We just received the Doctors Without Borders newsletter http://tinyurl.com/c3umro in the mail, and I’m impressed by a number of things:
- Because it’s one of the few printed newsletters I still receive, it really stood out. So many organizations are moving away from printed pieces, which may be a bad call. In the world of marketing, one of the best things you can do is to do the thing that others are not doing.
- Digital simply can’t replace the tactile experience of holding a newsletter in your hand and flipping through it. There is a visceral experience to print that helps us remember in different ways.
- Doctors Without Borders has incredible imagery, and they use it to tell a story. The phrase, a picture is worth a thousand words, really is true.
- It passes the “I’m too busy to read test”. At Mission Minded, we put all of our publications to this test. If you can’t flip though a document in 15 seconds and understand what’s being said by headlines and photos alone, than the piece isn’t doing its job.
One other note: Doctors Without Borders also digitally distributes their newsletter on Issuu (www.issuu.com). I hadn’t seen this site in action before, but I’m impressed with it’s ability to show publications on line.