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More Advertising & Traffic | Article #17 : E-ZINE ADVERTISING

E-zines are dead. Long live E-zines.

Okay, maybe that's an exaggeration, but e-zine advertising isn't what it was in the good old days of marketing when e-zines had massive lists of people who actually got their emails when they were sent.

And therein lies the problem.

But first, for those who don't know what an e-zine is, a brief description.

An e-zine is a newsletter, sort of. Most are sent to subscribers of a particular e-zine through email. Some e-zines are online web sites, though the majority are still basically email ads.

E-zines cover a variety of topics. Look up just about any niche on the Internet from Internet marketing to health to games and you'll see an e-zine for it. The content of the e-zines ranges from articles to ads to both. The publication frequency can be anywhere from once a month to every day. There are really no hard and fast rules.

E-zine ads, are ads that people like us usually pay for. The costs of these ads depend mostly on the membership of the e-zine. If you want to send a solo ad to an e-zine of 100,000 subscribers, expect to pay a nice little fee for the privilege. Conversely, an e-zine of 1000 subscribers won't cost you much at all.

Years ago, e-zines were great resources for advertising and making sales. Email deliverability was great, the word spam wasn't even known and all was good with the world.

But then something funny happened on the way to the forum, or the e-zine if you will.

Spammers started hitting the Internet hard. Emails from these spammers were being sent by the millions. People's in boxes were being overrun with junk and they were getting really angry, to say the least.

Enter the anti spam laws and the can spam act of 2003.

That's when everything changed. ISPs started putting spam filters on email accounts and decided for people what emails would be delivered and what emails would not be delivered. As a result, a lot of the e-zine ads did not get delivered. Subscribers stopped getting their emails and as a result, advertisers weren't making as many sales. The popularity of e-zines starting dropping like bricks.

Don't get me wrong. E-zines still exist and there are still many out there with large subscriber bases. But the problem is, as an advertiser, you don't know what the deliverability rate of these e-zines is. As a result, it's kind of a crap shoot as to whether or not you're going to get a good response.

For example. Just recently, I ran an ad to an e-zine of 2000 subscribers. I made 10 sales from that ad. Not too bad. But then shortly after that, I ran an ad to an e-zine of 4000 subscribers and only had about 400 clicks and no sales. So it's really hit and miss.

My suggestion is to start out with relatively small e-zines that won't cost you a lot of money. This way you can test the waters to see what kind of results you get. If you get through and your ad is targeted well to that group, you can make sales in a hurry.

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