The Power of the Ezine
The Power of the Ezine
By Michelle Hoffmann
(It’s time to bring the Ezine back!)
Ezines were once highly sought out and effective means of promoting your online business. As with real world magazines and newspapers, they are looked at as ways to get information about anything and everything you can think of. The advertising that it contains is just a side gig to help offset publication costs. The main meat of the operation is to bring the readers what they are looking for.
However, it seems that there is a little confusion amongst the masses as to what, exactly, an ezine is. For example… being the publisher of an ezine myself, many times I will receive a phone call or an email asking if someone can “run an ezine” in my ezine. (Sounds Kinda silly, doesn’t it?) They are under the mistaken impression that an ezine is simply a promotional email sent out to a list… akin to a safelist. This is one myth that I would like to dispel!
So, what exactly is an ezine?
An ezine is (simply put) an online magazine intended to bring information to it’s subscribers. When you subscribe to an ezine, it’s the same as when you subscribe to “Life”, “People”, or “Sports Illustrated”… except an ezine is online. IE… (E)lectronic Maga(Zine).
Yes, these magazines also have online editions, and while the editors of these magazines may not call them ‘Ezines’… they are.
Another point to remember is that, just like when you run an ad in a magazine or newspaper, the ad does not go out to the subscribers immediately. You will have a waiting period. Some ezines (mine included) do run daily solo ads… but these still have to be scheduled and, unlike safelists, cannot send out hundreds per day.
The mailer that many ezines use can only handle maybe 3 – 5 mailings per day depending on the size of the ezine.
The next time you purchase advertising from an ezine, do not get all uppity with the publisher about your ad not running the same day or a day or two later. We do have schedules to keep. There are other ads ahead of yours in the queue… remember the real world magazine or newspaper? They cannot send out scores of ads to all of their subscribers each day… they would go broke just paying the postage! If they do send out separate mailings, they have a schedule. They stick to this schedule. One ad is no more important than the others, they are sent in the order they are received.
Please… let this be a reminder to all advertisers…
Ezines are NOT safelists, do not expect the same immediate sending services. We (publishers) strive to bring you the best service possible, but this does not mean that we will give anyone preferential treatment or lower ourselves to the level of other services. And… to publishers… do not let some pushy advertiser cause you to lower your standards.
So, I hope this has helped to clarify what an ezine is… remember – NOT A SAFELIST! Do not expect the same service as you get from a safelist! We ARE better than them! You will find that you will get more personal attention from an ezine owner, you will get better results from an ezine… any referrals you get when you advertise in an ezine are more likely to stay in your organization… people are more apt to open ezine mailings… the list goes on and on…
Now that I’ve gotten that cleared up, let me say that, in the 19 years that I’ve be publishing The 24KaratMarketer Ezine, one thing has stood out – the POWER OF THE EZINE. I think it’s time that we bring the ezine back to life… use it for what it was intended for – information – and not just another way to advertise.
It’s time to bring the Ezine BACK!
Michelle Hoffmann is the owner, editor and publisher of The 24KaratMarketer Ezine – http://free24karatmarketer.com, an online publication that is dedicated to helping marketers, new and experienced, succeed in their online businesses. She is also a mother, chandler, writer, photographer, website designer, IT business owner, Criminal Justice major and Homeland Security & Emergency Management major. Yes, she does it all!