Who’s really important to a newsletter?

Newsletter contributors are the meat and potatoes of any newsletter. Without them, the newsletter may be one-dimensional and boring. Fortunately, there are some easy methods you can use to get people to contribute to the newsletter and, in turn, make your publication better.

Contributors

You can encourage contributions from readers by noticing the things certain people do easily and naturally. For instance, if a member gravitates toward technical issues and often writes e-mail about it, that person can be a wonderful resource for the newsletter. It isn’t necessary for you to have formal, preplanned, written articles. Many times, the articles that turn out best are those that have been written spontaneously to inform a friend (or the editor) in e-mail.

Contributors can be found anywhere, though. They might be found in other user groups, when you strike up online conversations. They might be discovered through online postings, or even in e-mail from vendors. There are dozens of opportunities to turn a contact into a contributor. If someone tells you something interesting, it’s a good bet that your readers will find it interesting, too.

Keep in mind that if you do ask someone to write something, be specific about what you need and when you need it. People are flattered to be asked, hut often need direction in how to comply. Be generous with your thanks, and leave contributors feeling like it was a good experience they wouldn’t mind having again.

Make yourself accessible to contributors

Show up at the club meetings and circulate. Take the time to listen. Sometimes people have ideas about articles, or news about products that they wouldn’t think of “bothering” you with over the phone or in e-mail. But, when they tell you about it, you can grab the news and run straight to your word processor! You can’t mention too many times in the

newsletter how you can be reached. People need to know you welcome their contact and how to do it. Most wouldn’t go out of their way to ask you at a meeting what your address is, so make sure it’s printed in every issue.

Answer contributors’ e-mail, phone calls, or snail mail

Encourage contributions by being communicative with people who send you questions or material. Ifs important to reply quickly, and to thank them. Let them know how important their contribution is to the newsletter. Your not acknowledging a contribution is insulting and something a reader may never forget.

Recognize contributors

Readers and contributors alike appreciate seeing names in the newsletter. Always list the contributor’s name on an article or a suggestion. Make use of a separate box listing all the contributors in one place. This does two things: It shows people their contribution is important; and readers like to know who is providing them with information. For this reason, pictures next to articles are also a good idea. Besides names, people love faces. These are interest generators, and you won’t have to work hard for it!

Never throw away contributions

Keep every contribution sent to you. Even if you can’t use it in your next issue, or several issues. There will be a time when you will use it and you may even desperately need it! Jet readers rely on you to treasure what they send you, and also know you will use it. To do this, means you have to be organized. If you are in the habit of losing things, change that habit. Losing things people have sent you is the easiest, fastest way to lose future contributors. If people don’t eventually see what they send you in an issue, they won’t ever send you anything else.

Think creatively

anywhere in the newsletter——think creatively. For instance, members have said funny things, one-line jokes. etc. Use them for fillers. Use them together under a heading such as “Members say the darnedest things.” Or, think of a feature story they might be added to if they relate.

Balance in the newsletter

Newsletters are not just read by members, vendors, or in exchanges. Members also share their newsletters with family, friends, and prospective members. In fact, one-third of the people who read a newsletter are not the intended readers! Try to put something of interest into each newsletter that anyone could read and enjoy. Balance the technical articles with people articles, short how to’s and tips, jokes, announcements, and other club news. Even club members will not read each issue cover to cover. There are certain things they look for and ignore the rest. Your goal could be to make your newsletter good bathroom reading. If’ someone takes your newsletter into the bathroom with them to read, then you can be sure you have a good issue!

Electronic and printed publications complement each other

Technology and economies have made club websites and newsletters a natural team. In order to cut down on printing costs, many newsletter articles need to be shortened. But, the full version may be available on the web. Or, when time runs out for including late-breaking news items in the newsletter, they can be made available on the web. The web is unique, because hyperlinks can be inserted into articles, which broadens the scope of information offered to readers. Other times, cross references to stories, links and special offers can be used between web and print mediums.

Web newsletters can be written in HTMIL for instant access. Or, PDF links can be embedded to allow readers to enjoy the layout and design of the printed issue. And, although they do not actually have to be part of an online newsletter, administrative items, such as review guidelines, reprint information, etc. might be placed on the website.

Electronic publishing does not replace print, however. Many people like to file away printed issues for reference. Or, read them at a location away from the computer. Other people may not have access to a computer or online provider.

For all these reasons, both print and electronic publications have a unique value. Another way to look at it is the newsletter’s hard copy is a great portable ambassador for the club. The website is a universal ambassador—it’s a way to introduce anyone, anywhere. at anytime to the club and to its newsletter. In today’s world, progressive user groups have discovered this dynamic duo of print and electronic publications and are making frequent use of them.