Part 1: Using an ISSN for Your Blog: Is It Really Worth It?

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Books and periodicals — anything that gets published, really — has something called an ISSN or ISBN, an International Standard Serial Number. What’s the benefit of registering your publication for an ISSN? Why do it with a blog? Let’s go over the basics.

Books have ISBN’s, magazines and periodicals have an ISSN. Any publication that will be published in editions, basically, gets an ISSN and everything thing that only get published once (books, for example) get an ISBN. These numbers are registered with the Library of Congress, and are a record of the basic information about the publication. Stuff like title, description, and publisher are the types of basic information that go in this record. These numbers are unique to each book and publication; every one is different, everyone is unique. Like your personal phone number (including all the international country codes). Someone dials the number, you answer the phone. It’s the same with an ISBN or ISSN. We’ll stick with ISSN’s from now on since these deal with periodicals, which apply to web blogs.

ISBN and ISSN numbers are primarily used to track these publications in an information-based setting, like a database (searchable in a library card catalogue, for example). This is the main benefit of having one. However, as it pertains to a blog this benefit doesn’t really mean much of anything. So what are the benefits of having an ISSN for your blog? Is it right for you? Read on.

Having an ISSN Lends Credibility to the Publication

Having an ISSN for your blog puts you squarely in the realm of any other periodical. Granted, you won’t have the readership of Wired Magazine, but you are recognized as a periodical by the Library of Congress, your viewers recognize you are a real magazine, and this lends credibility to the content you publish. How you leverage this credibility (or if you blow it out of the water altogether) is up to you, but it’s a good foot in the door, so to speak.

Keep in mind that if you published erratically (look who’s talking) then this can, in some instances, detract. Do your best to stick to a schedule of publication. More on building this credibility later.

Having an ISSN Lets Readers Know You’re Serious

By registering your blog for an ISSN also tells your readers that you are serious about what you do. People associate those official-looking numbers with official-looking publications (the majority of which are actually official). In a sweet carry over from the tangible, print world, having an ISSN suggests to the reader that you have worthy content, that you know what you’re doing about your topics, and you have a market position that isn’t going anywhere anytime soon. In other words that you’re a good, trustworthy spot to spend time and learn stuff. Nobody likes a fly-by-night. An ISSN kind of stops that idea in its tracks.

Having an ISSN Suggests Readership

Having an ISSN registration also subtly suggest to your readers that you also have your fair share of readers (whether this is true or not). This is a purely superficial benefit, but adds to credibility in it’s own way. People like to be where other people are; we’re social creatures. We put more oomph into things that others are participating in and enjoying.

The suggestion of wider readership also can be a great way to attract guest writers and interviews (note that This Is Inspired has had interviewees long before we had an ISSN assignment).

Having an ISSN Is Free & There’s Nothing to Lose

in other circles this might be known as cheating, doing something just because you can, or just jumping on the Gimme Gimme Gimme bandwagon, but there really are benefits to be had and there really is nothing to lose. Basically, if you’re serious about publication, get an ISSN registration. If you know you’re going to be publishing content that people like to read, content that teaches or inspires, and you’ll be doing so on a regular basis then by all means go for it.

The only instance where you shouldn’t, or even where you may just want to wait and see for a bit, is if you’re just getting your feet wet with blogging. When you start out, it’s easy to get all gung-ho and jump in with both feet, but! but, the water is cold at first. It’s not exactly easy work, and it certainly doesn’t pay that well (at least for the first several, several months). If you have any doubt as to whether you’re going to be able to stick it out and make it work, then don’t register. At least, hold off for a while and see if you like publishing.

Ways to Leverage Credibility as a Periodical

• Be consistent in publishing content. Whether you post major articles every month or every two days, be as consistent as you possibly can.
• Stick to a certain day for publishing articles of a certain type or in a certain category. Wired Magazine, Better Homes & Gardens, and Dog Toe Nail Clippers Bi-Annually stick to certain consistent types of articles, called Departments, that they publish in every article. You can count on these. Do the same with your blog.
• Place the ISSN in a recognized, accepted place. Don’t go flaunting it and throwing it in your readers’ faces. You can make it stand out a bit, but don’t violate the accepted terms of where it really belongs. In small type underneath your header, in the footer, etc. Don’t make your readers confused as to whether the name of the blog is “Design Love Quarterly” or “1449-0076.” It is acceptable to include it in RSS feeds, if you wish, but again do so in an inconspicuous way.
• Set a schedule for publication, and have sub-schedules for publishing certain types of content. Let people know they can count on a how-to on Monday morning, or they can wrap up their workweek with a wallpaper giveaway, or whatever — but be consistent. For example, This Is Inspired publishes interviews every two weeks (we try to) and even then only on Monday (it was Thursdays initially, but last month we switched to Mondays).

Is An ISSN Right For You?

Is it worthwhile to register your blog for an ISSN? The choice is yours, and while it’s not something to be taken lightly, there’s really no reason why not. If you’re regular in publication, love what you do, want to continue doing it (and are ready to make that commitment), then go ahead and apply for one for your blog.

Coming Up Next…

In Part 2 we’ll go through the necessary steps it takes to get one going (as well as how long to wait), and where to go to get the forms and submit them. In the meantime, consider it carefully; weigh your options, and remember that having one doesn’t legally bind you to keep up with it, but does tell your readers you’re serious and that you’re making a commitment to keep them informed and entertained.