TGJ Communication Technology
Publishing Unit - Layout Techniques
Effective page layouts employ distinct though subtle rules to lead the reader’s eye through the story
components while maintaining a harmonious visual balance. This is achieved through the deliberate
use of headlines, subheads, body text and visual placement. The words are just the beginning. Here
are several tips to make your page layouts effective:
1) Short, punchy headlines delivering key information
Catchy articles often have equally catchy headlines. Short (3 - 5 word) headlines allow for greater
point size across two or more columns of text, so they will be more attention-grabbing than longer,
more wordy headlines. The headline should state the key theme of the article - no more, no less. One
rule of thumb in newswriting is that a top story can be told in three words. Seek to condense your
headline into this tight statement, and it will attract the reader’s attention.
2) Brief subheads provide key, additional information.
Subheads are usually set in smaller type than the headline, and serve to offer the scanning reader a
bit more information about the article. They don’t duplicate the headline information, rather they build
upon it to interest the reader a bit more and invite them to read the text.
3) Use of multiple columns of text
Solid layouts use 3 or 4 columns of text simply because most people can more easily scan shorter
lines than longer ones. Multiple columns also offer the layout designer the opportunity to break up the
overall page look by inserting visuals or ‘call-out boxes’ across two or more columns as a visual treat.
Most publications have editorial style guidelines that specify the size and font of body copy as well as
the number of columns. Additional information will include the justification, or edge alignment of the
columns. For example ‘flush left, ragged right’ refers to the left side of the column lining up, while the
right side is not straight, but varies depending on the length of the words on each line. ‘Fully justified’
means both left and right sides are aligned, and the straight edges of the columns make it more of a
design element. One potential drawback to full justification is the possibility of extra spaces in each
line and more attention required for unusual word breaks.
4) Call-Out Boxes
One popular technique used to attract attention - particularly with stories that do not have a lot of
visual support - is a technique of selecting key phrases to be highlighted by setting them in a larger
type size in a boxed area buried in the columns of copy. Such text is usually no more than 8 or 9
words long, and can be a quotation or significant statistic that the writer thinks the reader will be
intrigued by. The placement of the call-out box is usually near the location of the information in the
body copy. To add colour to an otherwise dull layout, call-out boxes can be made as tinted blocks
containing the words.
5) Visuals that reinforce
When selecting visuals, consider their relevance and importance to the story. Do they provide
valuable additional information? Does the placement of the visual help move the eye through the
layout? Is a caption required to understand the content? If so, be sure to include the necessary
information.
6) Tie the elements together
Using a headline and subhead across the columns of the story will visually tie it together, and visuals
spanning two or more columns will also make the layout more cohesive. Use lines to tie elements too.
© TINGLE 2004
TGJ Communication Technology
Publishing Unit - Key Responsibilities
The task of producing a magazine or newspaper is a shared responsibility with key contributions from
four separate disciplines: editorial, news/sports, features and advertising. A fifth discipline is the
production function involving printing. Understanding the unique roles and their interdependence is
important in assessing the career opportunities in the publishing industry.
1) Editorial
The Editorial function at a publication has the primary responsibility to coordinate efforts of the
various functions into a cohesive product. Editorial, for example, assembles the contents into a
visually pleasing mix of articles and advertising that leads the reader through the publication easily.
They are responsible for the table of contents, determining the overall ‘feel’ of the publication, and set
the style guidelines for type and layout. In major publications the Editor-in-Chief has considerable
authority, and many magazines have become famous due to the efforts of a strong editorial leader.
2) News/Sports
The nature of news and sports is that it is largely last-minute information that must be obtained and
communicated accurately and quickly. One way is by developing a story ahead of time and adding
timely information to it at the last minute. Another technique often used is to block off certain areas
such as the front page for late-breaking stories. In practice, news and sport stories are assembled by
teams of reporters and from the internet/wire service providers such as Reuters and Associated
Press. If received from these external sources, the stories are usually pre-edited and ready to drop
into the layouts. Senior news and sport writers may have regular columns on specific topics, while
others may use their greater experience to write insight pieces which are more deeply researched.
3) Features
Most publications contain feature articles simply because these major stories are strong reasons for
readers to buy a certain publication. Many are written by freelance writers or a designated magazine
staff team. Either way, features are the result of an in-depth look at a subject the editors feel will be of
interest to the profile reader of the publication. These major, multi-page articles may take weeks or
months to prepare, and involve significant reasearch - including interviews and specially
commissioned photography or illustrations.
4) Advertising
Without advertising a magazine would go out of business. Advertisers provide a large part of the
revenue required to produce a magazine, the rest coming from the paid circulation. Advertising
reflects the publication it runs in: for example automotive magazines don’t try to sell furniture. While
some magazines and newspapers have in-house advertising departments, they are mostly involved
with coordinating the ads produced by advertising agencies on their clients’ behalf. Advertising is
charged by space, colour and position in the publication. This information is provided to agencies
who plan ad campaigns for their clients. Major clients may pay a top price to be on a certain page.
5) Coordinating the Players
To meet the typically tight production deadlines, a strict adherence to timetables and frequent
updates/communication among all participants is essential. Morning briefing meetings are the key
opportunities all players have to tell of their teams’ status and find out who needs what - and when.
Editorial staff have a ‘big picture’ view of the publication and its progress, so they can advise
advertising, for example, if a certain feature they plan to run may attract specific advertisers. The
marvel is that all the pieces arrive and fit together on time, day after day, month after month.
© TINGLE 2004