• • • • •

Define a newsletter and discuss the principles in creating a newsletter What is creative thinking? How is effective thinking affects creative thinking? What is visualization and how would you get a good visualization? List the steps in developing ideas?

When done correctly, newsletters can be one of the most effective chapter and club member communication techniques. Newsletters keep your members up-to-date on the latest activities, new members, industry or club news and other important items. Newsletters can also be a great tool to communicate with potential or new club or chapter members, purveyors, the media, the public and the business community. A newsletter can also be used as a marketing vehicle. This handbook takes you step by step through the process of creating a newsletter—from creating a mission statement, masthead and overall design to writing and editing the articles and using photos and cutlines.

Defining the Primary Purpose of the Newsletter
Whether you are creating a newsletter for the first time or reviewing an existing newsletter, it is important to determine the intent of the newsletter. Ask yourself, "What is the primary purpose of this newsletter?" Is the newsletter primarily to inform chapter or club members about the chapters or club's services? Is it to inform employees? Is it to be used primarily as a vehicle to attract new members? Will it be used to inform the public? Is it a vehicle to communicate with purveyors? Because a newsletter may lend itself to more than one of these purposes, you must narrow it down to its primary purpose. Once you have determined the primary purpose of the newsletter, it is important to assess the characteristics and needs of the primary readers of the newsletter. This typically goes hand in hand with the purpose of the newsletter. If the newsletter's primary purpose is to inform employees and employees are the primary readers, what level of education have they completed? If the primary purpose of the newsletter is to inform club members of upcoming activities, what are their information needs? Are the members seeking information, entertainment or a healthy mix of both? Are your club members mostly professionals who have little time to read lengthy articles? These types of questions need to be answered to ensure an effective newsletter.

it is best. Another example is Cherokee Town and Country Club's newsletter. if there is information of relevance to other club managers who are not members of the chapter. Cherokee Life. You want your members to look for it at a regular time. Use the worksheet on pages 6–8 when figuring your budget. it is important to keep it consistent. This identifies the newsletter with the chapter (its logo is a peach) and indicates. You may have enough in your budget for one issue per year. For example. Most often. The name should reflect each of these elements. to publish your newsletter quarterly. that the publication contains newsworthy news. its audience and its mission statement. bi-monthly or perhaps even monthly.Naming Your Newsletter The name of your newsletter gives it an identity. The newsletter has a personal touch and gives the reader a sense of community. It is important to carefully go over every aspect of producing your newsletter in order to accurately determine the total production cost. quarterly. When selecting the name. the newsletter should be a member benefit. at a minimum. Budget The newsletter budget determines everything. whatever the frequency. you may wish to charge those individuals a modest subscription fee. by the word review. twice yearly. This clearly indicates that the newsletter contains articles about upcoming club events as well as news on club members. . or information pertinent to purveyors. Frequency How often your newsletter is produced depends on your club's or chapters funds. However. Whatever you decide. keep in mind the purpose of the newsletter. Free or Subscription You need to determine whether your newsletter will be a member benefit or whether there will be a subscription fee. For that reason. the Georgia Chapter named its newsletter Peach Review. if your primary readers are club or chapter members.

