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The Creation and Development of a Content Specific E-zine or Newsletter

Attaining and, more importantly maintaining subscribers for any newsletter or e-zine really only occurs when the content, context, and general theme or "feel" of a publication closely matches or responds to the material which a target audience is seeking to read. No publication can appeal to all audiences, and no publisher should try to target every audience, everywhere, as this is a surefire method to failure. As most publication success occurs when a publication effectively "pushes the readers' psychological buttons", targeting to the specific needs of a specific audience is ultimately what does inspire true publishing success.

From the initial publication right on through years of publications, any newsletter or e-zine needs to be honed specifically for its target audience or readership. Starting with the title, all publications need to speak directly to the audience that has specifically subscribed to the publication, with very little variation in between issues. Consistency is indeed, "key" to pleasing readers, as consistency will lead to the feeling of "knowing" both the publication and of course, its publisher.

The choice of a title for a publication is paramount, as this title will be held for the entire life of the publication, and should reflect what the readership is seeking, as well as the personality of the publisher to some extent. A title that is too abstract and too general, will not effectively speak to future subscribers, nor will a title that is too cute or corny, as the personality of the publisher might then very well come into some question.

A title should be somewhat "catchy" and yet at the same time reflect a good knowledge of the material covered within the publication. It needs to be memorable, and yet sensible, remaining in others' minds long after they have left the Web site or stopped reading. It stands to reason, then, that publishers should choose a subject in which they are knowledgeable and have a great deal of experience themselves.

A title should be short, definitive, and succinct. EG: "Plumbing For Dummies". This "fictional title" speaks to the audience of choice (those that are somewhat novice plumbers), and at the same time sets the publisher up as "more of an expert" than the readers. This title also is "memorable" and "remarkable", as it states the reason for the publication immediately, and yet reflects a somewhat "fey" quality on the part of the publisher, giving the publisher a likeable, attainable "personality" of their own.

The content too, and the context of any publication needs to be thought out well in advance of each issue, and sources for content as well as availability of materials needs to be taken into consideration. As the life of publication does depend upon the ability to attain subscribers, having a publication for which there is no audience is indeed, an exercise in futility. Prior to determination as to subjects to publish, future publishers then should also consider "how and where" they will glean their materials, and "how and where" they will find subscribers for these particular publications.

All content needs to be geared to the publication and to the audience reading the publication. Research does need to be done before engaging in any publication, as this will verify to the publisher: 1. What, if any interest exists in this specific subject. 2. Approximately how much interest exists in this subject (is this a sustainable publication in the long run)? 3. What interests and questions does this particular audience exhibit. 4. What type of materials and resources are available to the publisher to effectively publish on this subject for a great length of time.

Once these prior four questions have been answered, each issue needs to be fine-tuned for applicability and only the most pertinent to the topic resources and articles should be used in each issue. Finding "filler" and "fluff" to "round out" an issue, will only disenchant and disappoint readers, and lead to many "unsubscribes". A serious dissection of all materials must occur, with the content and context of the publication in mind before each publication is released. It does help to assess all materials using an outline and specific guidelines while researching and use of these tools will enable a publisher to produce the most content-specific and succinct e-zine or newsletter imaginable.

Research on any subject manner for any publication does need to be done just as judiciously as the writing of the publication. Providing content that is incorrect and erroneous will do nothing to enhance the publication, nor will it grow the reputation of the publisher or the database of subscribers. "Writing just to write" is an ineffective means of gaining and keeping readers.

It's quite simple, really. "If in doubt, don't". In the world of publishing, these words are important, as a publisher's good judgment and character will be frowned upon if the content and context of any publication are not totally geared to the specific audience that is sought. Boring, untargeted, and sometimes downright offensive materials are never a good choice, and can lead to publishing disaster and much added stress. Good taste does reign supreme in the world of publication, and the content of any good, successful publication always entails adherence to common sense guidelines.

If there are any questions in one's mind about the inclusion of any article or any materials in any publication, it is best to forego the aforementioned article or material in lieu of something else. While others may not actively state a publisher's mistakes, they do remember them, sometimes for years, and the inclusion of non-relevant, distasteful materials in any e-zine or newsletter will literally "come back to haunt" long after the particularly edition has gone out.

Once the determination has been made as to title and specific audience, the "look" of the publication needs to be decided upon. Good quality, publication creation software does exist and can enhance the appearance of any publication, giving it the look and appearance of a professional publication. This professional appearance is highly desirable and does aid in the development of both the publication and the subscribers.

Just remember, target an audience and their needs specifically. Find fresh, invigorating, inspiring content that is also somewhat challenging. Engage readers with the content and entire context of the newsletter or e-zine. Use common sense and some restraint. Deliver a publication as professional-looking and sounding as possible, and publishing success will indeed, be a possibility, one that is ultimately rewarding and fruitful!