We are Mandy Shipp and Jemma English from Wolverton & Greenleys Town Council. In our roles as Deputy Clerk and Communications Administrator respectively, we are responsible for the continuing evolution of the town council's community's newsletter into a vibrant, full-fledged magazine that it is today. Our journey in engaging the community through this publication offers insights and strategies beneficial for anyone looking to start or enhance their community magazine.

The Evolution of the Community Magazine

The Wolverton & Greenleys community magazine began its life as a simple newsletter called Wolverton News in June 1993, created by The Madcap, a centre for arts. Initially it was an eight-page paper and was distributed quarterly, it aimed to knit the community closer by sharing local news and events.

By 1997, The Madcap ceased its activities, and the newsletter was discontinued. However, in 1988 recognising the newsletter's value, the newly formed Wolverton & Greenleys Neighbourhood Council, revived and rebranded it as, the Wolverton Neighbourhood News in. Transitioning from a council to a town council, the publication continued to grow, shifting from a basic newsletter to a glossy, professionally printed magazine by 2002.

Key milestones include:

• 2002: Transition to a 16-page glossy format during the Queen's Golden Jubilee.
• 2005: Introduction of colour prints.
• 2011: Upgrade to a bound magazine format.
• 2016: Celebration of the 100th issue.
• 2020’s: Continued publication through COVID-19, providing critical information and connection during the pandemic.

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Creating the Community Magazine

Set a Clear Vision

Define what your magazine aims to achieve. For us, it was about keeping the community informed and connected. Your vision will guide the magazine's content, design, and outreach strategies.

Identify Your Audience

Understanding and catering to your audience is crucial. Our magazine serves the diverse population of Wolverton & Greenleys, an area rich with history and community spirit. According to the last census in 2021, our local parish population stood at just shy of 14,500 residents, showing a steady growth trend with a relatively even split between male and female residents and a significant cultural diversity. We tailor the content to meet the interests of all age groups within our community:

• Families and Younger Residents: We include educational activities, fun age-appropriate puzzles, and promotions of our outreach projects to engage families and young residents.
• Older Adults: Our content often features historical articles, updates on council activities, and information about local services, which are particularly valuable to older adults who may rely on traditional media as their primary source of news.
• Local groups, organisations and businesses: We also share updates from local groups, organisations and businesses helping to foster a supported local economy.

By engaging such a varied audience, we ensure that the magazine remains a relevant and cherished part of the community fabric, encouraging a sense of belonging and participation among all residents.

Inclusive Content

Ensure the content resonates with diverse community segments. Include contributions from local organisations, community groups, and council updates.

Recruiting Volunteers and Contributors

At the heart of our community magazine are the contributions from local volunteers who bring a range of perspectives and voices to each issue. Engaging local talent is key to maintaining the magazine's relevance and vibrancy. Here’s how we attract different groups:

• Local Schools and Youth Organisations: We regularly feature contributions from schools and youth organisations, which provide updates on educational initiatives, student achievements, and school events. This not only helps in highlighting educational content but also engages young residents and their families.
• Community Groups and Charities: Various voluntary community groups from within the parish contribute regularly. For instance, the In Bloom group provides updates about local beautification projects, while community centres like Kings, supply content about how to access help during financial constraints. Additionally, the Community Orchard shares updates on their activities and recognitions, such as the King’s Award for Voluntary Service, and local sporting groups provide us with updates on the activities their clubs provide to its members.
• Council Members and Local Leaders: Our council members, including parish councillors, often write about local governance and community planning initiatives. This helps in keeping the community informed about local government actions and upcoming projects.
• Residents: We encourage all residents to share their stories, news, and features. This open invitation helps capture a wide array of experiences and stories that resonate across different segments of our population. We especially value input that sheds light on local traditions, personal achievements, and community milestones.

Our contributors include groups like the Milton Keynes Western Front Association, which provides historical insights, and the Wolverton Senior Citizens Coffee Club, which shares updates on their community activities. Each contributor, whether a schoolchild or council member, adds to our community magazine, making it a rich, inclusive publication that represents the spirit of Wolverton & Greenleys.

Establishing a Style Guide

Consistency in layout, font, and design ensures the magazine is professional and accessible. Our town council newsletter policy specifies everything from article length to photo quality, ensuring a uniform presentation, that enhances readability and aesthetic appeal. Here are the specific guidelines we follow:

• Layout and Design: The magazine is printed in A4 format, with each issue comprising 32 pages, including a self-cover. The design follows a consistent four-colour scheme throughout, enhancing visual appeal while maintaining brand consistency.
• Typography and Fonts: We use selected fonts to ensure that the text is both attractive and easy to read and accommodates a broad audience for the ranges of readers it reaches from young to senior.
• Content Structure: Articles are structured to prioritise local content throughout the publication with specific sections dedicated to town council updates, community news, and the mayor’s editorial. Advertisements are strategically placed, primarily towards the front of the magazine, ensuring maximum visibility for advertisers without overshadowing editorial content. The back cover is reserved for full-page advertisements or council business which takes precedence.
• Image Quality: Images must be submitted as separate JPEG files with a minimum resolution of 1000 KB to ensure clarity in print. Photos with lower resolutions are avoided as they can appear blurry, detracting from the professional quality of the magazine.
• Article Length and Word Count: The magazine accommodates varying lengths of articles:some text
  • A full page article are around 520 words and up to four pictures.
  • Half-page articles are around 350 words with one picture.
  • Quarter-page entries should be about 150 words with up to three small pictures.
• Printing Specifications: Printed on 100gsm Silk paper, the magazine is folded, stitched, and trimmed to size to ensure durability and ease of handling. Both print and web-friendly PDF versions are available.