fees could cost between $50 and $150 per article. There are a number of factors to consider when selecting your paper. if you are publishing once per year and the bulk of your chapter's activities occur in the summer. would it be better to send the newsletter in an envelope or can it be a self-mailer? . You can obtain from any printer paper samples that will show you numerous possibilities for every size budget. Length Typically. Odd page sizes create a waste of paper and can increase your printing costs. high-speed. or finish.Freelance Writers or Volunteers Who is going to write the articles for your newsletter? If you decide to have freelance writers. however. quarterly or bi-monthly. Ideally. e. This size allows a newsletter to be a self-mailer and lowers printing costs because it is a standard paper size. 2. newsletters run in increments of four pages. yearly. When talking with a printer. Purchase your paper stock in bulk and store it at the print shop. Some chapter newsletters are produced by using the front and back of a single page. A non-coated stock (60# offset stock) is a wise choice when producing a blackand-white newsletter. you should decide on how to distribute your newsletter. consider forming a chapter newsletter committee to be responsible for submitting articles. quality and grade. Fonts and font sizes are discussed in greater detail later in this handbook. for a club newsletter. it is important to decide the ideal publishing time. you can either reduce or enlarge your font size to get your newsletter to the desired length.. a Xerox-brand. For your chapter newsletter. size. but it should be pointed out that if you are just short or just over meeting your page limit. The newsletter can be produced on a Docutech. should all be discussed with the printer prior to selecting a paper for your newsletter. Weight. A paper you thought to be too expensive may be the printers house stock. Paper The paper on which you choose to print your newsletter has an impact on your budget. Should your members pick up the newsletter at the club or should you mail it? If it is for chapter members. find out what his or her house paper is. high-quality copier capable of reproducing halftones and screens. Some money-saving tips include: 1. Distribution If your newsletter is for club members. you will need to decide if your members would prefer a "what's coming up" type of publication that should be printed in March for planning purposes or a "this is what happened" type of publication with photos and recaps of the summer's activities that can be published in October. color. this type of newsletter is difficult to read because its text is quite dense.g. you should enlist the assistance of your department heads (and maybe even members) to contribute a column for each issue. and you will be able to purchase it at a lower rate than elsewhere. For example. Publishing Schedule Once you have determined how often your budget will allow your newsletter to be published. Size The most common size of newsletters is 8-1/2 × 11 inches.

A printer shoots the photo as a half tone. . and adjusts the photo accordingly. a desktop publisher. review recently completed print jobs and look for smudge-free printing. you need to pay attention to color separations. including writers. a picture with varying degrees of tone from light to dark. In a club newsletter. review samples of his/her work to make sure the artist's style fits the style you want. you need to use a high-resolution printer or your photo will appear blotchy and unclear. In a chapter newsletter.e. each of which contains only those elements that should be printed in a particular color of ink. when selecting a graphic artist or a printer. The printer can also crop the photo according to your crop marks on the newsletter. the higher the price. make sure they have computer systems compatible with yours.. scanning. proofreaders. high-resolution photographs and even the folding and stapling. design a very thin black line or white space between colors so they do not touch. Advertising Revenue Advertising is a great way to help defray the costs of producing your newsletter. There are advantages and disadvantages to each number of columns. Additionally. or whether you need the printer to handle them. which is why many newsletters do not use photos at all or use them sparingly. purveyors can promote their products or services that directly relate to club management. When hiring a printer. Before hiring a professional graphic artist to design and layout your newsletter. Colors that run together make it more difficult for the printer because the chance of the colors bleeding into each other is greater. Photographs Photographs can add considerable cost to producing your newsletter. However. a photographer and a mail house. enhancing and cropping them on your computer. and if your budget will allow for them. a designer. If possible. It has been found that a line length of 35 to 45 characters is the most comfortable to the eye and that most readers are challenged when having to read extremely long or short lines. members may wish to advertise their company in hopes of getting fellow club members' business. In order to get the best half tone. editors. i. You need to consider whether you can handle the photos internally. The more difficult the color separations. Most newsletters use from one to four columns. a printer. Color separations are a series of pages. everyone likes seeing themselves in print. Use the following checklist before selecting a professional to handle your newsletter: Color Separations If you are producing a newsletter with more than one color. Elements of Design Column Use The number of columns you choose to use will depend a great deal on the expertise of the individual who will lay out the newsletter. you need to budget for outside professionals.Professional Expenses Who is actually putting together your newsletter? If you do not have the internal expertise. photographs will increase your newsletter readership.

