| In
part 1 of the various elements which make up a newsletter
and their purposes, we find out about names, titles, headlines
and those related to them:
Nameplate
This is the banner on the front page which provides the
newsletter’s identity. Also known as the ‘flag’,
it contains the newsletter’s name, a logo if appropriate,
plus the date and volume number. The last two are important
for reference purposes and for subsequent binding. The nameplate
should not be cluttered up with superfluous information
(which should be reserved for the masthead – see below),
and usually consists of a single ‘spot’ colour
to aid visibility. It is usually placed at the top of the
page, though this is not a steadfast rule.
Name
(Title)
This should be eye-catching, relevant, rememberable and
adapted to a potentially wider audience, avoiding ‘empty’
words such as ‘update’ or ‘newsletter’.
The most effective name uses up to three short words with
the readership’s benefits as its theme.
Subtitle
Sometimes the name can be supplemented with a descriptive
subtitle to clarify the newsletter’s purpose and contents
to its audience.
Table
of Contents
This list of items and articles with their page numbers
is usually situated on the front page.
Masthead
This is an area within the newsletter, usually placed on
the second page (or for small newsletters on the last page),
where the main details are published, such as the names
of authors or contributors, who publishes the newsletter,
address or contact details, subscription information, and
the date and volume number (especially if they’re
not on the nameplate).
|
Mailing
Panel
This is for self-mailing newsletters who don’t use
a separate envelope. It should contain the return address,
mailing address and relevant postage, and is usually positioned
visibly on the back page once it is folded.
Running
Head
This is also known as the ‘header’ and repeats
the newsletter’s name at the top of every page.
Headlines
(Heads)
The headlines for each article should attract the reader’s
attention. It is the area most likely to be read in a newsletter
(especially if the reader is skimming to find an article
to read), so it should be relevant, catchy, big, bold and
important. Make the headlines informative, promote curiosity,
ask provocative questions, provide solutions, make an outrageous
statement – but avoid ambiguity.
Subheads
These help divide up the text or main content of the articles
into sections or more manageable chunks and help provide
‘breathing spaces’. They are the second item
most likely to be read when scanning through the newsletter
and should also be relevant and catchy, yet short and succinct.
Kickers
These are short phrases placed above the headline that provide
a description or introduction to the article.
Deck
This is the text between the headline and the article body
and usually expands the headline or topic discussed.
Lead
This is a descriptive first paragraph of an article which
aims to attract the attention of the reader.
continued
in part 2... |
