Category: Paid Placement
Summary & Overview
An online magazine (i.e. “Ezine”) shares some features with a blog and also with online newspapers, but can usually be distinguished by its approach to editorial control. Magazines typically have editors or editorial boards who review submissions and perform a quality control function to ensure that all material meets the expectations of the publishers (those investing time or money in its production) and the readership.
Online magazines that are part of the World Wide Web, that is, all or part of a web site, are also called webzines. Ezine (also spelled e-zine and usually pronounced /izin/) is a more generic term commonly applied to small magazines and newsletters distributed by any electronic method, for example, by electronic mail (e-mail/email). Some social groups may use the terms cyberzine and hyperzine when referring to electronically distributed resources. Similarly, some online magazines may refer to themselves as “electronic magazines” to reflect their readership demographics, and more importantly to capture alternative terms and spellings in online searches.
Many large print-publishers now provide digital reproduction of their print magazine titles through various online services for a fee. These service providers also refer to their collections of these digital format products as online magazines, and sometimes as digital magazines.
Online magazines representing matters of interest to specialists in or societies for academic subjects, science, trade or industry are typically referred to as online journals.
Many general interest online magazines provide free access to all aspects of their online content although some publishers have opted to require a subscription fee to access premium online article and/or multi-media content. Online magazines generate revenue based on targeted search ads to web-site visitors, banner ads (online display advertising), and affiliations to retail web sites, classified advertisements, product-purchase capabilities, advertiser directory links, or alternative informational/commercial purpose.
The original online magazines, ezines and disk magazines, due to their low cost and initial non-mainstream targets, may be seen as a disruptive technology to traditional publishing houses. The high cost of print publication and large web readership has encouraged these publishers to embrace the World Wide Web as a marketing and content delivery system and another medium for delivering their advertiser's messages.
In the late 1990s ezine publishers began adapting to the interactive qualities of the Internet instead of duplicating magazines on the web. Publishers of traditional print titles and entrepreneurs with an eye to a potential readership in the millions started publishing online titles.
www.Salon.com founded in July 1995 by David Talbot was launched with considerable media exposure and today reports 5.8 million monthly unique visitors.
In the 2000s, some webzines began appearing in a printed format to complement their online versions. These included Movie Insider, Slate, Synthesis and Lucre magazines.
Setup Time
Less than 5 Hours.
Ongoing Maintenance
Once you have identified the Ezine and ad copy that consistently pulls good leads for you Ezine Marketing is a strategy you can set up and run for months at a time without any ongoing maintenance.
Cost
Varies by Ezine.
Speed of Results
Moderate.
Basic Use
An Ezine is an online newsletter or magazine usually focused on a clearly defined topic ranging from gardening tools to online marketing. The Ezine is emailed to a list of subscribers who have requested more information from the author(s) on this topic.
The author/owner of an Ezine offers advertisers the opportunity to “rent” their subscriber list for a specific advertisement. Ezine Marketing is one of the favorite marketing strategies used by many top producers. Ezine Marketing allows you to “piggy back” off the credibility of the Ezine’s author/owner.
Ezine advertisements can be just as targeted as pay-per-click advertising, if not more. For example: the author/owner of a business opportunity Ezine could send an advertisement on your behalf to the Ezine’s opt-in email distribution list. Because that list of subscribers has already indicated they are interested in business opportunities you are assured your ad is being delivered to an audience who has expressed an interest in what you are selling.
Basic Action Steps
We suggest using a Google Document or Excel spreadsheet to keep track of your Ezine research.
- Research Ezines
Step One: Google search for Ezines related to your industry of choice by searching for ”(your industry) ezine”.
For example:
• “internet marketing ezine”
• “online marketing ezine”
• “affiliate marketing ezine”
• “home business ezine”
• “networking marketing ezine”
Step Two: Repeat the same Google search using the same search terms but substituting “newsletter” for ezine”.
