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e money necessary for the final
copy to be letter perfect. Any errors will reflect on you - even
typographical errors.
The first few newsletters you publish will require a lot of trial
and error with copy and layout. You'll need to decide how many
spaces to leave between the end of a paragraph and the beginning of
a subhead, how many spaces to indent, and how big the margins will
be.
Think about what is important to the format. Some newsletters use
italics or underlined words to emphasize the importance. And some of
these overuse these methods publication is also . Always let good
taste dictate the layout and style of your publication.
When a whole line is taken up by a few words, or the last half of a
hyphenated word, it is called a widow. These look sloppy in any type
of publication, so you may rewrite the paragraph to extend or
shorten that sentence.
Be careful about carry-overs to the next page. It's very awkward to
hyphenate at the bottom of a page, or have only one line at the top
of the next, then space for a subhead. As you get more adept at
preparing copy, you'll be able to write to fit. And that looks
good.
The basic standard for a newsletter is clarity. Can you read the
type? Are the ideas well presented and easy to understand? Do the
subheads interest and motivate the readers?
The final typed copy is exactly what will be printed. Since photo
offset is the least expensive way to print multiple copies of
typewritten material, the pages must be clean.
Any second color should be indicated with an overlay. This is a
sheet of tracing paper taped to the copy with printers instructions
written on it and sections circled that need special attention.
For the first year of publication, you won't need to put in any
photos - in fact, you may never use photos. But give yourself a long
enough time to get established before you go on to more expensive
elements.
PRINTING
The least expensive - and most practical - way to print your
newsletter is at an instant printers, using photo offset. These
small local businesses can print, collate, fold, and stuff into
envelopes - all for a reasonable fee.
If you want to use two colors in the newsletter, first have your
masthead and perhaps border designs printed in huge quantities. All
the black type can later be printed on those two-color pre-printed
sheets.
Don't go to the expense of elaborate printing until your
subscription volume is high and you advance into a different format.
Almost any publication you read - newspapers, books, magazines-are
printed on large roll presses and require typesetting.
Typesetting is expensive, but it certainly gives a professional
finish to publications. Consider, however, if you want your
newsletter to be slick. It may detract from its personal approach,
and subscribers may drop if it leans towards a magazine.
But, if your subscription list is large and the newsletter is
successful, you can find excellent printers who will handle the
whole job of typesetting, layout, printing - all the way to mailing.
HOW OFTEN TO PUBLISH
There are a lot of factors to consider when deciding upon a
publication schedule. The main one is how fast can you produce a
newsletter.
Work backwards. You want a subscriber to receive the newsletter on
a certain date. It needs to be in the mail a few days before that.
And before tha
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