External Audience and Print Tabloids and Newsletters

2010 Case Circle o Excellence Awards Program

Judges Report

 

External Audience Tabloids and Newsletters

Print Tabloids and Newsletters

As a general observation, the judges felt the entries in this sub-category suffered from one major shortcoming: Too often, all of the time and efforts of the staff who produce newsletters (and magazines) goes into writing, gathering, and producing a publication, and precious little effort and resources are devoted to measuring readership and the effectiveness of the publication. With budgets being squeezed at most schools nowadays and with the intense competition for public attention and dollars it's incumbent on those of us who are working in the area of institutional communications to ensure that the materials we are producing are being read and effectively meet the strategic goals of our institutions. It takes time and effort to gather the objective data that tells us whether or not a publication is achieving its stated goals and objectives, but the time, effort, and money that go into this pursuit is well spent.    

One other observation: the judges noted that too often newsletters are used as a forum for administrative announcements and routine news releases ("a place where news releases are parked or even go to die"). Why this happens is understandable, but using a newsletter as a kind of electronic recycling basket is self-defeating since it undercuts the value and credibility of the newsletter as a vehicle for disseminating real news.        

Here is the list of award winners in this category:   

Gold Award: Smith College - NewsSmith - The judges were impressed with all aspects of this splendid publication. The design is clean, smart, and fun with excellent use of white space, pull quotes, and smart choices in typography. The editing is deft, the writing is vivid, lively, and has a "people focus." As a result, as one of the judges commented, "Stories that might otherwise be dull come to life." Rachel Miller's article "Sylvia and Me" is a prime example of that. The editors also make smart use of archival images that evoke a nice sense of time and place while complementing the editorial material. There's much to like and admire about this newsletter. The pride that the people behind NewsSmith take in their work (and they fun they evidently have while doing it) shines through. The only area in which this entry could have been improved was in the area of readership data. While the statement that "80 percent of NewsSmith recipients read every issue" is impressive, a bit more information in this regard would have been welcome.    

Silver Award: Massachusetts Institute of Technology - Spectrum, the MIT entry in this competition, is an impressive publication. The overall design is superb with first-rate production values, top-notch photography, and a varied line-up of interesting editorial material that has been well edited and is written in an engaging, accessible style. The judges were enthusiastic in their praise of Spectrum. The only area in which this entry came up short is in the measure of how well the publication meets its "goals and objectives." The only evidence offered is anecdotal. Solid readership data might well have elevated this entry from a Silver Medal to the next tier. (Next year, perhaps?)

Bronze Award: Chapin School - Chapin Today - The judges liked the overall look and feel of Chapin Today. We were favorably impressed with the elegance of the design, the excellence of the production values and the care and skill that go into production of this publication-especially the editorial content and the fine photography. For its overall quality and attention to the little details that add up to a winning newsletter, the judges have awarded this entry a Bronze Medal.

  

Bronze Award: University of the Pacific - Admissions Magazette - This entry has a bare-bones feel to it, being printed on uncoated stock. The publication-which is described as "a magazette"-is utilitarian. Its design is funky, and it is busy. But it is appropriate for the target audience it is aimed at: prospective students. The judges especially liked the innovative format, which is handy and fits nicely into a pocket, purse, or backpack, and it is innovative in that it stands out from the run-of-the-mill viewbooks that most schools rely on as student recruitment tools. At 83 cents, the unit cost for this publication seems a bit high, and the judges would have welcomed more specific information on how this publication is meeting its goals and objectives. These objections aside, we liked this entry enough to award it a Bronze Medal.

  

Bronze Award: University of South Carolina - Under the Dome - This entry serves as a vivid reminder that a top-notch award-winning newsletter does not have to be lavish in its production values, expensive to produce, or have a huge circulation. Under the Dome is a splendid little newsletter that is elegantly designed, timely, and cost-efficient. The judges were unanimous in praising the overall look of this publication-from its evocative front-page masthead to the eye-catching illustrations and photos (contemporary and archival) and the lively write-ups on coming events and happenings. The only area in which this entry came up  short-like so many of the other entries in this category of the CASE Circle of Excellence Awards-is in the measure of how well the publication meets its "goals and objectives." Unfortunately, the only evidence offered is anecdotal. Nonetheless, the judges have awarded   Under the Dome a Bronze Medal. 

