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2) THERE IS MUCH LESS LEAD TIME.
When you place an ad with your favorite
ezine you can expect to see it in circulation within a couple of
weeks, sometimes even faster than that. With traditional forms of
print advertising you will normally have to wait up to 90 or even
120 days to see your advertising in print. Advantage: Ezines!
3) EZINES ARE MORE TARGETTED BECAUSE
THEY CAN AFFORD TO BE.
The average ezine is much more targetted
than a traditional magazine. Why? Because they can afford to be.
Ezines can survive in niche markets where traditional magazines
can not. A national magazine can not make enough to cover overhead
unless their circulation is huge. For this reason they must keep
topics more general in nature. A print magazine may focus on "small
business" while an ezine can effectively survive catering to a smaller
niche within that segment. For instance, an ezine might just concentrate
on "ways to promote your small business on the internet." By concentrating
on smaller niches the ezine is giving its advertisers a tremendous
opportunity to target their message to people who want to receive
it. Advantage: Ezines!
4) EZINES WILL PROVIDE YOU WITH A WORLDWIDE
FORUM FOR YOUR PRODUCTS AND SERVICES.
In this global economy ezines are one
of the very few ways to truly reach people all over the world. I
live in the USA. I actually publish my own print magazine, "Revolution,"
so I can tell you without a doubt that my hands are tied as a print
publisher trying to reach the masses world wide, there is just no
way for me to do it and remain cost effective. I must mail all of
my issues by bulk mail (USA Only). But, on the other hand, my ezine
reaches all over the world because it doesn't cost me anything more
to do that! So if your products or services are available globally
you really need to be advertising in ezines. Even in my own USA
based ezine, 30% of my subscribers are from outside the USA. This
gives you a true international reach without huge costs. Advantage:
Ezines!
5) YOU WILL GET RESULTS WITH EZINES
BECAUSE THE AVERAGE PERSON WANTS THE INFORMATION NOW!!
In the age of instant gratification
your prospect wants their information right now. With traditional
marketing they would call a voice mail number or mail a coupon and
wait days or weeks for their information. With a good ezine advertisement
that information is just a click away. They can click on your URL,
email address or autoresponder and get their information within
moments. (Note: Even if you include your internet info in a print
ad you will lose effectiveness. Why? Because people can't click
on your magazine ad--right now!) That's what people want. They want
it now! Advantage: Ezines!
6) THERE IS ALMOST ALWAYS LESS COMPETITION
WHICH LEADS TO MORE RESULTS.
I recently did an informal comparison
between two good publications. The first was a print magazine going
to 25,000 people. The second was an ezine going to 25,000 people.
The print magazine had 212 ads and the ezine had 12. Where would
you rather advertise? The print magazine has to get 17 times as
many overall responses for their advertisers just to keep them happy.
Would you rather compete with 211 other advertisers or 11 other
advertisers? And, again, let's not forget that the ezine ad cost
was about 1/10th the cost of the ads in the print magazine. Advantage:
Ezines!
7) IT IS EASIER FOR SMALL COMPANIES
TO COMPETE IN THE EZINES.
Ezines offer a "level playing field"
for advertisers. In a print magazine you will see full color glossy
ads that were produced for tens of thousands of dollars, and your
little 20 word classified ad can not compete with that! But in the
ezines every advertiser works within the same set of rules, so the
odds of your success are much greater. The best ad writers make
the most money in the ezines, regardless of ad production costs.
Advantage: Ezines!
The seven things I have talked about
give you undeniable proof that ezine advertising is worth pursuing.
In all fairness I should mention that print magazines definitely
have their place too, but that is a topic for another column. If
you are looking for a cheap, cost effective alternative to print
advertising... What are you waiting for? Advertise in your favorite
ezine today. Your results might very well surprise you.
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