CHAPTER 9

9.1

NEWSLETTER AND MAGAZINE DESIGN

9.1.1What is newsletter popular
1)

Some marketers find them an ideal communication link with

a wide range of audiences. They can be used vertically and
targeted at an audience within a company. Or they may be
utilized horizontally and aimed at a specific group with a
shared interest.

2)

Since newsletters are usually brief and to the point, it can be

aligned easily with audience interests.

3)

Messages in newsletter can be tailored neatly to the

situation, time, location, and audience.

4)

Newsletters often have their own personality and may come

closer to one-to-one communication than other media.

5)

Newsletter contains specific information that cannot be found

elsewhere, inside information.

9.1.2 Designing Newsletter

a) Newsletter initially provided "news" to their readers via
a "letter" format. For the most part they were informal,
unpretentious and direct.
b) Many of today's newsletters more closely resemble a
magazine or newspaper than their original form. This is
particularly due to the format - usually 8 1/2 x 11
inches, which also the standard for magazine.
c) The list of possibilities is endless: square format,
horizontal formats, extremely vertical formats. Folded
panels that offer multiple pages on a single sheet of
paper - brochure style.
d) The design options almost endless because software
programs can adapt to any size or configuration and
finesse even the most demanding problems into
submission.

9.1.3 Getting started

1)

Establish your audience and design to it

2)

What is the purpose of the newsletter?

3)

How will you fulfill your mission? : What components

and newsletter parts will you adopt to fulfill your
purpose and to meet your readers' need?

4)

What is the image you want to impart via the

newsletter?

5)

How will the typography be used?

6)

What is the budget?

7)

Using architecture as blueprint, think physically

9.1.4 Physical Issues

1)

Decide upon a format and a specific size - standard 8

1/2 x 11 inch.

2)

Some newsletters are called magaletters, are actually

more closely related to magazine or tabloid
newspapers in format. Magaletters are a hybrids mix
of newsletter, magazines, and tabloid newspapers.

3)

If the newsletter is a self-mailer, be sure to build a

"mailing side" or panel for the address label.

4)

Paper is also an important "physical" considerations,

but make sure to select a paper that is bright enough.

9.1.5 Column Options

1)

Designer can decide on a two column format or a three

column format. But for newsletter that is larger than 8
1/2 x 11 inch format it can have more columns.

2)

Try to restrict the space between columns to 2 picas or

less. Too much white space between columns can
destroy the unity of the page by creating an alley of
white space in the middle of the page.

9.1.6 Newsletter Components

The Nameplate

It should clearly identify the newsletter and imparts

its image, but not overpower other elements the
page. A good rule of thumb is that it should not
exceed 20 percent of the page.

The Folio Line

The newsletter design should make it easy for the

reader to find out by whom, when and where the
publication is produced.
The standard practice for the most four-page
newsletters is to include the volume number, issue
date and date in a folio/dateline which is normally
located just below the nameplate or logo.

The newsletter cover

Tends to resemble a miniaturized newspaper front

page
Usually the cover contains a nameplate, folio/date
lines, art, one or two stories and perhaps a preview
feature to tease important inside stories, and
perhaps a preview feature to tease important inside
stories.

Typography: The Newsletter Stylebook

A graphic stylebook is crucial to the success of any

newsletter. Remember: less is more. Two or three
typefaces are plenty

Running the text or body copy justified makes the

publications more traditional and formal. Many
designers prefer to run newsletter text ragged
(flush left) to minimize hyphenation, keep the copy
more personal, and to open up a page.

Be consistent with the stylebook

Most newsletter use serif or roman face for copy
but there are few designers that lean toward
modern look of sans serifs.

