cut prior to the assembly. 
         [0122]    The blank consists of the front and rear main covers  1 ,  2  coupled along a fold line  23 . The front main cover  1  has first and second re-entrant portions  70  and  71  protruding therefrom, and foldable along fold lines  72 ,  73 . Guiding strips and blocking strips  74 ,  75 , as shown in  FIG. 25 , are provided to define the edges of the pockets. An adhesive is applied to regions  76  of the first re-entrant portion  70  and guiding strips  75  are positioned on regions  76  respectively to define the sides of the pockets  3 . Similarly, an adhesive is applied to region  77  of re-entrant portion  71  and the blocking strip  74  is positioned in region  77  to define the rear  3   b  of the pockets when the bookmark is assembled. A further blocking strip  75  may be attached to region  78 . 
         [0123]    Additionally, stub axles  66  are attached using an adhesive to regions  79  of the inside of the front main cover  1 . The next step is to apply adhesive to the exposed surfaces of the guiding strips  75  in regions  76  and to fold the first re-entrant portion  70  along fold line  72  towards the main front cover  1  in order to form the pockets.  FIG. 26  shows the blank when the blocking strips, guiding strips and inner wheels have been attached. Moreover, the first re-entrant portion  70  is partly folded along line  72  towards the front main cover  1 . The guiding strips  76  will then adhere to the interior surface of the cover  1  of the blank for defining the pockets  3  in the bookmark. 
         [0124]      FIG. 27  illustrates the method of placing the inserts  5  into the pockets  3 . The method comprises advancing the inserts into the pockets from the rear  3   b  of the pockets, as shown by arrows  80 , rather than through the openings  3   a . This ensures a quicker assembly than if the pockets were inserted through the openings  3   a  because the main front cover  1  can be used as a guiding surface when the inserts  5  are inserted from the rear, without having to position the inserts accurately between the front and rear covers  1 , 2  as would be required when attempting to place the insert in the pocket through the opening  3   a.    
         [0125]    In more detail, a production worker places the partially assembled blank as shown in  FIG. 27  on a level surface with the pockets facing upwards, and applies a force downwards towards the main front cover  1  on the inserts  5  whilst sliding the inserts over the cover  1  into the pockets  3  in the direction of arrow  80 . The interior of the cover  1  thus acts as a guide surface to steer the insert  5  into the pocket. Consequently, the inserts  5  will be quickly and accurately inserted into the pockets. 
         [0126]      FIG. 28  shows the next step in the fabrication process, during which the wheels  16  are mounted onto the bookmark blank. The wheels  16  are push-fitted onto the stub axles  66  as previously described with reference to  FIGS. 22 and 23  in an overlapping relationship. An adhesive is applied to the surface of the blocking strips  74  and  75  in region  77  and  78  and to regions  81  corresponding to the position of distal ends  67  of the stub axles  66  when the second re-entrant portion  71  is folded onto main front cover  1 . The second re-entrant portion  71  is folded over the main front cover along line  73  as shown in  FIG. 29 . The blocking strip  74  in region  77  defines the rear  3   b  of each of the pockets and ensures that the inserts  5  do not touch the wheels when received in the pockets. An adhesive is applied to the inside surface of cover  2  as shown by the shaded area in  FIG. 29  and the cover is folded onto the front cover  1  along line  23 .  FIG. 30  shows the resulting, assembled bookmark from the rear, just before the cover  2  is adhered to the re-entrant portions  70 ,  71 . 
         [0127]      FIGS. 31 and 32  illustrate alternative embodiments of the stub axle  66 .  FIG. 31   a  shows an embodiment of the stub axle made of an elastomeric material, which is generally cylindrical with the radii of the proximal and distal ends of the stub axle being substantially equal and greater than the radius of the opening  65  of the wheel  16 . The stub axle  66  is typically attached to the substrate, provided by cover  1 , using an adhesive. When the wheel  16  is push-fitted onto the stub axle, it applies a force around the circumference of the axle and the elastomeric material of the axle  66  is resiliently deformed to allow the wheel to pass onto the axle. The wheel  16  is not deformed significantly itself during the push fitting process. When fitted, the radius of the central portion of the stub axle  66  is reduced as compared with its proximal and distal ends as shown in  FIG. 31   b . Accordingly, the wheel is captured on the stub axle and can rotate about the axis X-X′. The elastomeric material of the stub axle  16  provides a sliding surface over which the wheel  16  can readily turn, allowing manual rotation of the wheel but also lightly gripping the wheel so that it retains its angular rotational position when released from manual rotation. 
