Newsletters - Integrating Print and Electronic Versions

By Stuart Slayen, International Institute for Sustainable Development (IISD)
May 2001

Newsletters are an invaluable source of information for receptive readers. These short periodicals expose people to your project or organization, promote action and direct people to additional resources. Producing print and electronic versions of the same newsletter will expand your audience and demonstrate organizational agility. How can the same newsletter succeed in print and electronic formats?

Writing Style: Don't think Web first. Don't think print first. Think reader first.

Generally speaking, Web writing and writing for print rely on a different set of principles. In the case of newsletters, however, the ideal styles are not markedly different. Successful print newsletters have been utilizing some Web writing techniques for years: varied content, short items, strategically placed bolds and bullets, etc.

Distribution

If you are currently distributing a newsletter electronically and considering developing a print version, inform your electronic readers and give them the option of requesting print (few will). If you are currently distributing a newsletter in print and considering developing an electronic version, inform your print readers and give them the option of requesting the electronic version (many will). You might find that libraries, NGOs and research institutes will request both versions.

Giving the choice will empower your readers and, in the case of going print to electronic, could lead to reduced costs as people move away from print.

If your electronic version is online, as a service to readers living far from your server location you might consider setting up mirror sites to allow for easier downloads.

Marketing and branding

Your newsletter is more important than the delivery mechanism. Resist the urge to call your newsletter Our Newsletter: The Electronic Edition or Our Newsletter: The Print Edition. Referring to something as a derivative of the other diminishes the value of that delivery mechanism. Just call it Our Newsletter. Your readers will know whether it's print or electronic. Allow new subscribers to choose how they receive their newsletter.

To ensure consistency, keep the writing, order of stories, issue date, etc., the same. Where formats allow, build in visual consistencies, particularly as they relate to your organization's logo, logotype and any other visual identifiers.

Formats

(Primary Source: http://www.companynewsletters.com/)

One of the key questions to ask when deciding to produce an electronic version of a newsletter (whether or not there is a print version) is which format is most appropriate for your organization. Each offers advantages and disadvantages. However, unless a newsletter is targeted at a limited and known audience, or users can be offered a choice of formats, sticking to plain text e-mail is safest.

PLAIN-TEXT E-MAIL

Strengths:

• Anybody with e-mail access can easily receive the newsletter.
• Requires little effort to format.
• Small file size.

Weaknesses:

• Might not attract attention because of boring appearance (especially if someone subscribes to a number of plain-text e-mail newsletters).
• Format doesn't allow for graphic design, making it more difficult to entice readers to stay with the copy.
• No bolds, italics and other formatting options make it difficult to differentiate special copy.
• Because of the non-visual nature of the newsletter, the organization cannot brand itself with logos and logotype.
• Differs dramatically in appearance from the print version.

HTML E-MAIL

Strengths:

• Readers only need e-mail access, not Web access, to view the newsletter (unless you are using photos—readers will need an open Internet connection to see photos).
• Allows for graphic design, branding and images.
• Excellent format if you know your readers are primarily reading the newsletter on screen.

Weaknesses:

• Only people with recent browsers will be able to get the full impact of the newsletter. People with non-standard or older browsers might just see code and nothing else.
• If designed as one long page of HTML, printing will not be effective.

WEB

Strengths:

• As a Web page, the newsletter can be bookmarked by readers, thereby encouraging return visits.
• It can be as attractive and functional as any Web site.
• As a Web page, it will get noticed by search engines, thereby bringing more people to your newsletter.
• Allows you to archive back issues for readers for convenient access.

Weaknesses:

• Readers require Internet access. If readers have an expensive connection and are reading on-screen, reading your newsletter could become an expensive proposition.
• Readers do not "receive" the newsletter in this format; they must "go to" it. Will they go (even with an e-mail prompt)? Will they feel like they are getting anything from your organization?
• They do not print well when they are designed to be read on-screen.

PDF

Strengths:

• Fewer design limitations than other formats. As far as integrating print and electronic versions goes, PDF allows for the most consistency between versions. Among other impacts, this means that the organization's brand identity is not compromised.
• The newsletter does not need a second design/formatting treatment, thereby saving time.
• PDFs offer the best printability.
• Readers can easily archive the PDF file electronically and/or in hard copy.

Weaknesses:

• PDF files can quickly become large and therefore take a long time to open.
• Some e-mail providers limit the size of mailboxes. PDF newsletters could quickly fill a limited mailbox.
• When graphics and photos are saved in lower resolutions or are "screen optimized," they will appear fuzzy.
• Readers must install special software (Adobe Acrobat Reader) to view and print the newsletter.

SD Case Study

Formatting Newsletters Online: Climate Canada
Climate Canada: A Canadian Lens on Global Climate Change was launched in October 2000 as a bi-weekly publication about climate change science, policy and news. It is produced exclusively as a PDF document and distributed by e-mail. Learn how IISD lightened the files for low-bandwidth audiences.