Combine Writing, Editing and Design in Your Employee Publication
http://www.iabc.com/cwb/archive/2007/1107/Dower.htm

Dower, Sophia
Communication World Bulletin
2007

Abstract:

After more than a decade of working in the corporate environment, I have finally accepted that readers need to be enticed by more than the promise of a good read: They need proof. They want a visual two-second test-drive before they decide whether or not to spend precious minutes on a particular page. This is not to say that corporate readers are not discerning or that sloppy copy reads any better when dressed up with elaborate design. The truth is that in any corporate publication, a great article won't be read if the layout is poor. Similarly, a stunning design falls flat if the content doesn't live up to it.