Using Balance In Newsletters
Balance Explained: Balance is an abstract, and some might think a confusing, concept so it might be an idea to establish what is really meant by it in the case of newsletters before discussing how to achieve it. In the real world we know that, in order to accomplish balance, a weight must be countered by an opposing weight. In publishing, it means something similar but it depends, to an extent, on whether we are discussing the physical aspects of a publication (how it appears) or the ‘editorial’ side (the content). Editorial and lead articles set the flavour for a publication and consideration of ‘counterweights’ necessarily start there. Be cautious though. Whilst trying to introduce balance it can sometimes be only too easy to inadvertently change the tone of the whole newsletter.