Low-Cost Content for Newsletters, Magazines, and Web Sites
by Cheryl Woodard, Posted October 2008 [PRINT VERSION]
Content is one challenge facing all publishers - how to deliver a constant, fresh supply of compelling, readable articles that capture and hold the attention of your readers. Major publishing companies hire writers and editors, but many of us cannot afford all the staff contributors we would like to have. Here are some tips about how to supplement what your staff writes from affordable outside sources.
Every publisher needs to understand copyright law, which governs all creative works (articles, videos, audio recordings, and podcasts). You should protect your own works, and be sure to respect the work of other creators. I highly recommend that you read Getting Permission, by Richard Stim, and The Copyright Handbook, by Stephen Fishman. You can also read about copyright at Nolo.com.
As a book author myself, I can tell you that authors welcome having small slices of their books quoted on other people's websites or in print publications. We don't expect to be paid when you quote from our books, but we do appreciate some basic professional courtesies. First, always cite the book title and author's name so that interested readers can buy it if they want to read more. This citation also satisfies copyright law and keeps you from inadvertently plagiarizing protected works. Second, include a link to the author's website. This step helps the author and readers both. Finally, send the author an email with a link to the page on your site, or a copy of your newsletter attached. This courtesy begins a relationship with someone who might become a regular contributor in the future. And it might lead to a free reciprocal link from their site back to yours.
Syndicated Articles and RSS Feeds
You can read a history of syndication and some useful tips in a Wikipedia article on syndication. RSS is one form of syndication. Some RSS publishers require a payment, but many are free. Pick carefully to find a feed that will add real value to your site by closing matching the interests of your audience. For example, its easy to get stock market and political blogger feeds for free, but haven't we all read enough of them elsewhere? If you find something unique and specialized, your readers are more likely to appreciate it.
You can also buy the rights to use articles, videos, and podcasts on your site through content syndication networks like Helium, the Copyright Clearance Center, and StudioOneNetworks.. These services collect content from many different sources and resell it. You will pay a fee for using this material, but the advantage is that you can see what you're getting before you post it to your site. And the quality of fee-based content is generally better than the free stuff.
We talk about hiring freelancers in our book, Every Nonprofit's Guide to Publishing. The content chapter suggests how to find good writers and manage them well. It also covers fees, rights, and other business issues.
If you are working on a publication and you need specific advice, feel free to email Cheryl Woodard at The Publishing Business Group. We work with newsletter, magazine, and book publishers of every variety. The chances are good that we can help you, too.