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[epub] Re: Is this why ezine advertising will die out?
Charlie, your post reminds me again why I spend time to follow discussion lists like this one. Where else can a participant get such valuable ezine marketing advice in just one message, easy to read within minutes - and at NO COST?!
Thanks a lot for sharing some fantastic insight and advice.
There are a few points I'd like to discuss in greater depth. Not to argue with your views, but rather to learn from your experience, Charlie.
2. Comparing your clicks against another publication's clicks is not an accurate comparison.
Incidentally, I'd like to mention Merle of Ezine Ad Auction, who of her own initiative, ran a repeat solo ad because I mentioned (purely for feedback purposes) that the first one didn't do as well as I expected. What she did is over and above what was required - but as a result, I'll definitely be going back to the Ezine AdAuction site to place ads in the future - and tell other folks about the professional and nice person behind the service. The link is http://www.EzineAdAuction.com - thanks, Merle :)
to say, you have been developing a relationship with them and practicing what you preach in Ezine Anti-Marketing. Can you say with certainty that these publishers have been doing the same?
It's possible - though not easy :)
No. We are best off doing both.
It took a few calm words from a wise man to reveal the wisdom of having BOTH blogs and ezines (and no, the wise man wasn't me - or should it be "I"? <g>)
Marketing is never "either or or", but rather "and".
thousand as any other advertising venue. Paying a search engine 50 cents per click is the same as paying them $500 per thousand. Now that's a high CPM compared to ezines.
I know of no reasonable ezine publisher that will guarantee a 1% response rate. Nor should they.
Second, you know full well that the quality of the ad is a big factor in response. Should a publisher have to explain why a poorly written ad will pull less? Should publishers be saddled with having to teach advertising basics to advertisers?
I agree absolutely with your points.
In my learning phase, which has extended over several years, I have done most of what you mention above, Charlie. Though I'll agree no ezine owner *should* have to do this. It's up to the advertiser to get the basics right. However, it is in the epublishers best interests also to participate in the process. I have turned down ads from marketers which I felt were either poorly constructed or about topics unrelated to my reader's interests - and advertisers respected me for doing it.
So have my readers!
Perhaps this is where the problem lies. If you are out of practice buying ads, and have become dependant on the *type* of response an endorsed ad brings, the problem may have been in your expectations and your execution.
As an advertiser, you could have asked the publishers involved to provide an endorsement. I teach all DOE members to do that
Silly me hasn't been paying attention ;)
I've not exploited the full value of being a member of your fantastic Directory of Ezines, and have paid the price! And learned my lesson.
For those who aren't aware of the DOE, it is one of the best ezine publishing and marketing resources, ranked in my book at the same level of educational and time saving value as this discussion list.
And I hold Charlie in as high esteem as Janet Roberts, who moderates this discussion group. Thanks to both of you for everything I've learned this year, and in years past!
Ezine advertising is alive and quite well. I buy ads every week from publishers in the Directory and those ads are profitable over 92% of the time.
you are comparing apples and oranges here, and your skills as an advertiser may be just a little rusty.
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