Electronic vs. Print: The Evolution of the Company Newsletter (Part 1 of 2)

by Elaine Fogel

Of the many marketing communications vehicles available, few have the longevity of the customer newsletter. In many organizations, it's evolved into the cost-effective and timely e-newsletter. But those who choose to use one channel exclusively over the other may not be making the best marketing decision. Let's first look at the printed newsletter from its inception, and examine objectives and content before its production and distribution. Then, we'll consider the e-newsletter's strength and weaknesses. ... cont'd

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