Provide a forum in which readers can respond and interact. Write to express, not impress. Use words that communicate your message clearly and concisely, with the help of concrete examples and case studies. Avoid jargon that would not be understood by your entire audience. Establish a recognizable format so that readers can become comfortable with your publication and find specific kinds of information quickly.
Familiarity is critical in developing readership.
Good layout and design are essential in competing for the attention of readers. It also facilitates good communication. Too often, design is forsaken at the expense of content. Just as often, design takes on a life of its own and obscures content. Use well-planned photography and artwork.