Get noticed! promote your business with a newsletter - includes related guide to creating a newsletter and an article on desktop publishing sources - tutorial

Home Office Computing, August, 1991 by Leslie Simons

Timesaving templates. Remember to save your work and to print sample proofs often (on-screen representations aren't precise enough for proofing fine graphic details). Also, if your layout program allows, save your publication as a template. A template is a design that can be used and updated time and again, eliminating many repetitive steps.

PRINTING CONCERNS

As you plan your newsletter, consider how you'll have it printed. As a general rule, a newsletter's image is enhanced by quality color printing. But that doesn't mean you can't create an effective publication using laser printing or quick-printing services. What matters is that the newsletter's texture, content, and appearance match your marketing goals, budget, and business image. For example, do you want your newsletter to reflect an awareness of environmental issues? If so, print it on recycled paper and use water-soluble inks. Does your budget allow for two-color printing? If not, consider colored ink (instead of black), black ink with gray tints, or colored paper stock.

Note that your choice of printing technology may effect your layout design. If you want to quick-print a newsletter, for example, keep the layout simple. Avoid page elements that don't copy well--such as initial caps, photographs, screened boxes, and large black or gray areas--and elements that require precise alignment: bullets, page numbers, and multiple-deck headlines. Stick to one or two basic typefaces for all text elements. And consider adding a border to your master pages, especially if you're trying for a formal or academic effect. Borders create a natural framing effect by containing every text and graphic element on a page. Also, should a copier or laser printer produce slightly crooked pages, borders will reestablish the page orientation and focus for your reader.

If you'll be working with a commercial printer, make sure your contract clearly defines

* type of paper stock;

* number of pages per issue;

* number and type of special effects, such as colors, screens, or photos;

* color separation costs;

* delivery deadlines; and

* accountability agreements for corrections or delays.

Finally, make sure the printer stores an ample supply of your newsletter paper stock. This may sound obvious, but printers have been known to run out, leaving readers confused at the change in paper texture, weight, or color. So call your printer well before your mailing deadline--and try to stick with standard paper stock instead of special paper.

DO WHAT YOU DO BEST

No matter what your marketing goals are, be aware that desktop publishing can force you to take on many roles--from writer and editor to designer and pasteup artist. Size up your existing skills and know when to delegate jobs you haven't the time or ability to do yourself. That way, you'll make the most of your valuable time.