If you have a product or service that is universal in appeal,
try some of the ezines that may not be exactly your targeted
market. This contradicts my first paragraph above, but also
remember, subscribers do have a personal life and may just
find your ad of interest. Be careful here...notice I used the
word "universal" appeal here. Also, make sure you use an
ad that you know pulls the responses for your related product or service.
For instance, if you are marketing a cat or dog food, just
remember that the subscribers of many of the ezines have
a Fluffy or Fido and would be interested in your product.
These people are already subscribed to a number of ezines
pertaining to their business needs and don't want to bother
subscribing to pet ezines...they are getting too many ezines
now! Your ad in an "off beat" ezine would catch their eye
and Fluffy or Fido may get some new healthy, natural food!
Advertisers should look at the content of the ezines that they
have chosen to advertise in. Subscribers may be turned off
seeing the same article in multiple ezines and won't bother
reading the rest of the ezine...the part with the classified
ads...your ad. Also consider the number of ads that are in the newsletter. If
there are a considerable number of ads, it's possible your ad
may be lost in that sea of classified ads...your advertising
dollars may just have been wasted.
Next, you need to consider the circulation of the ezines you
have chosen. Don't expect the same results from an ezine
with thousands of subscribers to an ezine that has a circulation
of a few hundred. Its hard to know what kind of response you will get from your
ezine advertising as there are other factors to consider such
as a poorly written ad or ineffective headlines.
As far as circulation numbers, you just have to trust that the
publishers are stating their true numbers. As of yet, there is no
"policing" of ezines. Next, consider the cost of the ad. With each
ezine having their own ad rates and really no set standard, you
have to do a little math yourself to compare the various ad rates
in the ezines you are considering to advertise in. An ezine with
a circulation of 500 with an ad rate of $5, works out to 100 subscribers
for each dollar spent or $.01 each. However, an ezine with 5,000
subscribers charging $25.00 works out to 200 subscribers for each
dollar spent or $.005 each.
