Readers want to hold and fold
My earliest PR successes came from creating newsletters for business-to-business clients, alumni, and employees. These publications -- semi-weekly, monthly, and quarterly -- each helped grow relationships between my clients and their constituents (customers). And none of them exist today. Casualties of the digital age? In some ways. In the 1980s, desktop publishing gave almost everyone the power of the press. And some resulting newsletters were ghastly, much like some of today's blogs. But, as the internet grew, printing and mailing costs increased, and managers and marketers switched to online content: e-newsletters, or some other digital solutions. Those managers overlooked an important factor: their audiences . People who view a newsletter as an emblem of a relationship. They're accustomed to physical connections, and willingly invest their resources and time to support those relationships. After spending their workday staring at an optically challenging computer scree...