Tuesday, February 10, 2009

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Today's post is as the result of a request. I love it when people email me with topics to cover. Feel free to email me anytime at robin.sullivan.dc@gmail.com with a suggestion or just to let me know that you read the blog and find it useful (or not so useful). Knowing that people actually read some of what I write here makes it worth writing down. If there are only crickets out there I have better things to spend my time on.

Anyway I was emailing with an author about podcasting and mentioned that Tee Morris (author of Podcasting for Dummies and Advanced Podcasting Techniques for Dummies) is coming to do a guest lecture for my writer's group. They asked if they could use "For Dummies" in the title of their next book - so I did some research for them.

Book titles are not copy rightable (okay not a word but you get my point). An author can not "reserve" a title for them and them alone. Elie Wiesel's "Twilight" was published in 1988, Nancy Pickard wrote "Twilight" in 1995, Meg Cabot has a "Twilight" from 2005, Erin Hunter's "Twilight" is from 2006, Christtie Gordon's "Twilight" was published 2008, and I think there is a s somewhat well known person called Stephenie Meyers who used it in 2005. ;-) These are just a few that I found and I'm sure there are others.

NOTE: Always consider if your title is used by others before selecting it - it is important to have a title that has a good Search Engine Rank - obviously any of the authors above will have a difficult time getting Google's attention against the Meyer popularity. Books in Print (put out by Bowker - the US ISBN agent) is a great resource for determining if your title has been used before. Also a quick search on Amazon is helpful. So no one can stop you from using "For Dummies" in your title. But..


Everyone has seen the hugely popular "For Dummies" books - Their trade mark yellow and black with distinctive font and the triangular headed big eyed geek (known as "Dummies Man"). These images are definitely copy rightable and are - Notice the ® around both the cartoon guy and the "For Dummies". It is not the words that are copy written it is "the look" -those particular words written that particular way - (i.e. colors, font, etc). So if you attempted to "emulate the look" of the For Dummies then Wiley will definitely be coming after you. You will open yourself up for a huge financial liability. This organization has spent millions investing in this "brand" and I'm sure they have a whole department that works on ferreting out people who abuse it and they will have a legal department that is not worth tangling with.

There are over 150 million "For Dummies" books in print and 1,400 titles. More are developed all the time by Wiley (AKA John Wiley & Sons) A leading non-fiction producer of: reference books, text books, and brands such as Cliff Notes, For Dummies, and Frommer's.

The first "For Dummies was published in 1991 "DOS for Dummies". It was initially met with skepticism — most bookstore chains didn't want to carry the book at all, claiming that the title insulted their customers and readers in general. But the publisher prevailed arguing the title was a "term of endearment" that readers would immediately relate to and identify with. Their success speaks for itself.

At one time you could approach the "For Dummies" publisher (the people who owned the brand before selling it to Wiley) with an idea - basically "pitch" them the concept and your credentials and if they liked your idea they would take on the project. If you have an agent you can still do this. If you don't have an agent then the best you can hope for is to be placed in their database. Basically they have a stable of "For Dummies" authors then when they decide a books should be written they look to see who has the best credentials to write it. This is an excerpt from their site.

"It is Wiley's policy not to accept unsolicited proposals for books in the For Dummies series. You may send us a copy of your credentials for our files or contact a literary agent to submit a proposal on your behalf. If you choose to submit a proposal through an agent and do not already have one, we suggest that you consult a publication like Literary Market Place that offers contact information for literary agents. Please be aware that Wiley Publishing, Inc., retains the right to publish a book, at any time, on any topic."

Which basically means if your agent suggests a good idea -- they might do it anyway without you ;-)

Once I talk to Tee Morris I'll learn a bit more about their royalty structure. My guess is it will be less generous then industry standard because they are putting the lion's share of their money into promoting the brand and I'm sure the supply of authors wishing to be "For Dummies" authors is higher than the demand. This is only speculation on my part -- call it an "educated guess".

Being in the "For Dummies" stable would certainly be a feather in the cap of any non-fiction writer. While you "could" use that in your title - I would not suggest it. I did a search on Amazon and didn't find a single book with "For Dummies" that wasn't part of the Wiley offerings. I'm 100% sure that Wiley is very protective of this brand and anything close may be challenged.


Carol Susan Roth said...

"for Dummies" is a registered brand so it cannot be used by any one other than the publisher. John Wiley.

I have represented authors for more than thirty Dummies books. Some have contacted me and some I have discovered. Several of our titles have sold 200K+.

John Wiley is a great company to work with and i invite your queries if you have the expertise and writing ability to do a Dummies book.

Robin Sullivan said...

Carol help fill me in here - I agree with you the "for Dummies brand" is indeed a copyright owned by Wiley but they cannot copyright the words "for Dummies".

I'm not a lawyer but I was in marketing for 10+ years - To my knowledge you can't generally copyright a word (or two in this case) you can copyright a tagline but if it is just a few words the copyright office will not grand the copyright because it is to

In most cases it is a combination of the words and their look that is copy written (i.e. the font, colors etc)

Am I wrong?

Gorobei said...

Dear Robin,

Greetings! I'm not a lawyer either, but I think in this case anyone would be smart to steer well clear of anything in their title that says "for dummies" for any type of instructional or informational book, as you suggest. "For dummies" is so closely associated with the registered brand that any instructional book with those words could be suspected of trying to cash in on the "for dummies" cachet. While the words "for dummies" cannot be copyrighted, who knows how the courts would interpret a challenge, and why even come anywhere close to asking for a lawsuit? If you wrote a novel, however, and called it, "For Dummies," you could probably get away with it. There would be a clear distinction of intent.

In any case, I had no real practical interest in the information you presented in this article, but regardless I found your writing clear and engaging, so I just kept reading! Thanks for a well researched and well thought out article! --Gorobei

Author: Michael Sullivan said...

In a sense, you are both correct. Book titles cannot be trademarked or copyrighted unless they can be proven to hold "secondary meaning." That's is a value beyond the mere name of a written work.

This applies only to "single titles." If you are speaking of a series of books (as in fact you are,) the requirement of proving secondary meaning is not required, as the "trademark" of a series is automatically assumed to be used to indicating that the source of all books using that title are coming from the same source. Infringing on this violates the Unfair Competition Law, which is designed to insure consumers know who's product they are purchasing.In this case, it is not even necessary for "Dummies" to have been registered, the mere fact that is it the identifier of a book series makes it a trademark and therefore, it is protected.

So while Robin is correct in that usually book titles are not trademark-able, series books are.

Michael J. Sullivan

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