Designing a newsletter’s back page

The front page and back page of your church newsletter are prime real estate because those are the pages that most people see first. In magazines, the back cover is often the most expensive ad space.

The back pages of many newsletters have a mailing panel on the top half and other information on the bottom. The newsletter is then folded to create the mailing panel on one side (which functions as the front page for postal workers).

The other side is optimum space for important information. Even when the newsletter is laid down unopened, there’s still a 50-50 chance that the back cover will land face up and be seen.

Because of the high visibility of this area, we suggest you use it for:

• Important news item(s)
• Cancellation notices
• Last minute news
• Table of contents or “What’s Inside” teasers
• Important dates and events
• Worship schedules, especially during the Christmas and Easter seasons when you’re likely to have additional worship services
• Appealing photos of people that relate to an accompanying announcement
• Other information you want all members to see, even if they never open the newsletter.
• The church’s website address
• Seasonal artwork, such as a graphic illustrating the month or a holiday frame to enclose the panel

Two things to keep in mind:

First, if you want people to pay attention to what’s on this space, don’t overfill it. Otherwise nothing will stand out. A single item with plenty of white space surrounding it draws more attention than having several elements.

Second, avoid putting personal information — such as names of ill members, prayer requests, home contact information for committee chairs, similar private and personal data or financial statistics — in this area. Until the newsletter reaches recipients’ homes, this is public space.

Remember, while the back page may seem insignificant, it isn’t. So, don’t treat it as an afterthought — put plenty of thought into how to use the space wisely.

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