A page that folds out to reveal extra space, usually from the front cover.
So someone has suggested a gatefold for your next campaign and you’d like to know what it involves. A gatefold is one of the most eye-catching formats in print. It’s also one of the most complicated to arrange. This guide explains what it is, why advertisers use it and what to plan for.
Key takeaways
- A gatefold is an extra panel that folds out from a page, most often from the front cover, to reveal more space.
- It’s rare and physical, so readers tend to notice and remember it.
- It needs early booking, close work with the publisher’s printer and usually a significant budget.
- The design has to work both folded and unfolded.
What a gatefold is
A gatefold adds a folded panel to a page. When the reader opens it, the panel swings out like a gate to reveal a larger spread. The most common version in trade magazines is a cover gatefold: the reader sees a partial front cover, opens the flap and finds the advertiser’s message inside, often across two or three panels.
Gatefolds can also appear inside the magazine, folding out from a page to create a wide panoramic spread.
Why advertisers use a gatefold
A gatefold asks the reader to do something physical, which makes it memorable. It also gives you more space than a double-page spread, which suits product launches, anniversary campaigns and big show issues. Because only one gatefold can appear on the cover of each issue, it carries a sense of occasion.
What it takes to plan a gatefold
A gatefold changes how the magazine is printed and finished, so the publisher has to arrange it with the printer well in advance. Expect to book months ahead for a cover gatefold. The fold-out panel is usually slightly narrower than the page so it folds neatly, which means the artwork template is specific to that issue. Ask for the template before your designer starts.
Costs usually include the space and a production charge for the extra paper and folding. Ask for both before you commit.
Designing for the fold
The reader sees the closed version first, so the front of the flap must make them want to open it. Inside, use the width: a single image across the panels, a strong headline and a clear next step. Keep text and logos away from the folds, where they can be lost or cracked.
Fitting a gatefold into a wider plan
A gatefold is usually a single big moment, so make the most of it. Announce it on your own channels before the issue lands, share photographs of the finished piece and use the artwork again in a leaderboard banner or newsletter placement. Ask the publisher for extra copies to hand out at events or send to key customers, since a well-made gatefold makes a memorable printed piece in its own right.
Questions to ask before you book
- Which issues can carry a gatefold, and how far ahead must you book?
- What are the exact panel sizes, and is there a template?
- What does the production charge cover?
- Who approves the front of the flap, since it affects the cover?
- When are artwork and proofs due?
Common pitfalls
The commonest mistake is designing a normal spread and stretching it across the panels. Another is placing important text across a fold. A third is leaving the booking too late for the printer to accommodate it.
Is a gatefold right for you?
If you have a major moment to mark and the budget to match, a gatefold can be the most memorable placement in the magazine. For most campaigns, a well-designed spread or cover position delivers strong impact with far less complexity.
Why listen to me on this?
I have spent around ten years in B2B publishing as an editor and content strategist, working across national and international titles. I currently edit an industry-leading international journal, played a central role in launching its sister title and previously edited a leading retail publication. My work has covered print magazines, digital content, newsletters, social media, audience growth (taking one title’s LinkedIn impressions from tens of thousands to over a million a year), staff training, AI-assisted workflows and regular contact with senior industry and government figures. I have also judged industry awards. I’ve worked with printers and advertisers on special formats for the titles I edit, so I know how much planning a gatefold needs and what it can achieve. My About page has more on the publications I’ve edited.
If you have a question about gatefolds, or a different experience of them, I’d be glad to hear from you. You can get in touch here.