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Move Over Hearst and Turner -- We're Starting Our Own Company Newletter
Have you decided publishing a newsletter would be a great way to get your information out to the public as well as promote your biz? By following these easy guidelines, you'll be well on your way to publishing an informative, yet entertaining newsletter!
Decide on Frequency and Size of Publication
This is a big -- maybe the biggest -- deciding factor when thinking of starting a newsletter. Be realistic. Sit down with your list of objectives. Do you really have time to publish an 8-page glossy newsletter every month? You may want to consider cutting back to 4 pages monthly, or 8 or more pages on a quarterly or bimonthly basis.
Also, think about the timeliness of your information. If you're announcing fall sales or publishing articles on your Halloween party, you don't want to hit the presses in January! Make sure to publish frequently enough for the information to remain current. (Again, it's easier to start out slowly and build gradually than to start out big and realize it's too much work, then have to cut back.)
Develop a Format
Some of the best format concepts can come from other newsletters you find attractive, informative, fun, and visually exciting. (Isn't imitation the sincerest form of flattery?) Start collecting newsletters you like, then borrow certain elements from them. Don't worry at this point about the writing and style; look for an attractive format and graphic design. Some elements to consider:
Length
Again, keep in mind this is an ongoing project. Better to start small and build your way up than burn out trying to pack the newsletter with too much info.Color(s)
Consider your artistic ability, office equipment, and budget on this one. The idea of a professional-looking, 4-color newsletter is very appealing, but the commercial cost of printing can be outrageous. Depending on your design experience, it might be better to start with black and white or one color at first, then see how it goes. You can always get fancy later.Type style
Decide on a type style to match the image of your biz; feel free to choose more elaborate fonts for the headlines, but stay away from ornate, hard-to-read type styles for the text.Masthead
This is the first thing readers are likely to see and it will project the image of your biz. Make sure it's distinguishable and typifies what you're about.Standardized columns and articles
Decide how many columns you want and establish a standard length for feature articles. This will make designing the newsletter easier and create a feeling of continuity among issues.Gather Story Ideas
A company newsletter is an ongoing project that demands a lot of creativity and ingenuity. To guarantee its success, your story concepts better interest and appeal to your readers. And they still need to fit your editorial philosophy and serve one or more of your defined purposes. Start a file for story ideas. Anything that strikes your fancy as a potential article or photo for your newsletter can go in this important file. If you use contributing writers, provide them with deadlines for submitting ideas so you can schedule stories on time for the next issue.
Ideas, Anyone? . . . Anyone?
Basic story ideas and concepts can be collected from a number of resources:
- Newspaper clippings pertaining to your biz or profession
- TV and radio broadcasts
- Other newsletters
- Conversations, conferences and seminars
- Books and periodicals (make sure to ask for permission if you want to excerpt verbatim!)
- Special events
- Interviews with interesting clients, suppliers, or connoisseurs
Slant the material to fit your newsletter -- and business -- style. Experience tells us that, after the first few successful editions you publish, your community of clients and readers will fill your pages for you with submissions. The more, the merrier!
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