In order to create interest in advertising pieces in a consumer, a pop-up advertising piece includes a booklet-shaped advertiser movable from a closed position to an open position. An anchoring strip is in vertical confronting relation to a normally inwardly facing surface of one of the cover portions and has top and bottom edges secured to the normally inwardly facing surface in general proximity to top and bottom edges thereof. An internal substrate has one vertical edge secured to the one of the cover portions opposite the anchoring strip and the other vertical edge is secured to the anchoring strip. A first fold line is provided on the internal substrate in spaced relation to a generally vertical fold line of the booklet-shaped advertiser when it is in the closed position. The internal substrate also has a second fold line on the side of the anchoring strip opposite the first fold line. By positioning the internal substrate to pass under the anchoring strip, the vertical edges of the internal substrate are secured so as to cause the portion 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.