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How To Properly Use Ezine Advertising - Part Three

By Joe Bingham
Posted Saturday, January 15, 2005

ANALYZING EZINES

After having selected ezines to advertise your program in based on how the content of the ezines relate to what you wish to advertise, there is still another process to choosing the best ezines for your marketing dollars.

Analyzing the ezines is a rather subjective process, however. There are no hard and fast rules to follow that give you a clear indication of whether or not an ezine is worth the cost. However, there is an information gathering process that can help you to make better decisions.

AD FORMATTING

One important aspect is how ads are handled in the ezine itself. Where are the ads located in the ezine? Are they made visible by being placed directly between or at the start of the articles, or are they pushed all to the end of the ezine or published separately in an ad sheet?

How many ads are run in each issue? Are the headlines of the ads offset to attract attention, are the ads separated in some way from each other, or does the entire ad section look like one big chunk of text?

Naturally, anything the ezine publisher does to give visibility to the ads is a plus for you as an advertiser.

SUBSCRIBERS: Who Are They and Where Did They Come From?

Don't be afraid to contact the editor, publisher, or advertising agent of an ezine and ask them some questions. Find out not only how many subscribers they have, but get their opinion of what type of markets their subscribers are interested in, AND how they get their subscribers.

Some marketing practices, such as automatically subscribing people that post to an FFA or ad site, may pull a lot of subscribers for an ezine, but result in very little readers. Ads for subs programs also have mixed results. Some stick around and read the ezine, but many don't. The best subscribers are those that are completely volunteer opt in readers.

However, many ezines use multiple means of gaining subscribers and while some use not so great methods, they may also clean their lists of non-responsive subscribers regularly. That's why it is best to ask and make a judgment based on the answer you receive. This may take some practice and trial and error, but at least if you have the information you are giving yourself something to learn from. So, ask where, how, and what type of subscribers the ezine has. Ask how effectively they retain subscribers as well. That is a good indication of many subscribers are reading the ezine and viewing it as worthwhile.

FREE vs. PAID ADVERTISING

There are many ezines that do offer free ads to their subscribers. Some of these are worthwhile others are not. It really comes down to reader involvement. If people are still reading the ezine and not just subscribed to put their ad in every week, it may be worth your time. If the ezine has passed all of you're other criteria up to this point, it has to be worth a shot. At least this costs you nothing but your time.

Paid advertising at this point where you have studied, selected, and analyzed many ezines and come up with a short list is definitely going to be worth the cost.

Let's just review what you have gone through in selecting the ezines to advertise in.

1. Targeted Content that matches the product, service, or opportunity you are advertising. 2. Acceptable Potential Market based on the content of the ezine and what the ezine's editor says about his or her subscriber's interests. 3. Acceptable Ad Formatting and Placement in the Ezine. 4. Acceptable Subscriber Base as described by the way the ezine gets it's subscribers and keeps them.

Now comes the kicker, ad cost. What's a good price, and what isn't?

Well, it just depends. That's not what you wanted to hear, I know. You'd rather I provided a simple rule to go by that made all of your decisions for you. Sorry, but I don't believe that is possible. It is a big subject, however, so we'd best save it for the final installment in this series.

About the Author
Joe Bingham, Editor of the NetPlay Newsletters Subscribe to 1 of 3 Quality NetPlay Ezines, See which one fits you at: (http://www.netplaynewsletters.com) Need To Publish Your Own Ezine? I'll Write It For You and Show You How to Make It Successful! (http://www.netplaynewsletters.com/publisher.html)