  

Comments on Non-Winning Entries

Adelphi University - Transfer Newsletter is a workmanlike publication that communicates its message in a simple, straight-forward manner. The production values are sound, the writing solid, and the photography functional. The design is generally pleasing and eye-catching, and there is a judicious use of white space. The judges were less enthusiastic about the shadow type use in headings throughout the publication, and we felt this would have been a stronger entry if specific data had been provided to show that this publication is meeting its goals and objectives.

  

University California, Berkeley - The Promise of Berkeley was one of the more innovative entries in this category. The judges were intrigued by the format of the publication and by the high quality of the production values. The design is clean and functional. There is some top-notch photography, and there is an interesting range of editorial material. We felt this would have been a stronger entry and a possible medal contender if objective data had been provided to show that this publication is meeting its goals and objectives.

  

University of Pennsylvania - Momentum is a handsome campaign newsletter with first-rate production values, excellent photography, a compelling variety of editorial material, and a pleasing "people focus." This is a clearly quality publication; however, in the final analysis the judges felt there was nothing about this entry that set it apart from other similar publications. We were also of the opinion this would have been a stronger entry and a possible medal contender if specific data had been provided to show that this publication is meeting its goals and objectives.

 

University of Central Florida - This is a vibrant, colorful publication that has some excellent features-the lighthearted tone to some of the images, the variety of editorial content, and the handy campus map that is included. It also has some design elements that unfortunately do not work quite as well. The judges felt the design is busy to the point of being frenetic. There is so much going on here in terms of colors, fonts, and images that it is distracting to the reader. Simpler would be better. 

 

Monash University - The judges were especially pleased to have an entry in this category from Australia. Thanks is a handsome, deftly crafted publication that compares favorably with the best such publications being produced in North America and Europe. It was an eye-opener for the judges to see the kind of quality work that is being done Down Under. The judges commented favorably on the clean, functional design of the publication and its strong people focus. While we did not award Thanks a medal, we were favorably impressed by the high quality of this entry. 

 

Nazarath College - This entry has a bare-bones, utilitarian feel to it. It is printed on uncoated stock, features an eye-catching design, and some excellent "people-focused" photography and editorial content. The judges especially liked the handy format, which fits nicely into a pocket, purse, or backpack. In this regard, it is innovative and stands out from the run-of-the-mill viewbooks that most schools rely on as student recruitment tools. The judges would have welcomed some specific information on how this publication meets its goals and objectives. The anecdotal evidence provided did not measure up to do the overall quality of this entry. While the judges did not cite the Nazareth College entry as a medal winner, they did agree that it merits an Honorable Mention.      

  

Troy University - Building Beyond Boundaries is a workmanlike newsletter with a strong focus on the people of Troy University. That is this publication's greatest strength. In the opinion of the judges, the overall look of the publication of the publication would be improved if it was less busy and if fewer or bigger photos could be used in the page layouts. The entry itself would have been stronger had it included objective data rather than anecdotal evidence on the effectiveness of Building Beyond Boundaries in meeting its goals and objectives.  

  

Cleveland Clinic - Pyramid, the newsletter of the Cleveland Clinic, is a quality publication with top-notch production values and workmanlike content. However, the judges had a number of reservations about this newsletter. One was the general approach to the material, which in our opinion would be stronger and more interesting if had a newsier, livelier approach. Also, given that the target audience for this publication is donors-who tend to be 50+-the small type sizes used in the publication may well be problematic. A readership survey would indicate if this is indeed an issue for readers. It would provide much-needed information on whether or not Pyramid is meeting the needs of the Clinic and its donors.       

 

Duke University School of Medicine - This was one of the most interesting entries the judges reviewed. Connect is a handsome publication with excellent production values, eye-catching design, and interesting, well-written editorial content. Yet the judges were divided, sharply so, on the question of whether or not this was a medal-worthy entry. The male judges voiced favorable opinions, while the female judges-Connect's target audience!-were less favorably impressed. In a nutshell, the argument the women put forward was that Connect's editorial content is the type of information that can be gleaned from pamphlets found in corner drug stores and in any number of general-interest consumer magazines. In essence, the editorial content would be improved if it was a bit more specific. One area in which the judges agreed was that this entry would have been stronger and might well have been a medal winner if readership data had been included to show that Connect is indeed read and valued, and that it is meeting its goals. Unfortunately, the only evidence offered in this regard is anecdotal. While the judges did not cite Connect as a medal winner, we did agree that it merits an Honorable Mention in this category.       

