ARE WE DEVALUING A GREAT RESOURCE?
The Musings of a Concerned Publisher
by Theresa Cahill
All Rights Reserved
Copyright 2002


When I started earlier today to write this article, it
ended up three pages long while I tried to "tip toe
around" what really just needed to be said.

After rereading it for the millionth time, still concerned
that 1) I wasn't saying what needed saying, and 2) had
I "offended" anyone? I trashed it all and started over.

Right up front, my intention is not to offend anyone, 
ever, but there's something going on in the ezine and 
solo advertising world that is - well - alarming.

And it's not just my reaction... many advertisers
and publishers are expressing these very same
sentiments to me.

While competition is healthy, never for a minute 
would I even doubt that, undercutting to the point of
devaluing a service or product is downright
dangerous. Dangerous for the publisher, dangerous
for the co-op, and most certainly dangerous for
the advertiser.

Why? Why aren't rock-bottom prices best?

Ezine and solo advertising is a valuable commodity.
It is the one thing that just about anyone wanting
to market online can still afford to do.

So, what happens if the cost of ezine and solo
advertising becomes so rock-bottom that it 
devalues the service - makes it worthless?

At first, truly low, low, low prices may seem like
such a great idea! People scramble to order, the 
skies the limit! Life is good!

Then, reality hits home because sooner or later
these same orders must "hit the airwaves," or, 
in this case inboxes, all over the world.

First one arrives, then two, then three, then 10, 
then 20, then 100 - all in one day?!?

Yikes!

The typical reaction has got to be, "Hey enough is 
enough will ya!" and delete keys go crazy if only
in self defense.

I truly enjoy helping people. I've even talked some
potential advertisers out of advertising on occasion
if they just weren't ready. It's important that when
someone is ready, they receive a quality product
or service in return.

I think, for what it's worth, that we as publishers
need to sit back and think for a moment, get our
priorities straight.

Our #1 priority is to our subscribers. We need to
ensure we are offering subscribers and advertisers
quality publications and worthwhile avenues to 
advertise in via our own sales links and co-ops.

We have a responsibility not to become the spam 
we all despise so much.

We need to take a hard look at what's good for
our growing businesses and what's not. Stick
with the services and ideas that serve us well,
and treat us right, and out with the old.

As advertisers, we need to determine if cheap
means good. If you aren't subscribing and
choosing cheap, think again. Regardless, if you 
aren't subscribing - do. To effectively use any
resource, we need to participate with that 
resource. The opportunity for additional,
free advertising and building our own name
branding by providing input and feedback
is just plain crazy to pass up!

The world of ezines and ezine advertising holds
huge potential for advertisers and publishers
alike. Ezines are needed and necessary.

Let's just make sure that in 2003, and beyond, they
still mean something.

All the very best to you and yours!

=====================================
About the Author:
Theresa Cahill is working on her second decade in marketing
and would love to share her free, brandable ebook with you.
Download it, read it, refer back to it, and share it with a
friend! http://www.mywizardads.com/takeone.html