December 07, 2005Volume 4 Number 49 Issue 84
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Advertising in Ezines

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Advertising in Ezines

We discussed earlier the advantages of having advertising space in your ezine. In this article we will discuss advertising in other companies’ ezines and how it can be as equally beneficial.

By advertising in other ezines, you can reach an audience which is highly targeted and cost effective. Moreover, you can never be accused of spamming as all the recipients have subscribed to the ezine. There are so many ezines out there covering so many different topics that it's easy to find highly targeted ones to advertise in. So if you've matched the ezine to the product you're selling, you've reached your target audience to a tee.

Almost all ezines are archived, thousands of people read these archives, and your ad will be seen by these people at no extra cost. This can bring in exposure and extra sales on a long term basis. Besides, ezine publishers may have already developed a trust between themselves and their readers. Just by placing your ad in the ezine, it's more likely to be read because it appears in a publication they like and trust.

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Buying Ads in Other Ezines

Just as you can sell advertising, you can also buy advertising in ezines. You can use those ads to promote your business or to invite people who read ezines to read your own.

Ezine advertising is not only effective, but also can be cheap as well. A five line ad in a ezine that goes to 3,000 people should cost you between $5 and $25 per issue. If you achieve a 2% click through rate (not too uncommon), you could expect 60 visitors per ad, at a cost of between $.083 and $.417 per visitor. I would expect about 50% of these visitors to sign up for your ezine, if you targeted the correct demographic, making your cost of acquisition between $.166 and $.824 per subscriber. Since a new subscribe can be worth up to $1.00 per month to your ezine, the cost should be recovered in the first month or two. With so little risk involved, an ezine ad is definitely worth it.

As a comparison, if you buy Google Adwords, you pay per click based on the keywords you choose. If you chose “business ideas” and offered $.20 per click, you would get 390 visitors in one month at a cost about $.18 per visitor (that was the cost when I checked it out, but that could certainly change). If got 25% of these visitors to sign up for your ezine - not too likely, but possible - because your ad was targeted to exactly the correct demographic, making your cost of acquisition about $.64 per subscriber. (Some marketers have claimed that only 2% of visitors from pay per click are actually taking the desired action when they do reach the site.) Your experience will likely fall somewhere between these extremes.

The newsletter would probably bring in a higher quality lead, and as long as the cost in this instance was kept below $15 per insertion, it would be more cost effective than Google Adwords, but would return far fewer visitors.

The value and number of clicks will change from situation to situation. Before you embark on any campaign, you should do several small buys of each possible ad, and then do a careful return on investment calculation, similar to the above scenario.

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Again, you must pick your partners carefully. There’s no point in just picking the ezine with the cheapest rates; you want to make sure you choose an outlet that appeals to the buyers that you want. You also need to think about where your ad is going to be placed. In general, the higher the position the better. And the more the merrier too. Don't expect a huge response from a single ad. It’s always best to think of advertising in terms of a campaign. You'll get a better deal — and better results — if you reserve an advertising slot for four or five issues than if you buy it one insertion at a time.

That’s it for this week. I hope you found this article useful. Until next time…take care of yourself.

P.S. Here is a free eBook that I hope you will find useful. Unfortunately, it will only open in windows.

warmly,

MrIdea
Jim Green

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