For example:
• “internet marketing newsletter”
• “online marketing newsletter”
• “affiliate marketing newsletter”
• “home business newsletter”
• “networking marketing newsletter”
Step Three: Google search for “Free Ezine Directories”. You may also want to consider a paid Ezine directory such as www.DirectoryofEzines.com in order to expedite your search efforts.
- Review Each Ezine
Step One: More subscribers do not necessarily indicate a better quality Ezine. Often times it can actually mean the opposite. Be sure to verify the quality of an Ezine before placing an ad with them. Subscribe to the Ezine and see how many emails you get per week and consider, objectively, how valuable the content is that’s being distributed.
Step Two: Verify with the author/owner how many times per week the Ezine list is emailed and ask them about their content to advertisement ratio. Some Ezine owners simply have Ezines to build an email distribution list in order to sell solo ads. This type of Ezine is generally ineffective because the readers are constantly bombarded by advertisements and offers. You want to advertise with an Ezine that delivers solid content more often than it advertises to its subscribers.
Step Three: Ask the Ezine owner for references from other advertisers. If their Ezine has been effective for other advertisers they’ll usually be happy to give you some names to contact.
- Select Your Ad Type
Ezines typically offer four types of advertisements: solo ads, sponsor ads, classified ads, and joint ventures. Taking in to account your marketing budget and the Ezine’s price structure you should always choose an ad type that will allow you to test first without spending your entire budget.
- Solo Ad: Normally a full page ad that tells your story, gives the reader valuable information, and provides a specific call to action.
- Sponsor Ad: Shorter, 1-2 paragraph, benefit-driven advertisement.
- Classified Ad: Traditional 3 line classified advertisement. Should be benefit driven.
- Joint Venture: Instead of paying for the ad, you split a percentage of the profits with the Ezine author/owner.
- Create Your Ad
Solo Ad Writing Tips:
• Include Benefits, benefits, and more benefits
• Use a strong, attention-grabbing headline
• Sell the click, not the whole deal. Remember, your only goal is to get people to take the next action, which is to click on your ad. You don't need to give them the whole story about your business, just sell the click.
• Put yourself in the subscriber's shoes. Empathize with them. Be their friend. Let them know you care. And if you don't care … you're in the wrong business.
• Use personal stories. Remember “Facts Tell. Stories Sell!”
• Don’t be too formal! Think about the subscriber as if you were sitting together in a coffee shop having a casual conversation. Write your ad as such with that same casual, conversational tone.
• Use the core emotions of joy and pain. Avoiding pain is a VERY strong motivator for people.
• Don't appear perfect. Perfect is boring. Be truthful and unafraid to share your flaws.
- Place Your Ad
Step One: It’s best to negotiate directly with the Ezine author/owner in a telephone conversation if possible.
Step Two: Never spend your entire advertising budget on one single ad Test out some smaller ones first (10,000-20,000 subscribers) and then, once you have a feel for which Ezines and ads work for you secure a long-term placement with the Ezine owner.
Step Three: Confirm the placement of your ad and delivery date with the Ezine owner.
Step Four: Double (and triple) check your ad copy and tracking URL before submitting it to the Ezine.
Step Five: Analyze the effectiveness of the campaign by calculating your cost per lead.
Step Six:If the ad converts well consider negotiating a long-term placement with the Ezine owner. But remember; always test your ad before committing to a long-term contract.
Basic Tips & Tricks
• Once you find an Ezine that gives you great results you can schedule many solo ads ahead of time. It's a great way to plan your advertising out 2 to 3 months at a time.
• Set up a separate email account for list subscriptions.
• Use a Google document or spreadsheet to keep track of your Ezine research and build a database you can refer to later.
Disclaimer: Michael Wyrosdick is committed to providing you with the highest quality tools and resources to support your business. You should, however, conduct your own due diligence before purchasing any products or outsourcing any projects as Michael Wyrosdick cannot guarantee the services or products as provided by third party vendors.
Related Marketing Strategies
• Newspapers
• Free Classifieds
Questions, Comments, Feedback & Suggestions
For questions about Ezines, please send an email to resources@michaelwyrosdick.com with “Ezines” in your subject line.
