Things to Consider In Printing Newsletters
The purpose of your newsletter may be to keep members of a club updated on current events, to promote your company and keep up a connection with customers, or to generate sales. Whatever your goals, there are a few things that you need to consider before designing and printing newsletters. Deciding on layout format beforehand will save you from timely setbacks that can cause you to miss your deadline.
1. Some newsletters are printed in black-and-white to cut costs. While considering cost is necessary, you need to weigh money saved against the quality lost. Full color newsletters are much more appealing. Don’t be fooled by the term “full color,” though. This term refers to commercial printing, which involves using the four color (CMYK) method of printing. A stunning newsletter uses color in concentrated, select areas rather than scattering small bits of color throughout.
2. Choose the type of fold for your newsletter. Generally, most newsletters use only one of two fold types: the French fold or the double parallel fold.
French Fold
The French fold involves folding the paper in half, then in half again perpendicular to the first fold. Often, the purpose of the second fold is to merely make it less bulky for mailing. Therefore, the layout is set according to the standards of a half fold. This creates a newspaper feel.
Double Parallel Fold
Double parallel folding also provides a “news” feel because the layout can also be based on the first fold only so that the second fold is to provide for easier mailing.
Of course, you may decide that you want to lay out the newsletter according to the full folding technique. Play around with the folding by sketching a layout on a piece of paper to help you decide what works best for your newsletter image.
3. The type of paper used in newsletter printing can help to reduce costs. Most newsletters use a lighter, uncoated paper, such as #70 text, which costs less than a heavy gloss paper. Although a heavier paper is not necessary since the idea is to copy the image of a newspaper, you might decide that yours needs the durability of a heavy, coated paper text.
4. The size of the paper refers to the final size when the newsletter is opened flat. Avoid delays in printing by designing your newsletter for the appropriate size. If you want an 11×17 tabloid size but design the layout based on an 8.5×11 letter size, then your final product will either have margins that are too large or its also possible that valuable information will get trimmed because of the size error.
5. When you are ordering newsletters from a commercial printer, you may not be able to find a template specifically for newsletters. If this is the case, simply choose a template from the flyer list, or brochure list if flyers are not offered. Both of these provide folding and paper options needed for newsletters.
Marketing Through Information
I’ve always been involved with various short story magazines. Who knows how many monthly newsletters I get, or other information on how they’re doing. Knowing how well they’re issues sell or what they’re planning to do next is such a simple thing. I know they aren’t spending much money printing all of those newsletters and business brochures given how small most of these companies are.
I’m not sure how many times I’ve looked at a magazine only to forget it a few weeks later. I might’ve even enjoyed the issue, but if I take in too many things at once, remembering isn’t always the easiest thing. But one thing I know: when I get those newsletters, I know exactly what magazine I’m dealing with. If I’m close to a place, I like to know how they’re doing and if I’m looking at so many different companies it isn’t easy to remember who they all are. Given the affordable nature of it, it just doesn’t seem to make much sense for a company not to take advantage of keeping their customers up to date. I’m always going to remember the magazine that took the time to write up a nice looking newsletter than the one who doesn’t seem to care either way about the business I bring them. I can only hope more companies come to realize how much this works. It would be nice to feel a little more appreciated.
Entry by Philip Roberts