Headlines should harmonize but stand out from the

text type. Newsletter header should be kept small,
usually 12-18 points (try not to exceed 30-36
points)

9.1.7 Things to AVOID

a) Crowded pages.
b) Dull, statics layouts with little accent or variety.
c) Busy pages with too many gingerbread in designs.
d) Poor quality clip art that clutters the pages and
cheapens the image and look of the newsletter.
e) Drab black and white layouts. The use of spot color
can enliven a design when solid and screened color are
added to rules, nameplates, boxes, tints, and sidebars
- at a minimal increase in cost.
f) Bad photography. Photos that you can't make out.
g) Color photos that have to be run in black and white.
h) Group photos shot at distance. In this case, faces are
hardly recognizable, usually because they are too
small, out of focus over-or underexposed, or a
combination of all three.
i) Tiny photos that might've had impact had they been
enlarge.
j) Inconsistency in design.
k) Inconsistent use of typography.
l) Small, difficult-to-read typefaces for body copy.
m) Too many different typefaces. Three faces for a
newsletter are plenty.
n) Messy layouts with problems such as headless stories,
odd-shaped text blocks and quirky layouts. Modular
design and simple grid can help order and structure
the page.

9.2

MAGAZINE DESIGN
9.2.1 The four Fs of Magazine design.

Function
Formula
Format
Frame

9.2.2 Function
a) The mission the magazine should accomplish
b) Internal, external, specific in terms of interest or
culture, gender, career, science.
c) Internal: meant for the members of an organization or
employees of a company or its members.
d) External: aimed at specialized audience.

9.2.3 Formula
a) Formula is the unique and relatively stable
combination of the magazines various elements
articles, departments, reviews, interviews, even
cartoons that make up each issue.
b) These formula elements include the type of articles to
be used: fiction, uplifting essays, investigative
reporting, humor, interview, reviews and etc.
c) The formula also includes the kind of artwork that will
be utilized illustrations, information graphics, and
photography or other art.

9.2.4 Format
a) The format includes the basic size and shape of the
magazine plus the typographic constants and physical
features that remain basically the same from one issue
from the next.
b) These constants include the cover design, masthead,
interior logos, book break, and placement of regular
features (departments, columns, and so on), folio line
style, and techniques for handling jumps.

c) Considering the following when configuring magazine

format:

The press capacity of the printer who produces

the magazine and the most efficient way to use
paper so you have minimum of waste.

Ease of handling and mailing

Contents also affect the magazines format.

Large photo album requires elbow room, so a
larger page size may prove essential to a
publication with extensive and dynamic art.
Magazine
generally
determine
format
classifications by page size:
I. Miniature: 4 1/2 x 6
II. Pocket: 6 x 9
III. Normal format: 8 1/2 x 11
IV. Pictorial: 10 1/2 x 13
V. Sunday supplement: 11 x 13

9.2.5 Frames
Magazines frames are the outer page margins, the white
space between columns of type and pages, and white
space used to literally frame the various elements such
as headers, titles, crossing heads, bylines, and art.

9.2.6 Magazine design - Assembling the parts into

whole

The cover

1. Most important component of a magazine

2. Basics elements:
a) Arts
b) Nameplate
c) Date/folio line
d) Cover lines or blurbs ( a short piece of writing that
praises and promotes something)
e) Price/UPC scan

Cover typography
The typography that shapes the nameplate should be
distinctive, appropriate, consistent, and large enough
to flag its audience.

Cover art
Cover art may appear as typography, illustrations or
photography.

Table of content
1. Good tables of content works like a good menu.
Well organizes.
2. Visually it should reflect the book.
3. This area is also logical place to position the
publications mast head, a letter from the editor, or
an introductory comment on a theme issue, or to
preview art or stories for the next issue.
4. Many magazines also like to reserve a spot for the
cover art usually thumbnail image of the cover
along with a short paragraph and photographers
credit.

Feature Stories
Feature article are the main draw of the magazine

9.2.7 Magazine bindings

3 basic bindings:
a) Saddle stapling / saddle stitching opens up
easily, lies flat on table.
b) Side stapling / side stitching permanent
binding

c) Perfect binding / glued makes things more

flexible (it allows the insertion of ad
supplements in any size anywhere in the
magazine.