 

University of Kentucky - Speaking Volumes is a lively, well-packaged newsletter with a good variety of interesting editorial content, pleasing design, a nice mixture of contemporary and archival photography, and a witty name. While this newsletter compares favorably with some of the best entries in this category of the CASE Circle of Excellence Awards and merits an honorable mention, the judges did not award Speaking Volumes a medal. The entry would have been stronger if more and better objective readership measures had been provided. This information would have given the judges a better sense of how effective this newsletter is in meeting its goals and objectives.  

 

Duke University - This Month at Duke is a lively, informative tabloid with a wealth of good, timely information for members of the Duke and Durham communities. The production values and the content are solid-especially the photography, some of which is excellent-although it was not clear why some of the images were printed so small or why some had rounded corners while others were presented with square corners. The back-page calendar of events is an informative feature that provides readers at a glance with timely information about upcoming events. This Month at Duke is a quality publication, but the judges were of the opinion there is nothing unusual, innovative, or special that recommends it for a medal. The entry, like many of the others in this category, would have been stronger if some objective measures indicating the success of the newsletter had been included. 

   

Morehouse School of Medicine - The Tablet was one of the more interesting and innovative entries the judges considered in this category.  The production values are first-rate and the editors provide a lot of useful information. At the same time, the judges felt this newsletter is "over-designed" with at least seven different color screens used, lots of reverse type, and too many photos that are too small to be viewed comfortably-especially given that they are class photos. This is a newsletter that tries to do too much in a limited number of pages. The idea of producing the various sections of the newsletter so that they could do dual duty as stand-alone publications is a clever one. However, it is a better idea in theory than in practice. With no spine staple to hold the package together and because it is printed on heavy, coated stock, the individual sections have a tendency to separate and slide out as the reader opens the newsletter.

 

University of Texas at Dallas - This is a quality newsletter that pays tribute to donors who have supported the university. The design, photography, writing, and editing are of professional quality, and the editors present a lot of good and useful information. However, the judges felt there is nothing unusual or innovative about this donor report which is solid, but undistinguished. This entry, like many of the others in this category, would have been stronger if some objective measures indicating the success of the newsletter had been included. 

 

Emory University - Unfortunately, this entry was disqualified because only one issue of the newsletter was provided, and format was subsequently changed (to being an on-line publication.)

 

Troy University Sorrell College of Business - Unfortunately, this entry did not meet the eligibility criteria for Category 22, which stipulate that a newsletter "must be published two or more times a year."  

  

  

Web-Based or Electronic HTML External Audience Periodicals

As a general observation, the judges felt the entries in this sub-category suffered from three general shortcomings:

1. too often what is billed as a newsletter is really nothing more than a website landing page that has links to editorial content and information that has been posted on other home pages at the institution (ie. as mentioned above, the website is used as an electronic recycling bin for administrative pronouncements and old news releases);
2. too often the people designing these web site seem intent on cramming as much information as possible onto the landing page. As a result, many of the website look impossibly busy and have navigation issues that render the site less than user-friendly; and,
3. as is the case with print newsletters, a common fault is that too often all of the time and efforts of the staff who produce e-newsletters goes into writing, gathering, and posting content, and precious little effort is made to gauge the effectiveness of what is being produced. As the volume of information that is disseminated via the Internet continues to grow (even as--and because!--budgets at most schools are being squeezed), it's essential that communications professionals devote more time and effort to ensuring that e-newsletters and other e-communications are being read and are effectively meeting the institution's strategic goals.   

  

Grand Gold Award: University of Virginia Alumni Association - University of Virginia E-Newsletter - Simply put, this entry stood head-and-shoulders above the others in this category. The judges were unanimous in their praise and enthusiasm for this newsletter. The layout was simple yet elegant, with excellent use of white space, typography, and images. The navigation is user-friendly. The editorial content is consistently interesting and well written. The judges especially liked the video presentation-particularly the segment on the University of Virginia's first black students, which was edgy, yet handled with intelligence, sensitivity, and integrity. There were some minor technical issues with the sound during one of the interviews, but overall, the content was compelling. The video held the interest of viewers-even those who have no ties to the University of Virginia. The only area of this entry where the judges might have liked additional information is in the area of objective measures of readership and traffic. The data that was presented is adequate, but it could have been more detailed. That said, this is a newsletter that meets its goals effectively, efficiently, and in superb style. It is a newsletter to be proud of, and it raises the bar for e-newsletters. For those reasons the judges have awarded the University of Virginia Magazine E-Newsletter a Grand Gold Medal.    

