The number of pages you include in your newsletter depends on one key factor: how much you have to say that your audience wants to hear.

If you are focused on delivering great content to a specific audience and you can fill up 16 pages with fabulous articles each month, great. But that’s going to be tough for most organizations.

Instead, start here: publish a great four-page newsletter once a quarter (every three months) for a total of 16 pages of content per year. If you’ve got more great content than will fit in that space, increase your quarterly page count to six pages (24 pages total) or the schedule for your four-page newsletter to six times per year (every two months, 24 pages total). From there, go to eight pages quarterly (32 pages annually) or six pages six times per year (36 pages annually). Only after you’ve proven that you can sustain this level of publishing for a year should you bump up to more than 40 pages of content per year.