It is easy to be fooled by the idea that print newsletters are no longer needed. So much more can be accomplished with an e-newsletter and there is always the ever escalating cost of postage, especially for “flats”.
On closer and more careful evaluation, however, there is a very strong case for implementing an integrated approach utilizing both print and “e” versions. Let’s look at some the reasons:
Print versions offer the publisher some unique advantages. These include
- Control over how it’s brand looks on paper (exact colors, type of paper, fonts and overall completed look (as opposed to a number of pages stapled together)
- Portability for the user to read in a far broader range/nature of locations
- Creating a connection with the reader that credibly presents the most compelling reasons to go on-line and experience the extended “multi-media” version of the newsletter
- Readers are provided with an option that does not force them to go on-line (believe it or not, there are still many people who prefer to read printed news/information).
- Extended depth of coverage of any topic contained in the newsletter the reader may choose to explore
- Use of audio and video content that can immeasurably enhance the user experience
- Hyper links to relevant content from previous publications and/or to complementary web-sites further enhancing the user experience (and publisher’s brand value)
- Of course there is no requirement for postage (but there is substantially increased expenses related to graphic design, website resources etc).
Beyond these considerations are other important factors re-enforcing the merits of both print and e-newsletters. These will be discussed in future commentaries.