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Specific responsibilities and expectations should be set by the job originator and creative director.

Knowing what materials are needed and getting them will directly impact on the success of a newsletter. Because details and expectations were outlined in advance, the marketing department for this Veterans Administration hospital newsletter had their editorial content nailed down for the very first issue. Such preparation makes it easier for the creative director to make worthwhile contributions. For example, it enabled me to settle on design elements, like the purple "Did You Know?" column right from the start. This graphic device made it possible to begin many story lines on the front of each issue to help ensure that readers would finish stories on the inside pages.
 

Their photos were also great in that they were full of happy faces. Smiles, or the absence thereof, can make or break readership. Since most pictures would be taken by staff, we all stayed focused on the importance of getting the cheeriest results possible.

Creative functions:
Creative direction, art direction, design and illustration*

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