The attention to detail in the style guide helps ensure that each issue of the Wolverton & Greenleys Community Magazine remains as professional, cohesive, and a essential resource for the community.

Develop a Production Process 

The production of Wolverton & Greenleys Community Magazine is planned to ensure timely and quality publication. Here are the key steps and components involved in our production process:

1. Content Gathering and Deadline Management:
   • We begin the process by sending out the first notification email two weeks before the content deadline to all contributors, reminding them of the upcoming submission date.
   • A final reminder email is sent one week before the deadline to ensure all content is submitted on time.
   • The content deadline is strictly set for the first Thursday of the month preceding distribution. All content must be received by the designer by Friday noon via WeTransfer, as files are often too large to be sent by email.
2. Content and Design Specifications:
   • Content for the magazine must adhere to predefined guidelines as set out above.
   • The magazine utilizes a four-colour palette throughout its pages to maintain visual consistency and brand identity.
   • Content is meticulously planned to include the 4 middle-pages as updates from the town council, a mayoral editorial on the second page, and prioritised local content throughout.
3. Advertisement Integration:
   • Advertisements are strategically placed, with premium spots like the first page and rear cover offered at different rates. There are also incentives for new and recurring advertisers, such as discounts for block bookings and special rates for non-profit organisations.
   • Advertisement sizes and formats are clearly defined, ranging from full-page ads with bleed specifications to smaller, quarter-page ads.
4. Printing and Assembly:
   • The magazine is printed on 100gsm Silk paper and includes 32 pages including the cover, which is self-covered. The magazine is folded, stitched, and trimmed to meet quality standards.
   • After the initial content submission, the first draft of the magazine is received from the designer by the second Friday of the month before distribution. This is followed by a period of reviews and edits, where the magazine team collaborates closely with the designer to finalise the layout and content.
5. Distribution Preparation:
   • The final version of the magazine is sent to the printers on the third Thursday of the month before distribution. Simultaneously, the digital version is prepared for online access.
   • The magazine is then received back from the printers the following week and ready for distribution over the weekend ahead of the months it covers, ensuring it reaches 6,169 homes within the community.
6. Feedback and Evaluation:
   • Continuous feedback is gathered from residents and readers to assess the impact of the magazine and make necessary adjustments to the content and design.

This structured production process ensures that Wolverton & Greenleys Community Magazine not only meets its publication deadlines but also maintains high standards of quality and relevance to the community it serves.

Production Costs and Funding

The Wolverton & Greenleys Community Magazine runs at a loss financially but the benefit of its reach within the community far exceeds this, it remains a valuable resource throughout the community. Here’s is a breakdown of the costs and funding:

1. Budget Allocation and Cost Tracking:
   • Detailed records are kept for all expenses associated with the production of the magazine, including design, printing, and distribution costs. For instance, design costs are set at £640, printing at £1,796, and distribution at £525 per issue, amounting to a total cost of £2,961.
   • The council allocates a specific budget each year for the magazine, factoring in these costs to ensure they are covered without compromising other community services.
2. Revenue Through Advertisements:
   • A significant portion of the magazine’s funding comes from local advertisers. Rates are clearly defined for different page sizes and placements within the magazine, with specific charges for premium pages like the back cover and first page.
   • Advertisers are incentivised with discounts for block bookings, which helps secure long-term partnerships and consistent revenue. For instance, new advertisers are offered an additional free advertisement when purchasing for the first time, and returning advertisers receive discounts ranging from 10% to 20% based on the number of ads booked.
3. Economy Support:
   • Local businesses and organisations are encouraged create content for the magazine, which provides them visibility while supporting community initiatives.
4. Cost-Effective Production Choices:
   • Choices regarding the paper quality, printing methods, and distribution tactics are made with cost-efficiency in mind. For example, opting for 100gsm Silk paper provides a balance between quality and cost-effectiveness.
   • The magazine's distribution is organised to minimize costs while ensuring wide coverage, using a combination of volunteer distributors and paid distribution for broader reach.
5. Monitoring and Adjusting Costs:
   • Regular reviews of expenditure and revenue help identify opportunities to reduce costs or increase income. For example, assessing the return on investment for different types of advertisements can guide future pricing strategies.
   • Engagement with the community through feedback on the magazine's content and advertisements help to fine-tune the approach to meet reader interests and advertiser expectations, ensuring continued support and funding.

Wolverton & Greenleys Community Magazine continues to serve as an essential informational resource for the community supported by the revenue from advertisements and supplemented with council budget.

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Conclusion

Creating and maintaining a community magazine is a rewarding yet challenging endeavour. It requires a clear vision, dedicated team, and community support. However, the impact on local engagement and community spirit is immeasurable. We encourage other councils and organisations to consider this powerful tool for community building. Through shared experiences and regular communication, we strengthen the bonds that make our communities vibrant and resilient places to live.

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Watch our webinar

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Watch the webinar below, and you can download our slides here The Power of Community Newsletters: A Case Study from Wolverton and Greenleys Town Council

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