14. Print Newsletter

What it is:

Whether it's merely a double-sided sheet or a 16-page document, print newsletters offer attention-grabbing content meant for rapid consumption. The average print newsletter is generally between four and twelve pages.

A cool tool for:

• Reaching audiences who may not be Internet savvy
• Brands with customers and prospects that work outside an online environment
• Companies with deep mailing lists

Not so hot for:

• Companies that can't resist making glorified sales pitche
• Organizations without time/money for print production and mailing
• Businesses without stories to tell

RSM MCGLADREY ADVANTAGE NEWSLETTER
	As part of an integrated content market-ing program, RSM McGladrey's newsletter helped the consulting firm increase top-of-mind awareness among target CEOs and CFOs by nearly 60 percent. Case study compliments of Hanley Wood Marketing.

GREAT AMERICAN
	Great American newsletter uses a six-page tri-fold newsletter to make an impact with customers and prospects. Case study compliments of BeTuitive.

LEADING EDGE
	The Leading Edge turns the standard newsletter into a 20-page, original content, business magazine for clients and prospects. Through the Leading Edge Alliance, member firms contribute 25 percent of the content and can distribute a custom version of the publication with its name on the cover Case study compliments of The Wise Group.

3 key play points:

1. Print newsletters are terrific for on-the-go audiences: business travelers, commuters, strap-hangers
2. Production quality counts - the way your content is presented is as important as the content itself. Design matters
3. Make sure you know your audience's precise information needs before you commit to an editorial platform
   
   

Bonus Links:

• Print Newsletters Still Pay Dividends in a New Marketing World via the Junta42 blog
  

Chapter 13 - eNewsletter

Chapter 15 - Blog