         [0128]    As shown in  FIG. 32   a , in another embodiment, the stub axle  66  is manufactured to have a concave cylindrical side surface  82  such that the radial dimension of the proximal and distal end regions  67 ,  68  is larger than the radial dimension of the central portion of the stub axle. The stub axle  66  can be attached to the substrate  1  using an adhesive. When the wheel  16  is push-fitted onto the stub axle  66 , both the wheel  16  and the stub axle  66  are resiliently deformed and the wheel is captured around the centre of the stub axle as shown in  FIG. 32   b . The wheel  16  can be rotated about the axis X-X′. The stub axle  66 , according to this embodiment, is made out of cardboard, plastic or paper. The shape of the stub axle in this embodiment provides an air gap between the wheel and the substrate. The air gap reduces the friction between the wheel and the substrate and allows easier rotation of the wheel. 
         [0129]    Another embodiment for the device is illustrated in  FIG. 33  and a blank for use in forming the device is shown in  FIG. 34 . The device comprises a front and rear main cover  1 ,  2  which, as previously described, includes pockets  3  that contain inserts  5 . Wheels  16   a - d  mounted on axles  66  cooperate with windows  20 ,  21 ,  22  as previously described. Windows  18  are provided to display the contents of pockets  3 . 
         [0130]    The device is fabricated from a blank shown in  FIG. 34 , in a manner generally similar to that described with reference to  FIGS. 24-30 . The blank shown in  FIG. 34  has a main re-entrant portion  82 . The device has four pockets  3 - 1 ;  3 - 4  defined between blocking strips  75 . Blocking strip  74  is arranged to the rear of each pocket  3 . 
         [0131]    Considering the pocket  3 - 1 , it has a front  3   a  and rear  3   b . A slot  83 - 1  extends across the rear of the pocket  3 - 1 , with corresponding slots  83 - 2 ,  3 ,  4  at the rear of the pockets  3 - 2 ,  3 ,  4 . 
         [0132]    To assemble the device, the wheels  16 , are placed on stub axles  66  previously glued on cover  2  in the manner previously described. Thereafter, the re-entrant portion  82  is folded along line  73  so as to overly the rear cover portion  2 . The distal ends of the axles  66  together with the strips  74 ,  75 , are provided with a coating of adhesive so that when the re-entrant portion  82  is folded over the cover  2 , the axles are located in place and the wheels are covered by the re-entrant portion  82 . Also, the pockets  3  are formed between the re-entrant portion  82  and the cover  2 , between the strips  74 ,  75 , on the right hand side of the cover  2  shown in  FIG. 34 . Access to the rear  3   b  of the pockets can be achieved through the access openings  83 - 1 ;  4 . Inserts  5  are thus inserted through the access openings  83 - 1 ; 4 , using the folded re-entrant portion  82  as a guide surface. 
         [0133]    An electronics package to be described in more detail hereinafter, may be placed overlying shaded region  83  on the rear cover  2 . This corresponds to pocket region  9  of the previous examples. The package may be placed on the cover  2  before the re-entrant portion  82  is folded into position and thereafter held in place by flap  84  which forms part of the blank that can be folded to overly the package and hold it in place within the device. When folded, shaded region  86  of re-entrant portion  82  overlies region  83  on the cover. 
         [0134]    The front cover  1  is then folded along line  23  to overly the folded, re-entrant portion  82 . The cover  1  is glued in place and as a result, the access openings  83  to the rear open pockets  3 , become closed thereby securely holding the inserts  5  within the pockets. Shaded region  87  on the interior of cover  1  then overlies shaded region  85  of cover  2 , defining area  9  available to receive an electronics package. 
