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60 Second Window #26 By Fred Showker Newsletter tips beyond computers and software... As we've said many times before, publishing a newsletter can be one of your best marketing activities. For most however, the cost of adding a second or "spot" color to each issue of a newsletter can be prohibitive. This requires a second plate and in most cases a second press run. Newsletters in the four to twelve page range can enjoy an additional color at very little per-issue cost by printing a year's supply of "blanks" in advance. Plan your year, or perhaps the next nine months, into the budget to cover the initial cost. Design your blank with a color masthead, logo, tint boxes, or page graphics, leaving the body blank to be imprinted with each new month's text and graphics. (In the "old days" we called this a "dough-nut!") Design carefully though, your color elements must remain the same for each issue. Make arrangements well in advance so your printer can print at his convenience, and when the color you want happens to be on the press for another job. You can probably make him happy, and get a little off the job if you ask what colors are coming up soon for other jobs and make your selection from those. Don't forget - each time the printer changes colors, he has to do a wash-up. For small circulation NLs, monthly imprints can be printed by a less complicated, less costly "jiffy-print" type printers - or even on your own photo-copier. It will make your job a little easier, less expensive and will provide a nicer looking newsletter as well. Put that marketing partner in high gear by adding easy, low- cost color! Happy publishing, ---------------------------------------------------------------
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