Write a Good One!

Writing a headline can be an easy task if you keep a few details in mind. You should use three to eight short, simple words to tell your readers what your articles is about. Your headline should be active, not passive, and set in big, bold type. Be sure to avoid "double meaning" words (ex. lead could be pronounced "led" or "leed") and try to pinpoint the most interesting single idea from the article. Think after you have written your headline, go back over it and cut out all unnecessary words.

Proportion Dial

To quickly determine the exact percentage of a reduction, use a proportion dial. First set the two dimensions of the original photo opposite each other. Then read any two dimensions are are opposite each other as the final proportional height and width.

Mission Statement

Your mission statement can be summed up in as little as two words as shown in an article at LocalBusiness.com referring to Pepsi -- "Beat Coke!" or it can be a short paragraph. Whatever you decide, it should answer the following questions:

1) What is the overall objective of your business? (What do you hope to accomplish?)

2) What resources/products/services will you use in your objective?

3) To whom would you like to make this commitment? (Your target audience)

Contact Prints

Be sure to ask if this service is available before you drop off your film to be developed! A contact print is one of the most effective (and inexpensive) ways to look at every picture taken from a single roll of film - without having full-size prints made. It shows each shot in miniature on one sheet, so you can choose which one(s) to enlarge for your newsletter. By using a magnifying glass, you can easily check for detail.

Border Lines

To give your photos a nice clean edge, consider using a border line around the entire photo. The line itself should be at least 2 pts. (1/32") wide and can be made on your computer or with border tape. Be sure to explain to your printer that you do intend to have a border (otherwise, they may think your border is just a "place holder.")

Kicker

A kicker is the secondary headline on the line above the main headline.

Choosing a Name - 4

Consider using initial caps in your name if the actual name is fairly long and cumbersome. For example, The National Association of Homebuilders Review could be changed to NAH Review.

*Nameplate

The nameplate is the name of your newsletter set in a distinctive typeface or design.

Using Quotes

If you are using a quote in your headline, use single quote marks rather than double quote marks.

Basketball Star Says ´I Quit!´

*Text

Text refers to the main body of the page and usually takes up the largest percentage of space in your newsletter. It does NOT include other elements such as titles, headings, references, indexes, etc.

Bylines

Whenever someone else contributes an article to your newsletter, they should be given credit for their piece; by using a byline, the person who wrote the article also assumes responsibility for what is written. Most of the time when an article is printed without a byline, readers will assume the article speaks for the entire group publishing the newsletter. Also, a newsletter without bylines, will seem cold and unfriendly.

The byline is usually set in text-size type under the headline of the article.

*Head, Heading or Headlines

The head, heading or headine is a display line(s) found at the top of the printed matter. In most cases, it is usually typeset larger and bolder than the text copy below it.

Front Page

Put your best foot forward on your front page and try to include these basic elements to attract readers:

Nameplate - lets people know who you are

Headline - relates to your most important story (you may choose to place the actual article inside your newsletter)

Photo(s) - it´s true...a good picture is still worth a thousand words

"What´s Inside" - hints and teasers to entice your readers to come inside

Volume and Issue Numbers

If you are beginning a brand new publication, you should, of course, start with Vol. 1, No. 1 - then each month, only the "No." changes. Once you have completed a full year, the Vol. number changes to 2, and you begin again with No. 1 (and so on). The date is also important and may be indicated weekly (June 16, 2005), monthly (June 2005), or quarterly (Summer 2005). For instance, your first issue would be Vol. 1, No. 1 Summer 2005. You can also use Roman numerals for the volume number if you prefer - Vol. I, No. 1 2.

This is important information and must be included in every issue - preferably on the front page, in the masthead, or within the first five pages of a larger publication.

Uncurl a Photograph

Handling a photograph that has curled is difficult. There are two simple ways to eliminate this problem:

1. Spray removable adhesive on the back of the photo and press it down carefully on card stock. (A dry mounting press is ideal!)

2. Flatten the photos with a homemade solution of three teaspoons plain unflavored gelatin dissolved in a quart of hot water. Brush the solution on the back of the photos and let dry.

Types of Logos

There are three main types of logos: Descriptive - uses an image to suggest the company´s name or type of business; Abstract - nonliteral and nonfigurative, no immediate association with a product or service; and, Typographic - company´s name is represented graphically, commonly referred to as a logotype.

Choosing a Name - 2

Cater to your audience by naming your newsletter for them. Ever hear of "Reader´s Digest?"

Cropping

Don´t be afraid to crop photos to enhance the main point of interest in the picture. The only exception would be in the case of a need to fill space in your newsletter.