         [0135]    Another version of the device is illustrated in Figures to  37 . This version has two pockets  3  with relatively large openings  8  to reveal details of the inserts  5 - 1 ,  5 - 2  shown in  FIG. 37 . The device also a third pocket  9  shown in  FIG. 35 , which receives a further insert  5 - 3  shown in  FIG. 37 . The construction and assembly of the device shown in  FIGS. 35-37  is generally similar to that described with reference to  FIGS. 24-30  and corresponding parts are marked with the same reference numbers. Referring to  FIG. 37 , the device is configured for use as a promotional tool in relation to healthcare and appropriate legends relating to healthcare are printed on the covers  1 ,  2 . The device may be configured as a free gift, for example to be included in mail shots from a medical insurance company or for example to be included with insurance premium renewal notices mailed to policy holders. The device may be used as a bookmark or solely as a promotional device. In this example, the inserts  5 - 1 ,  5 - 2  contain free samples of antiseptic wipes and waterproof plasters, with the contents of the pockets being clearly visible through windows  8 . The pocket  9  contains the further insert  5 - 3 , which in this example includes disposable thermometers. 
         [0136]    The wheels  16   a - c  upon rotation display the telephone numbers of different medical help lines, suitable for different medical conditions. The wheel  16   d  cooperates with windows  21 ,  22  to act as a converter for converting one unit of weight to another. 
         [0137]      FIG. 38  illustrates an example of an electronics package to be included in the region  9  of the device. The package comprises a circuit board  88  on which an integrated circuit (IC) semiconductor chip  89  is mounted together with a light emitting diode LED  2  and a planar metal press-switch  90  and a sound emitting device  91 . LED  2  may be driven by circuitry as described in GB 2,336,657 supra. The circuit is powered by paper batteries  92 ,  93  as manufactured by Power Paper Ltd, POB 3353, Israel 49130, although conventional, generally flat batteries could also be used. The circuitry of the electronics package is illustrated in  FIG. 39 . 
         [0138]    Referring again to  FIGS. 33 and 34 , the light emitting diode LED  2  is configured to emit light through opening  94  in the front cover  1 . The press switch  90  can be operated manually by squeezing together the front and rear covers  1 ,  2  so as to make an electrical connection within the switch  90  for the period that the device is compressed. Alternatively, the switch  90  may be a bistable device operable to make and break the connection on successive operations. 
         [0139]    The chip  89  can be programmed to perform a number of different functions. For example, the chip  89  may be configured as a tone dialler in order to emit dialling tones such as dual tone multi-frequency (DTMF) telephone dialling tones. The advertising material printed on the front and rear main cover  1 ,  2  of the device may relate to a chain of pizza parlours and the chip  89  may be configured to emit a sequence of DTMF tones corresponding to the telephone number on ordering a pizza. In this way, the user can automatically dial for a pizza by operating switch  90  and holding the device close to the microphone of a telephone handset. In another embodiment, the chip  89  is configured to act as a timer, e.g. an egg timer so as to produce an audible sound from the sound emitting device  91  and/or a flashing light by means of LED  2 , to indicate when the timer times out. 
         [0140]    In another embodiment, the chip  89  is configured to include an integral gas analyser for analysing alcohol content in a user&#39;s breath, for use as a breathalyser to determine whether the user is fit to drive an automobile. In further embodiments, the chip  89  can comprise a radio receiver, a clock or a calculator. Many modifications to the arrangement shown in  FIG. 38  can be made and for example, the paper batteries may not have simple rectangular shapes but instead can be configured to fill the entire space of the receptacle  9  or elsewhere between the covers  1 ,  2  in order to maximise the power capacity of the device. Also, the re-entrant portion  82  and/or the front and rear covers  1 ,  2  may be provided on their inside with printed batteries. 
