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Choosing a Publication Creation Software/ Publication Creation Program and a Mail Management System

Once a topic and theme have been decided upon for any type of publication, one of the most important decisions to be made will be in the choice of publication creation software or program, and the choice of mail management system.

There are many types of publication creation software available, as there are many varying types of "all-in-one" publication creation programs that are in actuality Web-based. There are combination "mail management and publication creation programs", as well as "mail management and publication creation software". The choice of software or program with which to create publications is indeed a very personal choice, and should fit the personality of the publisher as well as the needs of the publication. The choices of publication creation software and programs are quite diverse and extensive, as are the choices that exist in mail management systems.

The choices of publication software or programs, as well as mail management software or programs, "run the gamut" from one software or program for each function, to others that provide "all-in-one" entire systems that do everything from publishing to delivery. There are basically some common types of publication and creation software and programs and mail management programs widely available:

1. The "all-in-one" Web-based publication and mail management program. These Web-based programs contain publication creation features combined with e-mail delivery systems and mail management features. While they do provide a solution to anyone looking for a "quick fix" without a lot of time investment, they can sometimes be difficult to use and can be sporadic in their delivery (if the Web site is down, so is the publisher using these). Since they do contain so many varying features, these systems can also be restrictive in the types of mailings that can be created and in the types of mailings that are delivered with less flexibility and choice of templates, fonts, colors, and styles. They all usually contain ads for the publication program somewhere within each e-mail.

2. The publication creation software method. This entails purchasing the publication creation software and creating only the publications with this software. No mail management is done with this software, but software of this type does provide more flexibility, more independence for the publisher, and overall, more choices of templates, styles and fonts. Creation of any publications does not depend entirely on Internet access, and usually the software can be used on many computers at any time, as it is the property of the publisher once purchased.

3. The publication creation program. These programs only produce the publications, and have no mail management. As in the mail management/publication creation programs, they do charge a price monthly for use of the publication creation program, minus the mail management fees, and the prices can vary greatly from one service to the next. As these are also Web-based, downtime can be a concern also, and these are not as widely found now as they were several years ago.

4. The mail management system. These are simply mail management. The publication is simply integrated, or "married" into the mail management system, and then delivered on a specified date. These systems do seem to give more control over delivery dates for frequent publishing. However, publication creation software or a publication creation program needs to be purchased before use of these systems, and publishers should look into reliability and customer service, as well as ease of use before purchasing.

With the absolute sheer numbers of publications that exist on the Internet today, it is highly recommended that any choice of publication creation programs or software contain the following features in order to create the most professional, high-quality publications possible, as it is a very competitive environment:

1. Several choices of template styles
2. Several choices of layout
3. Several choices of fonts
4. Several choices of colors
5. "Drag-and drop" features to allow easy portability of ads, articles, and editorials
6. FTP (File Transfer Protocol) features which allow the transfer of large files quickly and easily
7. Easy option and display menus
8. Easy access to previously published templates and materials. This does allow reuse of favorite styles
9. A preview feature in order to gauge how the published work will look upon readers' computer screens
10. Instructions for usage that are detailed and easy to understand
11. A choice of text or HTML based publication (some readers will prefer one over the other)
12. The ability to create and save several publications at once
13. A "quality" look and feel to all template choices and styles
14. A wide variety of spacers (the lines between articles in text versions) and other "bells and whistles" which do lend a more "professional touch". Minor touches do lend a most unique and compelling quality to any publications
15. Features which allow easy "switching" from one publication to the next. Many publishers do publish several mailings simultaneously.

These minimal requirements for publication creation software and/or programs, should be used as a guide for selection when starting to publish. There are many other considerations as well, to take into account. The personality of the publisher and the needs of the readership also have to be given consideration. Any type of publication creation materials need to be flexible enough to conform to many varying types of publications, as many publishers do publish several different mailings throughout their collective careers, with many varying subjects being published on a rotating basis.

