Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Jul 15, 2004
Blog Post

How to get editorial pros to contribute content to your house email newsletter

SUMMARY: No summary available.
Per today`s Case Study, Lewis Weiss was able to trade on a long-standing advertising relationship in order to get custom-created content from a recognized industry expert in each issue of his email newsletter.

It's a sweet deal, but other marketers can copy it if they swing the same kind of heft among trade magazines or vendors.

Some considerations:

-- Are you a major advertiser in a trade magazine, Web site or email newsletter? We're talking a regular contract for display ads of at least a quarter page in print or skyscraper-size online, not one-time deals, or co-op or classified ads.

The next time the publication's ad salesperson comes around looking to get extra money from you to underwrite a special issue, ancillary program (like the audiocassette program for Weiss) or the like, see if there's room to barter away some of the cost by picking up a key writer.

You should try to get the writer to produce something special for you. Failing that, try to negotiate the rights to rerun a column by a popular writer.

-- If you don't have that kind of ad-dollar pull, look at your own vendor relationships. Do any of them have exceptional knowledge to share that your customers would also appreciate?

Although he doesn't have a separate contract with his writer -- terms are covered under his ad contract with Purchasing magazine -- I recommend that marketers who use talent from outside their companies work with a contract that specifies the following work conditions:

-- Pay: How much, how often and how much if any should the company cancel an issue?

-- Copyright: Does the marketer or the writer own the copyright to the material the writer creates for the newsletter?

-- Editorial content and control: Who has the final edit on copy, the newsletter publisher or the writer/editor? Who determines the editorial calendar, solicits articles and artwork and works with the newsletter designer?

Here's a link to a standard freelance writer's contract template (modify for your own needs)
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.