The Simons Group: Simons Scoop - Creative Communications | Copywriting, Print & Web Design

Dual publications: Double exposure, double value

When you’re trying to build name recognition, there’s no such thing as too little exposure. That’s why it often makes sense for printed newsletter and magazine publishers to take their publications online, and for online publishers to put their publications in print. Doing so can increase the likelihood you’re reaching your target audience, and the cross-promotion can help increase readership of both publications.

While eliminating print and focusing on online communications will save the cost of printing and mailing, it doesn’t eliminate the time, resources and staff needed to start an online news center and keep it current. In fact, because of the expectation that electronic communication must be refreshed more frequently than print, the cost-savings may be offset by the extra effort required to keep online content up to date. On the other hand, eliminating electronic communications can deprive you of the opportunities in an increasingly computer-centric world.

Limiting your message to one medium can limit your audience as well. Even in today’s computer-centered world, some people don’t have access to the Internet. Conversely, some people are so computer-oriented they overlook print publications. If you’re only doing one or the other, you run the risk of missing part of your target market.

Dual publications double your cross-marketing opportunities, as well. You can use your print publication to steer readers to your website, while your e-publication can cross-reference related material in your print publication.

Regardless of whether you eventually choose to focus on one type of publication or do both, you need to be sure each is properly written and designed. For maximum effect, it is not enough to simply turn a printed newsletter into a PDF or send an electronic newsletter file to the printer.

Online readers quickly scan material on the screen in front of them, which means you could have only a couple of hundred words to get their attention. Photos and animation should be used judiciously since they can increase download times, but color can add pizzazz and attract attention without slowing the reader down.

Print readers can review more words on a single page, but to keep the extra information from being intimidating they’ll need more design elements such as photos and boxes to keep their attention. In both cases, strong, well-written content is essential to keep the readers involved with your publication and coming back for more.

For more information about how The Simons Group can help your organization with print and electronic marketing projects, contact Lee Zoldan at lzoldan@thesimonsgroup.com.