Newsletters are a publication that is short and compact, used to disseminate information about a particular area of interest to a specific audience (Bear, 2007). E-newsletters work the same way but electronically, online. Personally, I feel that using e-newsletters will benefit organisations in these ways:
COST EFFECTIVE
Producing e-newsletters are cheaper compared to its print counterpart. Wilcox & Cameron (2006; p.375) said that print newsletters will cost up to 50 cents a piece while the e-newsletter probably cost less than 5 cents. Therefore, it would be beneficial for organisations to distribute newsletters online, as they get to disseminate information to its publics at a less cost. Organisations such as MarketQuiz (2007) that helps produce e-newsletters for other organisations; said that ‘e-newsletters costs 90% less than traditional newsletter’.
TIMELINESS
With e-newsletter, distribution would be a really fast process, compared to a print version as the internet allows e-newsletter to be sent out almost instantly (Wilcox & Cameron, 2006; p.375). Professor Ian Walker from Warwick University has found through a series of equation that time literally is money (CNN.com, 2002). Therefore, e-newsletter would be beneficial as its timeliness will help save cost for the company in reaching its key publics effectively. Not to mention, audiences – me included – love quick accessibility.
VISUAL ATTRACTIVENESS
The visual attractiveness of an e-newsletter is more interesting as it can include moving graphics and pictures compared to its print counterpart which only produce a 2-D still-image. Nickerson (1968) said that pictures or graphics have the ability to evoke interest in the audiences as well as affect their ability to recall it (Shriver, 1997; p.407). In fact, I prefer graphics as the movement looks more attractive and it helps me engage in the reading.
References:
Bear, JH 2007, ‘Magazines vs. Newsletters – What is the difference between magazines and newsletters’, viewed on 27 May 2007; [internet], http://desktoppub.about.com/od/newsletters/f/magnews.htm.
CNN.com 2002, ‘Time is money, professor proves’, viewed on 27 May 2007; [internet], http://archives.cnn.com/2002/TECH/science/05/29/time.money/.
MarketQuiz 2007, ‘Advantages of electronic newsletters’, viewed on 26 May 2007; [internet], http://www.marketquiz.com/marketing/services/newsletters-adv.asp.
Schriver, KA 1997, ‘Dynamics in document design: creating texts for readers’, Ch. 6, p.407, John Wiley & Sons, Inc. New York.
Wilcox, DL & Cameron, GT 2006, ‘Public Relations: Strategies and tactics’, 8th edition, Pearson Education Inc, United States.
