Patent ID: RE38696

Claim:
A pop-up advertising piece, comprising: a booklet-shaped advertiser defined by a front cover portion and a back cover portion integral therewith, the front cover portion having a width and also having a normally inwardly facing surface and a normally outwardly facing surface, the back cover portion having a width and also having a normally inwardly facing surface and a normally outwardly facing surface, the front cover portion being integrally associated with the back cover portion along a generally vertical fold line; the booklet-shaped advertiser being movable from a closed position with the normally inwardly facing surfaces in confronting relation to an open position with the normally inwardly facing surfaces facing outwardly in a substantially common plane; an anchoring strip in vertical confronting relation to the normally inwardly facing surface of one ofthe front and back cover portions, having a width substantially less than the width of the corresponding one of the front and back cover portions, and having top and bottom edges secured to the inwardly facing surface of the corresponding one of the front and back cover portions in general proximity to top and bottom edges thereof; an internal substrate overlying at least a portion of each of the normally inwardly facing surfaces of the front and back cover portions, the internal substrate having one vertical edge secured to the normally inwardly facing surface of the other of the front and back cover portions opposite the anchoring strip and having the other vertical edge secured to the anchoring strip on a surface thereof facing away from the normally inwardly facing surface of the corresponding one of the front and back cover portions, the internal substrate having a first fold line in spaced relation to the generally vertical fold line when the booklet-shaped advertiser is in the closed position; the internal substrate having a second fold line on a side of the anchoring strip opposite the first fold line, the internal substrate having one portion extending from the first fold line to the second fold line and passing between the anchoring strip and the inwardly facing surface of the corresponding one of the front and back cover portions, the vertical edges of the internal substrate being secured so as to cause the another portion of the internal substrate between the second fold line and the anchoring strip to pop up when the booklet-shaped advertiser is moved from the closed position to the open position, the second fold line of the internal substrate being caused to move toward the anchoring strip thereby.