The Copyright Agency just made building backlinks easier for magazine publishers

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The Copyright Agency has reviewed the Copyright Licence for Public Relations, Communications, Advertising and Marketing Agencies to make licensing simpler, and it represents a good opportunity for magazine publishers to build their SEO backlink profile.

Building a strong backlink profile for your brand is an important element of increasing your website’s SEO and ensuring that you sit as near to the top as possible in search engine results pages. But it can also be one of the hardest aspects of SEO to implement. 

First, you’ve got to craft content valuable enough that other brands that have established a strong domain authority (and reader trust) want to post about it on their website – then you’ve got to cross your fingers that they link back to your website. 

So what has Australia’s Copyright Agency done to help publishers with backlinks? 

Increased external sharing limits for agencies

The Copyright Agency (CA) has increased standard copyright limits, allowing agencies to share Australian newspaper and magazine content on their agency’s websites and social media platforms. Agencies can now post up to 72 Australian articles to their website and 48 articles to their social media platforms.

CA said that the standard licence agreement has also been redrafted to distinguish between the rights agencies receive directly from the Copyright Agency under their annual licence agreement, and the rights they might receive via a Copyright Agency licensed media monitoring organisation (such as Isentia, Meltwater or Streem) under the ‘Downstream Licence’.

Client sharing changes

The Copyright Agency Licence covers the day-to-day operations of agencies, including activities such as printing, photocopying, emailing within their organisation and posting content to intranets.

“If agencies also share newspaper and magazine articles with clients, they need to add ‘Client Sharing rights’ to their Copyright Agency Licence in order to be copyright compliant. These rights enable agencies to send newspaper and magazine articles to their clients,” the CA states on its website

The CA said that client sharing rights used to be calculated on a per customer, per month basis. It has now been paired down to one simple calculation: how many articles, in total, an agency expects to send and receive over the Licence year.

And the CA team assure that should an agency’s needs change during the year, for example if an unexpected EDM campaign comes up, it can easily top up its client sharing rights to be invoiced on a pro-rata basis.

When will the changes come into place? 

The simplified Copyright Licence for Public Relations, Communications, Advertising and Marketing Agencies will be phased in over the next Licence year.

For more information, please contact the Commercial Licensing team at or on 02 9394 7600.

What are the next steps for magazine publishers in building backlinks? 

Agencies want to share the marketing success stories of their clients, and if those have been in your publication, you should want to share them too. 

Set up a process so that your sales or marketing teams contact agencies or clients after each printed edition of the magazine, or each successful online campaign, to chat about how the agency could profile or produce a case study on the marketing, linking back to your website. 

It generally isn’t hard to build backlinks as a magazine publisher. Quality long-form content lends itself to being shared and cited online, but it’s worth thinking about ways that you can build your competitive edge over your competitors – and if you can combine the promotion of a successful revenue-generating advertising campaign in your magazine with a backlink, well, it’s a win-win. 

Interested in learning more about building backlinks? This article has some good tips

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