         [0141]    In another embodiment, the electronics package within the receptacle  9  is configured to detect radio frequency identification (RFID) tags which may be applied to the user&#39;s luggage, to enable the user to locate their luggage, for example on a carousel at an airport. 
         [0142]    Referring to  FIG. 33 , the inserts  5  included in pockets  3  in this example comprise self-adhesive RFID tags which can be removed by the user and adhered to items of luggage. RFID tags are well-known per se and one example is the TI-rf ID TI tag manufactured by Texas Instruments for operation according to International Standard ISO 15693 in the 13.56 Mhz frequency band. The tags  5  have a layer of self-adhesive material covered by a backing strip which can be removed to allow the tag to be adhered to an item of luggage. 
         [0143]    The circuitry for the electronics package to be included in receptacle  9  is shown in  FIG. 41  and is generally similar to the circuitry of  FIG. 39  but with the addition of an antenna  95  for transmitting interrogation pulses and receiving returns from RFID tags. 
         [0144]    As well known in the art, RFID tags are programmed with an individual code so that when interrogated with an RF pulse, they produce a return corresponding to the code. The antenna  95  detects RFID returns and the circuit  89  demodulates and compares them with stored values corresponding to the code stored on the tags that comprise the inserts  5 . 
         [0145]      FIG. 40  illustrates the RFID tagging system in use. 
         [0146]    The device  100  is held by a user in the vicinity of luggage carousel  101  along which bags  102 ,  103  travel in a direction of arrow A. Before the journey, the user removed one of the RFID tags  5  shown in  FIG. 33  from its pocket  3  and adhered it to suitcase  102 . In order to locate the suitcase  102  at the end of the journey on a carousel  101 , the user activates switch  90  so as to cause IC  89  to emit RFID interrogation pulses. When suitcase  102  moves into the vicinity of device  100 , the RFID tag  5  produces a characteristic return, which is received by antenna  95  and fed to IC  89 , where it is demodulated and compared with stored values corresponding to the digital codes for the RFIDs supplied with the device  100 . When this occurs, a sound is emitted through sound emitting device  91  and/or LED  2  is illuminated to signify to the user that the suitcase  102  is in the vicinity of the device  100 . 
         [0147]    The antenna  95  may be of any suitable design and may for example comprise a printed circuit pattern on the interior surface of cover  1  with dipole elements suitably configured to provide an appropriate directive pattern. 
         [0148]    Many modifications to the described RFID system are possible. For example, the airport may have its own RFID detection system powered by transponder  104  shown in  FIG. 38 . In this situation, the device  100  may operate in a receive-only mode, in which responses from RFID tags are stimulated by the transponder  104  rather than device  100  itself. Such an arrangement substantially reduces the power consumption in the device  100  and thereby extends battery life. 
         [0149]    In another modification, the device  104  both transmits and receives data from RFID tags and then transmits the received data to a further station (not shown). In this situation, the device  100  may be configured to eavesdrop upon the data transmissions from the device  104  without the need to pick up returns from the RFID tags directly. 
         [0150]      FIGS. 42 and 43  illustrate an alternative arrangement of paper batteries for use in the device. The receptacle  9  contains first and second overlying paper batteries  92 ,  93  which may be generally of the type described with reference to  FIGS. 38 and 39 . The paper batteries  92 ,  93  have respective positive and negative terminals as shown, each battery having a nominal voltage of 1.5 v. The batteries  92 ,  93  overly one another with adjacent terminals arranged to be of opposite polarity. The light emitting diode LED  2  is connected to terminals of opposite polarity of the two batteries  92 ,  93 . An electrically conductive spring contact  105  is attached to the negative terminal of battery  92 . The LED is illuminated by manually compressing the front and rear covers  1 ,  2  so as to press batteries  92 ,  93  towards one another in a direction of arrows P. In this way, contact  105  is electrically connected to the positive terminal of battery  93  so as to complete a circuit for LED  2 , thereby switching on the diode. The natural resilience of the covers  1 ,  2  and the spring contact  105  ensures that the circuit is broken when the covers are released. Thus the arrangement provides a convenient and inexpensive push-switch arrangement. The arrangement of  FIGS. 42 and 43  can be modified to include the circuit board  88  and associated circuit components illustrated and described with reference to  FIGS. 38-41 . 
