Contents for Real-World Newsletters to Meet Your Unreal Demands

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Preface

Acknowledgments

1. Editing Newsletters: Managing the Process Without Making a Spectacle of Yourself

• Working relationships: an overview
• The publisher sets the agenda
• Always put your mission front and center (and stand behind it)
• What makes a publication a newsletter?
• Nurturing a core readership
• Basic types of newsletters
• Meeting multiple unreal demands
• Editors manage a process, not a thing
• Message strategies and natural selection
• Getting the editorial process under control
• Tailor production to your editorial process
• Think about quality control issues
• Editing a credible in-house publication is an art
• An editorial and readability checklist
• Getting print-worthy quotes
• Copyright should be a concern
• How to encourage subscriber loyalty
• How to conduct a reader survey: a case study
• When and why you should redesign

2. Designing and Producing Newsletters: The Bare Essentials for Editors

• Good design is a set of good choices
• Everybody understands what "good" is ... right?
• Design vs. production
• What editors need to know about the production phase
• Production and printing decisions
• What editors need to know about typography
• Choosing, placing, and editing images
• Essential type and design terms for newsletter editors
• Anatomy of design conventions for newsletters

3. Design Sampler: The Good, the Bad, and the Better

• Problems and solutions
• Don't do that
• The redesign of a real, live newsletter

4. Writing and Revising Newsletter Content: How to Help Readers See and Hear What You're Saying

• Reader-centric copy gets read
• The process of writing an article
• The lead's the linchpin
• Creating narrative perspectives
• What's newsworthy?
• Editorializing vs. objectivity
• Telling details: now see here, now hear this
• "Ghosting" for someone else's byline
• Editing the writing of others
• The 10 most common writing problems
• Basic story types you can build from the lead
• How to write under deadline pressure
• Targeted marketing strategies
• Why writing short is harder than writing long articles
• When the longer article works better
• Giving the story a voice: texture in writing
• Writing display elements: a case study
• Displayed lists can help organize complex copy
• Quoting from published works: "Who said that?"
• Lies, damned lies, and statistics
• Coming to strong conclusions
• How to write news that's not fun to read

5. Writing Gallery

Appendix A -- Online Newsletters and Computer-Assisted Journalism

Appendix B -- Publishing Resources

Appendix C -- Bibliography

Index

Credits

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