Unlike business journals, company publications, or
house organs, are produced by, or for, the businesses or
organizations they serve. Their readers need or want
certain information about the companies for which they
work, and the companies try to provide it.
There are six basic kinds of house organs. Many of
the larger companies publish them all. A number of
companies consolidate their news into fewer
publications. Some small companies produce only
occasional newsletters for their employees. Whatever
the case, all have a need to communicate to an internal
or external audience. And all have a need for material
that will interest their readers.
The six types of company publications are as
Stockholder or corporate
Employee magazines are designed to inspire and
motivate employees. They keep workers up to date on
company programs and policy and knowledgeable
about employee benefits. They also provide recognition
of the accomplishments of employees and inform
co-workers of those achievements.
Published at regular intervals (weekly, monthly,
etc.), employee magazines are much like ship and
Customer magazines are produced to remind their
readers of the desirability y of using a companys product
Stockholder or Corporate
Stockholder or corporate magazines are published
to inform a companys shareholders about policy and
financial matters concerning that company.
Sales magazines are publications designed to help
a companys field representatives make more sales.
These publications contain suggestions on generating
customer interest in some product or service and tips on
closing sales. They might carry an evaluation of a
successful sales campaign and offer advice on ways for
the sales force to use it in connection with their wares.
Sales magazines also are useful in keeping a sales force
abreast of changes and improvements in their products
and for motivating personnel with articles on positive
Dealer magazines are publications produced to
maintain an open channel of communication between a
manufacturer and each independent dealer. They deal
largely with facts about the manufacturers product.
Technical service magazines are publications that
contain technical information necessary for using or
repairing a manufacturers product.
Many of the larger companies, and some of the
smaller ones, have their own printing facilities and
editorial personnel so they can produce their
publications in-house. Others employ only editorial
personnel and farm out the printing requirements. Still
other companies contract to have their magazines
produced entirely by outside publishers. Regardless of
the system used, the masthead of each magazine
contains the name and address of the editor to contact
about submitting material.
Service-oriented magazines are those magazines
produced primarily for military personnel (active duty,
reserve and retired), military dependents and
Department of Defense (DoD) civilian employees. That
is not to say that these publications have no readers
outside their targeted audience. Many of the
service-oriented magazines are read with interest by
such people as educators, contractors, former military
personnel and friends of the services, such as Navy
However, Navy journalists writing for these
magazines should remember to direct their articles to
the primary audience. Service-oriented magazines may