While the content of a newsletter is the main focus for most readers, the behind-the-scenes production is equally important. Newsletters possess a certain anatomy with each part having a name and serving a specific function. And by reading a newsletter through a different eye, you’ll be able to speak newsletter lingo in no time at all.
Setting the Content Stage with the Front Cover
The front cover is made up of several components that serve as an introduction. And serving as the newsletter marquee of sorts is the name of the publication termed the nameplate. Often seen in the form of a logo, the nameplate identifies the publication and often features a motto or slogan. The nameplate also sets the tone of the newsletter as well as the company it represents. Aside from establishing a new company identity, it’s important that the nameplate show consistency from issue to issue.
Often found under the nameplate are the horizontal or perpendicular lines known as barriers and rules. These lines create a separation of the various components on a page making it easier to read.
The folio is also found on the front cover and lists the volume number, issue number and date of publication. Below the folio is typically the table of contents. Common components of the table of contents are the tab or dot leaders - the row of dots that run from the title of article to the page number where the article is located.
Keeping the Audience Captivated Beyond the First Page
Along with intriguing headlines, the article titles may also include other elements to draw in readers such as a newsletter deck. A deck is used to build up the headline and is made up of one or more lines of text located between the headline and body copy. Frequently located above the headline of regular columns are kickers, which are short introductory phrases.
And at the top of each subsequent page of the newsletter is the running head, or name of the publication. Running heads help give the publication a consistent look and feel.
Other writing apparatus used to enhance the message throughout the body copy include subheads and pull-quotes. Subheads break up the article into more bite-sized parts, which keep the reader from feeling overwhelmed with the amount of information. They also help maintain interest in the article. Pull-quotes are another especially effective tool in enhancing the article’s message. Not only do they capture the reader’s attention, they also summarize the main point of the article.
When an article has been continued on a different page, a jumpline, such as continued on page three, lets the reader know where the rest of the article has been placed within the newsletter. And to signify the end of an article, many newsletters include a little graphic at the end of the last sentence known as a dingbat or endmark.
Also found beyond the first page (usually on the second page) is the masthead - a panel that highlights copyright information, the publication’s schedule and purpose, and the publisher’s contact information.
Wrapping it all up on the Back Cover
Many of the same elements seen throughout the interior pages of the newsletter are also featured on the back cover. However, a prominent space is reserved for the mailing panel if the newsletter is a self-mailer, meaning it will be mailed without an envelope. The mailing panel generally takes up about one-half or one-third of the back cover.
Newsletter lexicon provides a universal language for those creating the publications. It also provides a means for consistent newsletter structure, which makes for a smoother reading experience.
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