Rudibus ex machina: criticizing Collingwood’s latest newsletter feels a bit like punching a puppy. Or commenting on the sloppy grammar of local bloggers. Both are far too easy, like catching fish in a barrel, and I feel guilty when I even think of doing it.
But since your tax dollars are at work, it needs to be done. Someone needs to stand up and say this is not the standard we expect from a $55 million-a-year corporation. This might be a good runner-up in a high school contest, but it is not a professional product appropriate for municipal communications.*
This piece, I’ve been told, was not produced by the town’s communications director, but rather by the clerk’s office. It was not seen – or approved by, let alone edited – by the mayor or council before it went out. Since the clerk’s office reports to the CAO, the ultimate responsibility for this piece of dreck lies with the CAO. That’s where the buck stops; that’s where we expect accountability. But where was it?
Let’s get the basics over first: it’s not a newsletter. There is nothing in it about the town’s finances, budget preparations, parks, facilities, economic development, library – nothing about ANY department. Nothing newsworthy at all. A full third of it is about the self-described “strategic plan” (which is neither) – information that’s already months old!
It has as much in common with news as a grocery store flyer. It’s an ad sheet. It does little more than regurgitate content from the town’s atrocious advertising in the EB.*
Who does it serve? What is the target audience? Is there a theme, or a focus? Where is the news?
In terms of design, content, layout, graphics, it’s awful. Bloody awful.
Not the sort of awful that King Charles used when he called Christopher Wren’s design for St. Paul’s cathedral “amusing, awful and artificial.” By awful, he meant awe-inspiring; something that inspired reverential wonder, or even fear. Which I certainly don’t mean, and refer readers to the more current definition: shite.
It’s not as drab as the previous newsletter, and certainly more colourful, but in terms of artistic design, it’s equally cringe-worthy. Awful, in its modern sense, will suffice. But like the last publication. it’s not a newsletter; just an ad sheet.
As far as I am aware, the Town of Collingwood won’t spring for real page layout software like InDesign or CorelDraw, so the newsletter is likely still created in Microsoft Publisher (or worse: Word). Which is to layout and design what a crayon sidewalk scrawl is to a Shakespeare play. You get what you pay for.
But even lumbered by the inefficiencies and inanities of Publisher, a reasonably good design could still be beaten out by a competent designer who adhered to some basic design rules and style. None of which were apparently considered when this was being cobbled together. ( I cannot say it was crafted…)
What rules, you ask? Well, the first one is white space. It has none. This thing is as dense as a brick. Even the margins and spaces between columns are so small that the text runs into itself horizontally. The eye has no idea where to go, what is important, where to look. It’s like reading street pavement. Ever notice the individual bricks on the main street sidewalks? Tightly fitted together so you see a pattern, but not the individual bricks.
They’re like the words in this publication.