In-house magazines are now big news. Wherever you look, companies are seeing the benefits of generating their own eye-catching content.
From supermarkets and boutique shops to insurance firms and charities, own-brand mags are all the rage.
So what’s the secret to a great lifestyle read?
Well for starters, having good, readable content is never, ever going to let you down. A picture may be worth a thousand words, but you still need the essential copy to generate interest.
Think about what is important to your target audience and structure your content to suit. This could be anything from staff-orientated feel-good features, competitions and profile pieces to in-depth investigations and reports. The important thing is to remember at all times who you are writing for.
Another vital component of the in-house mag is the right combination between interesting content and great layout. Your feature may be a fantastic read, but it’s not going to matter much if the page you put it on is badly thought out.
Headings, sub-headings, pictures and adverts – as well as the all-important content – need to be taken into consideration right from the start.
Evaluate your content and pictures, figure out what your strongest pieces are and structure your layout accordingly. Don’t just start at the top of the pile – all you will end up with is a jumbled up mash which people will struggle to read.
Finally, if you’re going to run regular issues of your magazine and circulate it between both staff and customers, ensure your content is kept up-to-date. Running with old news stories and revamped features is the quickest way to make sure your publication is never read.
Assign the task of editor/writer to a specific person or group who fully understands what is being asked of them.
With the right amount of energy and enthusiasm, you should produce a quality in-house magazine which constantly generates publicity and pride.
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