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August 11, 2008
Increase readership of your newsletter by understanding user trends
Need fresh ideas to improve your print or electronic employee newsletter? By tuning into trends driving reader behaviors—and taking a page from the strategies being used by innovative media editors—you can make your newsletter more compelling and relevant.
| Trend |
How print/online editors are responding |
What you can do |
 
People are turning away from packaged content to user-generated forums like Facebook and YouTube. |
Several publications— including Budget Travel—have experimented with issues whose editorial content was created by readers. Read article |
Seek ways to involve employees in creating content. Simple solutions include photo contests and "person on the street" roundups; if you're more ambitious, seek employee-written/produced stories. |
| According to an Associated Press study, young people (18-34) want facts fast, then the opportunity to link to the full back story. |
The St. Petersburg Times has completely integrated its publications (pushing facts) and web site (offering background and perspective), recently winning a World Editors Forum award for "best integration." |
Make sure your e-newsletter provides short, direct information, then links to relevant, deeper content. |
| Although users seek news, they're even more attracted to information that helps them solve a problem or get something done. |
Despite its name, U.S. News & World Report has changed its mission to move from newsmagazine to become a consumer how-to guide.
Read article |
Recalibrate the mix of content to include more how-to, service-oriented articles. For example, use sidebars that offer advice and answer the question, "What do I need to do?" |
| Because people are so information-overloaded, they won't navigate through multiple articles. |
The Waco Tribune-Herald has revamped the front page of its print edition to feature a single article that highlights the most compelling topic of the day. Read article |
Highlight the one article that matters most, then relegate others to a sidebar or links. |
| While readership of major daily newspapers is on the decline, people are still avid readers of local newspapers. |
Local newspapers like The Galveston Daily News have created a hyper-local mix of information (both print and online) that readers can't get anywhere else. |
Collaborate with facility and divisional communicators to develop a global/local strategy that provides employees with the big picture, plus close-to-home information. |
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...Latest [Smart Tips] Article
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