Print publications typically are out of date before they even come off the press. While there are much faster ways to communicate to employees, there still may be a place for print in your organization. All communication channels should be leveraged to do what they do best and print publications are no exception. Here are some reasons why you should consider using print:
- When the information needs to be portable, such as employee benefits materials that need to be taken home and shared with a spouse.
- When the information is complex, contains a lot of facts and figures, and requires time for study.
- When photos, charts, graphs or illustrations need to be high-quality and large.
- When the message needs to look official and important, such as legal documents.
- When a print vehicle such as a news magazine or poster can reach employee audiences that other channels in your organization can’t reach.
Before Killing It, Consider Re-purposing Your Newsletter
Rather than doing away with your hard copy newsletter, maybe it just needs to be re-purposed to do what it does best. There are some easy ways you can cut costs, too.
Consider replacing your newsletter with a magazine format that will help you leverage the advantages of print. Replace the stale news stories and grip-and-grin photos with short feature articles and large compelling photos. Consider a large cover photo and make sure you’re taking advantage of the center spread. Change the tone of the writing from hard news to lively feature copy. Lose the newspaper design and replace it with a more exciting magazine look.
If you were publishing a weekly 4-page newsletter, consider switching to an 8, 12 or 16-page monthly magazine. This will give you the space you need and save money by reducing the overall monthly page count. Need to save even more money? Publish only 10 issues a year by cutting out a summer and a winter month or switch to a quarterly publication. Do spot inspections to ensure all copies of your publication are being picked up. If not, reduce your press run.
Going from 4-color to black and white seldom saves significant amounts of money but it does effect management and employee perceptions. If you must go to one color, consider a dark blue rather than black. The dark color will still look good in text and will allow for tint blocks. For example, screen the blue at 20% for a box and place 100% blue type in it. This will give you the appearance of two-colors. Of course, you could do this with black as well for a black and gray color scheme.
Print can still be an effective communication tool when its strengths are allowed to shine.
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