  

Silver Award: Massachusetts Institute of Technology - MIT News - The judges were impressed with this newsletter, which features some excellent writing, a clean, user-friendly layout, and a lively mix of editorial material that's consistently interesting and newsworthy. While the objective measures used to gauge the effectiveness of MIT News were weak, the judges felt the content and organization of this newsletter are first-rate and set it above most other newsletters of this sort.

  

Bronze Award: Drexel University Earle Mack Law School - The Docket - The judges were impressed with this entry, which has a vibrancy that reflects the youthful vitality of the school itself. The newsletter is user friendly, with a pleasant, clean design, and easy navigation. The photos are interesting and add to the visual appeal of the homepage. The editorial content is competently written, concise, and is well-chosen for the target audience. While the objective measures used to gauge the effectiveness of this entry are weak-that is both understandable and forgivable, given the fact this newsletter is a new initiative that's still a work in progress-the judges were willing to overlook this and give it a bronze award.

  

Bronze Award: University of Michigan - MbusinessLink - This was one of the most interesting electronic communications entries in the External Newsletters category.  The homepage is well designed. It is reader-friendly, and it has a good range of editorial material that's well presented and is suitable for the target audience. While the size of the photos could be larger-and this could improve the landing page's visual appeal-the judges were favorably impressed with this entry. As one of the judges commented, "MbusinessLink doesn't try to do too much, but it succeeds nicely in doing what it does set out to do."

  

Comments on Non-Winners:

Augustana College - Unfortunately, this entry did not meet the eligibility criteria for Category 22, which stipulate that a newsletter "must be published two or more times a year."  

 

Baldwin-Wallace College - The judges were impressed with the overall look of this entry. The landing page is user-friendly with a pleasing design. It features a good use of white space, with simple typography and a strong visual component. In addition, the objectives of this newsletter were clearly set out, and an effort was made to measure its effectiveness-something all entrants should make an effort to do. However, the judges felt that this is less a newsletter than it is a landing page with links to other pages at the College.

 

University of California, Berkeley - The judges agreed that this was an interesting entry with some engaging content and a pleasing design. Another strength is the data that is presented on click-through rates. This indicates the newsletter is reaching a higher percentage of its target audience than is typically the case for e-newsletters. That said, what the judges found disappointing was that Berkeley Online appears to be less a newsletter than a landing page with links to other university websites.

 

George School - A pictorial newsletter is a novel concept (and for that alone deserves high marks), but the judges felt that the idea needs to be further developed and refined. For one thing, there's no indication of priority or ranking of the photos. As a result, visitors to the newsletter's website view the images in no particular order-rather like opening someone's photo album to view a disparate collection of photos in no particular order. A bit more editorial direction and a "newsier," more informative approach would improve this newsletter. The judges also felt that more detailed information on its popularity would have strengthened the entry.

 

University of Michigan - The judges liked the clean, open look of the landing page here, but we were disappointed that e-TrueBlue appears to be less of a "newsletter" than a landing page with links to other University of Michigan websites and to content that has been created for other purposes. The 23.8 percent "open rate" for those who receive this weekly newsletter is impressive and is a testament to the loyalty of University of Michigan alumni; however the fact that just 7 percent (app. 4,500 viewers) click through "for further information" suggests that more work needs to be done to grow this number and build readership.  

 

Oklahoma State University - This entry featured strong visual presentation and good organization, but the judges felt it was less a newsletter than an invitation to attend Homecoming celebrations. As such, the entry might better have fit into another category. The judges also questioned whether or not sending out the same e-communication twice met the entry criteria for this category, which stipulates that a newsletter "must be published two or more times a year."  

 

Ramapo College of New Jersey - This judges felt this is an interesting newsletter with some strong content and useful information-too much, perhaps. (In addition, the video links to several of the feature interviews did not work.) The consensus of opinion among the judges was that this newsletter would benefit from a redesign, one that would help visitors decide what information is most newsworthy and timely. The homepage as it stands is too busy with too much happening. The judges also felt the blocky, grey navigation panel on the newsletter landing page would be better positioned at the bottom of the page, where it would still be accessible but would be less obtrusive and would not dominate the page, as it does now.