Possible publications or mailings can include the following:

1. Complete issues of newsletters or e-zines
2. "One time only" mailings that are a few short sentences and include "special one time offers"
3. Holiday and seasonal mailings sent to subscribers for "well-wishing" during holidays
4. Announcements of changes in the newsletter or e-zine publication status
5. Surveys and queries to gauge readers' interests
6. Reports that arrive one at a time in a series of mailings

Good publication creation software or programs therefore need to have the flexibility to encompass all the above types of publications, as the number and types of publications needed will undoubtedly increase and diversify as the readership expands. Creation software or programs without the correct amount of flexibility will soon become frustrating to the publisher and absolutely incapable of keeping up with the demands and needs of the readership.

Publication creation programs, usually Web-based, do also sometimes include features that allow management of mailings and e-mail addresses directly from the program. This eliminates the need to attain a separate mail management program. However, with these Web-based programs, some flexibility in creation is lost, as they can be difficult to employ, and they sometimes don't contain as many features or styles to choose from as publication creation software.

In addition, these "all-in-one" programs sometimes can be included in "spam blacklists" which may be unknown to the publisher at the time of purchase. These blacklists are by no means the fault of the publication programs, but rather the result of some untoward behavior on the part of some that use these services. This can, however, prevent delivery of some mailings to subscribers, as these blacklists do trigger "spam filters" more regularly than separate e-mail management systems.

It is perhaps wise then, when considering the use of one of these publication creation programs, to check the status of a program before purchase. A search on the Internet will turn up "spam blacklists" which can then be checked for inclusion of certain programs before a purchase is made. The entirely separate publication creation software does have the advantage here, as a publisher is more in control of all mailings with this method by: a. Creating the publication, and then: b. Mailing it separately through a distinct mail management system, thereby avoiding any blacklisting that may have occurred through negative actions of others.

Using publication creation software or a program that is the most professional looking and flexible, however, is still key to successful publications. If a publication is not engaging, and eye appealing, it quite simply, won't be read. Having a substandard-looking publication is to be avoided at all costs, and any decision as to programs or software to be used in publication needs to assessed by the overall "look and feel" that the program or software imparts to the publications.

There are general guides as well for choosing mail management programs, if the choice is made to create and mail separately and avoid the pitfalls of the "all-in-one" programs. When choosing a separate mail management system, it can be essential to:

1. Weigh cost involved per e-mail. Some are initially free, but then charge per every hundred additional e-mails after a certain number.
2. Weigh ease of use. Some are distinctly simpler and easier to use than others.
3. Weigh integration factors. Some do "marry" or integrate with other programs easier than others.
4. Weigh past "history" of mail management. If there are many outstanding complaints of late or non-existent delivery, or complaints of "over-delivery" (many copies being churned out to each subscriber, due to a technical glitch), then these mail managers should be avoided. This information can be gleaned from other users of these systems, or can be directly divulged by the company themselves, as it is the right of the consumer to be made aware of pertinent facts before purchase. If in doubt, subscribe to a few publications, check the delivery methods of the publications (whether "on-time", "late", or "over-delivered", and go from there).
5. Weigh opinions of other publishers. If in doubt about methods of delivery, or methods of creation, it is always wise to speak first to other publishers. Their thoughts on certain systems will aid immensely when deciding, and publishers are not reticent about sharing with others their many experiences.

As in the use of publication creation software or programs, and the "all-in-one" programs, much does depend on the individual publisher's needs and wants, as well as the needs and wants of the readership. Reliability, of course, needs to be the greatest factor when choosing a separate mail management system.

Give great consideration and contemplation when choosing publication creation devices and mail managers. Chances are these systems and programs will be used for publications for years, so it does pay to make appropriate choices right from the beginning of a publication venture.

Publish great-looking, great-reading materials, deliver them consistently and "on time" each time, and your subscribers will read and return issue after issue. There's no other truth than that.