         [0151]    A further switching arrangement is illustrated in  FIGS. 44 and 45 . This arrangement uses a flat, circular lithium battery  106  that has positive and negative terminals on its opposite circular faces. The battery  106  is attached to a rectangular, folded plastics membrane  107  with printed circuit patterns  108 ,  109 ,  110  on its surface. An amber light emitting diode LED  2  is surface mounted on the membrane  107  with its terminals electrically connected to printed circuit patterns  109 ,  110  respectively. Pattern  110  is also connected to one terminal of the battery  106 . The other terminal of the battery  106  is connected to circuit pattern  108  and the circuit is completed through a switching region S. During manufacture, the membrane  107  is folded into a flat package and inserted into receptacle  9  in the device. One of the wheels  16  is configured as a rotary switch with a switching contact  111  thereon. The wheel  16  rotates between the two folded portions of the membrane  107  so as to bring the switching contact  111  into the switching region S. When so located, the contact  111  completes the circuit between the two battery terminals through LED  2 , by forming an electrical connection between the ends of the circuit patterns  108 ,  109  in the switching region S. 
         [0152]    The switching action of wheel  16  shown in  FIG. 44  can be developed to operate other electrical apparatus (not shown) within the device and a window  112  may be provided to cooperate with a marker  113  on wheel  16 , so that by aligning the marker with indicia  114  individual electrical circuitry can be switched on and off. For example, the device may include broadcast radio circuitry or RFID circuitry as previously described and appropriate contacts on the wheel  16  may be provided for such circuitry, such as contact  115  shown in  FIG. 44 . This contact is configured to cooperate with further stationary contacts (not shown) to enable energisation of such additional circuitry in the device. 
         [0153]    The bookmarks need not necessarily be configured as described herein and other bookmark designs could be used. Also, the bookmarks need not necessarily be configured in different versions and the same advertising material can be supplied for all the different categories of book titles. Also, the bookmarks need not necessarily be only distributed at no cost to the customer and they can be supplied directly to the retailers for sale at a non-zero price. 
         [0154]    The bookmarks described herein may also be used as promotional tools, which are provided with promotional inserts or advertising material specific to a particular promotional project. Such promotional tools need not necessarily be supplied with books at the point of sale as previously described, and may instead be distributed to support the launch of any new product or service, for example as a free gift. 
         [0155]    For example, the device may be configured for use as a promotional tool for inclusion in a so-called goody bag provided to tourists. The goody bag may contain airline tickets or other travel documentation. The device according to the invention may be used as a promotional tool with targeted advertising thereon, with promotional items as inserts in the pockets. For example, an airline can promote its in-flight duty free services with advertising copy on the device, and the inserts may comprise samples of items available for purchase duty free. 
         [0156]    The bookmark has been described primarily with five rotatable wheels and four pockets. It will however be evident to the skilled reader that the device can be assembled with any practicable number of wheels and pockets. Moreover, the invention is not limited to the size of the pockets and wheels described in the embodiments of the bookmark described above. The details of the blank may be modified to adjust for different sized pockets and devices. 
         [0157]    Moreover, the invention is not limited to be used in the assembly of a bookmark bearing advertising material printed thereon. The blank described with reference to  FIGS. 7 and 8  or  FIGS. 24 to 30  may be used as an advertising medium having no relation to bookmarks or it may be decorated to be used as a novelty item wherein the pockets constitutes frames for photos etc and the information printed on the wheels relates to the date or a count down to some special event important to the user of the novelty item. Moreover, the rotary wheel assemblies may be used separately in toys. 
         [0158]    The invention has been described in detail with respect to preferred embodiments, and it will now be apparent from the foregoing to those skilled in the art, that changes and modifications may be made without departing from the invention in its broader aspects, and the invention, therefore, as defined in the appended claims, is intended to cover all such changes and modifications that fall within the true spirit of the invention.