Editors: Time to (strategically) plan next year’s editorial calendar

A newsletter’s strategic business focus is often the most difficult trait to ascertain. Lifeway Christian Resources editor Kelly Davis Shrout can attest to that. She said her newsletter LifeLines’ strategic business focus is of great importance to her staff. As she explained, there are several business units at LifeWay and the editorial staff spotlights these units in LifeLines throughout the year.

Shrout said the editorial staff meets every December to plan how they will feature each business unit in the pages of LifeLines, including how many stories each unit will receive and when the stories will run. The number of stories each business unit receives in the newsletter is dependant on its size, Shrout said.