the more text-heavy the pages look. By placing or extending headlines. this format also offers the most creativity since you can use the columns in any combination. Headlines can either fit over a single column or be spread over two. The same care taken in deciding on a newsletter name should go into creating the nameplate. stories do not have to follow one after the other. sub-heads and photographs into the scholars margin. This can be accomplished by using big headlines or horizontal rules and by leaving large white spaces. a brief description of the newsletter and a logo. It may also contain your mission statement. The shorter line lengths can be more difficult on the readers eye. The articles are arranged one after the other in sequence. you will want a nameplate to reflect that informality. . The layout can become too busy with different elements vying for the reader's attention. With two columns. This can be avoided by using large margins and lots of space between columns. Keep in mind that the wider the column. which includes the name of the newsletter. In this format. you decrease the line length and improve the readability of text. making the newsletter less reader-friendly.The one-column format is the easiest to produce but is limited creatively. Nameplate and Masthead A nameplate refers to the design on a newsletters front cover. you need to pay particular attention to "tombstoning. The two-column format lends itself to more creativity. If you have selected a more formal name like Chapter Report or Member Advisor. Wide margins will make the column narrower and the lines of the text easier to read. In the three-column format. If you are using larger type sizes. articles can run one after the other like a snake or interlock like a puzzle. Instead. Use your club or chapter logo and keep the nameplate uncluttered. the issue date. With this format. contributors and photographers. The masthead is a listing of the editor. It also contains the address and telephone number of where the newsletter originated in the case of a club newsletter or the contact person for a chapter newsletter. Do not use too many graphic elements or colors or fancy script. the pages should have wide margins." which refers to article headers lining up across the page forming a sort of tombstone. However. The four-column format presents the greatest challenge for a designer. the margins can be narrower than those used in the one-column format. they can be placed side by side for more diversity. you will want a more formal nameplate. A three-column format is the most common newsletter format. In order to successfully use the one-column format. The interlocking style is a little more difficult to use and looks like the layout of a newspaper. Another successful one-column format employs what is called a "scholars margin" or a deep left margin. If you have selected a less formal name like Country Club Exchange or Club Accents. A newsletter with the three-column format has the potential to look like a lot of lines and text—not at all reader-friendly. You should avoid using long words with this format. You should clearly separate the articles. but it is a little more difficult to put together. Be aware of your line lengths when using the four-column format. a two-column format will provide a comfortable line length.

be sure to stay away from tombstoning. but refers to the last line of a paragraph that appears at the top of the next column. it can be the last line of a paragraph at the bottom of a column or the first line of a paragraph that appears at the bottom of a page. Both widows and orphans can be eliminated by a combination of adjusting your kerning. An "orphan" is similar to a widow. Ideally. For that reason. the last line of a paragraph should fill nearly 50 percent of the line. Again. tracking and leading. Widows and Orphans The term "widow" refers to one or two words on a line at the bottom of a paragraph. These terms are covered in the typography section of this handbook. the potential for text.Inner Pages When setting up the inner pages of your newsletter. . it is important to keep in mind that these pages face each other.and line-heavy columns is even greater on the inside pages. but you will want some sort of identifiable inner header that echoes the nameplate. there is no nameplate. On the inside pages.

. it is helpful to include a short table of contents on the front page. If your newsletter is four or more pages in length. This helps direct the reader through the newsletter as well as allow you to highlight articles and draw attention to particular articles.Calendar of Events and Table of Contents Many newsletters contain a calendar of events in each issue that readers can easily refer to when planning their schedules. Depending on how frequently your newsletter is produced. You can either include a complete table of contents or simply feature the articles that you feel are most important. you will want to include a month's worth of activities or a yearly calendar.

