Editorial Guidelines
Fuel
Mission
Fuel is designed to keep forward-thinking marketers and their companies on the leading edge of customer communications. Insightful, intelligent and motivating, the bimonthly newsletter provides an innovative, results-oriented approach to building a sustained dialogue with customers across a broad spectrum of media. Published by The Pohly Company, Fuel challenges conventional wisdom through authoritative case studies, motivating how-to articles, expertly written opinion pieces and captivating interviews with trendsetters in business, marketing and custom publishing. It feeds the insatiable need to see beyond the norm, to expect the unexpected in building an emotional connection with customers through an ongoing communications program.
Cover Story
An in-depth article — quoting at least four expert sources and supported with relevant statistical information — that explores the latest trend in building a sustained dialogue with customers and best prospects across all media. Categories covered include: custom publishing, advertising, direct marketing, channel marketing, guerrilla marketing, cross-marketing, database marketing, public relations, loyalty marketing, online marketing and co-op marketing. A similar feature, related specifically to online marketing, runs in the Fuel e-newsletter.
1,200 words
Of Note
The latest news, insights, stats, facts and quotes from the world of customer communications.
(Send press releases to Martin Lieberman at mlieberman@pohlyco.com.)
The Nonconformist
A first-person piece, typically written by a marketing, advertising or sales expert that offers an unconventional view on a hot topic.
650 words
One on One
An interview with a customer communications expert, typically an author. The piece includes a sidebar with tips on the topic covered in the Q&A.
650 words
The Big Idea
A case study on a cutting-edge customer communications program (print or online) that resulted in a quantifiable return on investment. A similar piece, related specifically to Web marketing, runs in the Fuel e-newsletter.
450 words
9½ Ways
An against-the-grain look at how to elevate your customer communications efforts in print and online.
600 words
Hot Off the Press
Insight gleaned from the latest marketing/business books to hit the market.
300 words
Ken Beaulieu, Editor:
Fuel
The Pohly Company
99 Bedford Street, Floor 5
Boston, MA 02111
Phone: 617.451.1700
Fax: 617.338.7767
E-mail: kbeaulieu@pohlyco.com
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