Distribution

Newsletter distribution tends to be easier than magazine distribution as they are often smaller and therefore easier to handle and lighter and less expensive to post.

Publicity

Newsletters often function within more of a closed community than magazines do, so they can be easier to publicise. Many newsletters are for employees of a business organisation or membership body, who receive them automatically, therefore removing the need for publicity to the majority of readers. If you do need to publicise your newsletter, a good way of doing so is through existing readers; this is inexpensive and effective and all you need to do is ask current readers to recommend, or pass on, their newsletter to someone else. These new people can do the same in turn, potentially growing your readership base substantially. You can also publicise newsletters on the Internet, either through your own website, via emails to people who are happy to receive communications from you, or through third parties.

Readers’ Surveys

This is not such a common practice with newsletters as with magazines, but there is no reason why surveys cannot be carried out for newsletters. The same guidance will apply as in Chapter 16 on reader surveys.

Principles, Values And Ethics

This is an area that may also not be considered as much with newsletters as with magazines, but the same issues arise with both.

Dealing With Problems

There are likely to be fewer problems with newsletters than with magazines, because of the smaller scale of activity. Some problems that can arise specifically with newsletters are:

• missing schedules, as newsletters are less substantial publications than magazines and people do not always take them as seriously. However, if you take yourself seriously as an editor, contributors should respond. Set clear deadlines, give reasonable amounts of time to respond to them and chase copy well before the final date. Also remember that if people understand the whole production process – what the deadlines are and when the readers will receive their copy, they are likely to respond better – understanding the whole process is really helpful to them. As a last resort, some publications ‘name and shame’ in a mild way, by publicly naming and thanking those who sent their copy in before the deadline
• filling space ‘for the sake of it’ in order to comply with a frequent production schedule
• adopting too serious or heavy a style, more fitting to a weightier publication
• sending newsletters to recipients who do not wish to receive them and subsequently complain – i.e. being a ‘junk mailer’

Ensuring Quality

The main ways of ensuring quality with newsletters are to:

• make sure they keep closely to their stated aims
• keep them topical and relevant
• proof-read diligently so that information (especially dates, contact details and advertising matter) is always accurate

Project Management

As with magazines, it is vital to have systems and procedures for getting your newsletter out on time and in accordance with your goals. Make sure everyone involved knows their roles and responsibilities and is capable of fulfilling them and keep them updated on deadlines. When people understand the whole picture, they are more likely to respond well. Finally, it’s important that you update your methods and activities to ensure that you have an effective and developing newsletter.