A poster mounted to paperboard and displayed by standing it on a counter or in a window is referred to as a "counter card." To support it, a paperboard easel is affixed to the center of the card and simply opens at a right angle to the card. The counter card serves a function similar to that of the poster, but has greater longevity. Often it is displayed near merchandise or has merchandise placed in front of it. The Schaefer poster is an example of a counter card.
– Harvey Offenhartz, “Point-Of-Purchase Design” (1968)