20 ways to improve your publication

At Image 7 Group we've been creating publications of all sorts and shapes for nearly 20 years. Some are big, weighty and serious. Others much more light-hearted. But all designed to do just one thing ... communicate with their target audience on behalf of our client.

We've recently been tasked with creating a brand new newspaper. It's enjoyable to sit down with a blank sheet of paper - actually quite a few blank sheets - and building in as many communication touch points as possible.

It prompted me to go back to my list of ideas. Over the years I've been collecting snippets of publishing wisdom from wherever I see it. Newspapers, annual reports, company newsletters, blogs and magazines have all contributed to my source book of ideas for communicating in print.

So, in no particular order, here are 20 ideas to improve almost any publication. Online and good old 'ink on paper' varieties.

  • Run better photos, and run them bigger.
  • Reserve a specific spot each edition, for a terrific - but short - news feature.
  • Scrap the column from the chairman, managing director or principal and replace it with content written by your readers or customers.
  • Run Q & A features. They are quick to create and make interesting reading.
  • Create pages that readers will want to keep. Think calendars, reference charts, event information and contact lists.
  • Wherever possible use the second person ("you"), as in "Here's what you need to know."
  • Frequently write a story asking readers what they think about an issue or controversy. Report back to them on what you find.
  • Take online responses (emails, blogs and website comments) and republish them in print version.
  • It doesn't matter what the publication is about ... it's really about people. Find the people angle in every story and every publication.
  • 'Cross-promote' stories internally within a publication and across online properties.
  • Jumps - continuing a story on another page - should be avoided if possible. If it's unavoidable, try to jump at a mini-cliff hanger.
  • Publish more short stories.
  • Run more photo features with long-form captions.
  • Get as many names as possible in the publication. Children's names, colleagues names ... any names. People love to be recognised. I call it the 'fridge factor' when someone will tear out a page and six months later it's still on their refrigerator door.
  • Have your writers read versions of their stories and record it for your website, podcast or for email subscribers.
  • Look at stories from angles that are not normal. For hard-core stories about professionals, go 'light' and review their office décor. For 'soft' stories like restaurants, go deep on a business strategy angle.
  • Make liberal use of useful and interesting informational graphics.
  • Never sacrifice the template.
  • Always push the boundaries within the template.
  • Find new distribution outlets for the publication. Even the local lunch shop is usually happy to have the humble company newsletter in its magazine rack if they are close to the company offices. Cafés, hairdressers, plumbers, suppliers, trade counters and convenience stores all present opportunities. If in doubt, try it.

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