You should seek at least three quotes for printing your newsletter. photos. making it easy for the reader to find the section he/she wants to read. Tell the printer your newsletter's needs. The more you can tell the printer. Typography Serif and Sans Serif A serif font refers to a font that contains little hooks on the end of each letter. . paper size. the number of pages. staple. Choosing a Printer When selecting a printer to print your newsletter. the more accurate your price quote. hole punch. saddle-stitch. A serif font helps the reader more easily identify a word because of the little hooks that give the letters a more identifiable shape. This is less expensive than color coding because they can be printed in black or whatever color your newsletter is printed in rather than adding additional colors. fold. The most common use of these fonts is to use a serif for the body text and a sans serif for headers such as those used in this handbook.e. it is vitally important to fully discuss your newsletter with a printer. One such user-friendly feature is the use of color to identify the different sections. Newsletters can similarly use color to code each department. i. paper stock. When choosing a font. When you meet with the printer. choose one that is reader-friendly—one that is easy on the reader's eyes. The lifestyle. This. can be expensive. ink blots or messy work. sports and business sections are each coded in a different color. Not all printers are capable of offering the same services. You need to tell the printer everything you know about your publication to determine if he/she has the right capabilities for your job as well as getting a price quote.. Some specialize in twocolor printing.Teasers An effective way to engage your readers and pull them into the publication is to use a teaser on the front page. For these reasons. This is an example of a sans serif font. there are many factors to take into consideration. Its success is largely due to its readerfriendly style. Ideograms are symbols used to symbolize a particular department. Each of the items just mentioned is a separate cost. Another method for identifying departments is through the use of ideograms. Others do four-color printing. Some printers can do the entire job in their shop while others farm out parts of the job. This is a simple tag line that is catchy and refers the reader to a certain page in the newsletter to read more Color/Ideograms One of the most successful newspapers is USA Today. news. ask how many days it will take to print your job and look at recent samples of his/her work — look for smudges. The text of this handbook is written in a serif font. however. colors. tears. meaning they print in black and one other color. A sans serif font means simply that the letters are without serif.

The Headquarters staff will be able to supply you with the most up-to-date Association activities.Developing Story Ideas Your newsletter should contain certain departments that will appear in each issue. Once you have determined which departments will appear in each issue. edit. the more error-free your publication will be. Listed below are a number of department headings from current club and chapter newsletters that can help you in determining which departments should be included in each issue and which lend themselves to special issues throughout the year. see what club or chapter activities are planned or are being planned around those publishing dates. You may find that some of these work as department headings while others fall under that heading as a subhead. Golf Update. etc. From issue to issue there will also be special departments added for their timeliness such as World Conference News. you should be assured of producing a reader-friendly. etc. Again. it should be distributed to the editing team again for a final look to catch any glaring errors. News From the Chef. New CCMS. it may include Message From the President. etc. it is a good idea to have a regular editing team that can edit each article for grammar. For example. initiatives. Then. once the newsletter has been laid out. spelling. The more you edit and the more eyes that see your newsletter before printing. On the following page is a sample editorial schedule for a bimonthly chapter newsletter. you can submit to each of the department writers an editorial schedule based on the frequency of publication. This will help you in determining which special departments should appear only in certain issues. referring to your publishing schedule. stay in close contact with the National Headquarters. . Conclusion By following each of these steps in creating your newsletter. Retiring Manager Profile. Those writers should have no excuse in meeting deadlines with the entire year outlined for them. style. etc. that you can include in your newsletter. Tennis Update. edit. punctuation. Upcoming Activities. Just one final note: edit. timely and interesting publication. Once articles have been turned in for a particular issue. For chapter newsletters.. Member News.

This forces the reader to open the newsletter and see what is inside. The second element is the cover article which continues inside. . The first is the use of a photograph and cutline. address.Mastheads. Front Covers and Back Pages The Woodmonter The Woodmonter is the monthly newsletter of Woodmont Country Club. which helps the reader easily identify the nature of the publication. There are two elements that really pull this front page together. The photo immediately draws the reader in and captures his/her attention. contact phone number and date of the publication. The masthead is easy to read and contains the name of the club. Woodmont uses two colors—green and black—throughout its publication and it uses screens of both to diversify and highlight various areas of text.

Sign up to vote on this title
UsefulNot useful