Some companies and businesses still use paper newsletters. They have not shifted to the use of email newsletters or they probably publish their newsletter in both forms. Print newsletters used to be the most dominant form of newsletters until the emergence of the Internet. As the Internet came into existence, email newsletters prospered and grew rapidly in popularity for several reasons. The publishing of a paper newsletter involves several stages. There are certain tasks that need to be performed at each stage.
The company can form a different team to work on the accomplishment of each task. For example, they can form a team to take of planning the newsletter, another team for creating content for the newsletter and a different team in charge of getting the newsletter printed. There still remains another task to be fulfilled, namely the mailing of the newsletter. Paper newsletters are costly; they cost companies thousands of dollars. The cost increase steadily as the number of subscribers does. The more subscribers there are the more newsletter copies are needed.
There are two major factors which make the publication of print newsletters so expensive. First, printing a newsletter can be quite expensive because of the machinery required and the huge amounts of paper. Usually companies do not print their own newsletters. A company does not want to pay for the costly printing machinery merely to publish a newsletter. Instead, they outsource the printing job. They turn to printing and publishing companies to do the printing for them. All they do is giving a blueprint of the newsletter to the publishing house and determining the number of copies that are required. The printing of the newsletter should be of high quality. Subscribers will not take the trouble of reading a newsletter that is poorly printed.
To cover the costs of printing and publishing the newsletter, companies fill their newsletters with promotional content such as advertisements and product reviews. The revenues generated from this sort of marketing are used to cover the expenses of running the newsletter and not only that but they can also add up to the profits of the company. As you may already know, newsletters are one of the most effective marketing tools. They do not only help you sell stuff to people but they also help you build relationships which can last for years to come. This way you can sell to them again and again in the coming years. It has been found that selling to an old customer is far easier than acquiring a new customer.
If we go back to the printing of the newsletter, we must note here that there are a few standards and conventions that are generally followed in the printing of newsletters. These include the size of the paper on which the newsletter is to be printed, the size of the typeface, the best colors to use, the newsletter layout including headers and tables, and the size and font of heading and subheadings. All these elements must confirm to the generally accepted conventions because they will help you reach your newsletter highest potential ROI (i.e. return on investment).