How Much Is Too Little?
by Theresa Cahill
All Rights Reserved
Copyright 2003


As a publisher and ezine co-op owner, I've been studying 
ezines and co-ops for some time now, and I've arrived at
the following conclusion:

How much IS too little?

This morning a well-known internet marketer's ezine
was brought to my attention. The ezine is a small one-page
affair with an excellent marketing tip. Attractively 
arranged online, he has strategically placed top, middle, 
and bottom sponsor ads. His mailing goes out to 150,000+
subscribers who are emailed every other week.

Out of curiousity, I clicked through to his advertising
rates, and here's what I found:

Top Sponsor ad: 
Total Price: $675.00

Middle Sponsor ad: 
Total Price: $675.00

Directly above the weekly feature article: 
Total Price: $360.00

Bottom Sponsor ad: 
Total Price: $360.00

There is no option for a solo ad.

Now you might be saying, "Wow! There's no way in the
world I can afford that!" or "Yikes! How could I even dream
of charging that much?!"

The answer is quality content and a heavy dose of personal
name branding.

This marketer's ezine is looked for in inboxes. People wait 
to hear his next bit of advice, the next tip, trick, idea, 
resource, or product. He tells his readers what works,
they try it for themselves and agree, and they look forward
to his next publication, eager to stay ahead of the pack.

So imagine placing an ad in an ezine that well read, that
sought after...

Who wouldn't want to advertise inside such a publication
if they can afford to?

Okay, now let's bring this a bit closer to home for the
majority of us with more limited funds.

First off, many growing ezines accept free ads and paid ads
from outside sources. It's a good marketing practice in
order to grow one's list to the size of this example or head
quickly in that direction before it's no longer necessary.

We "handle" this additional advertising in various fashions,
some by designated areas inside the ezine and others send
out additional classified mailings.

So, what IS a fair market value for an average-sized ezine?

Using the only algebraic formula I walked away with from 
high school, and the prices in the above example, an ezine
with a subscriber base of 5,000 subscribers could easily 
charge:

$22.50 for a top sponsor ad
$22.50 for a middle sponsor ad
$12.00 for an ad above their featured article
$12.00 for the bottom sponsor ad.

The key to being able to set these prices? 
An ezine's originality, heart, and quality content!

A looked-for ezine is a valuable ezine - for it's readers
and advertisers alike. The entrepreneur above knows
that well enough! And so do his advertisers...

And the solo ad?

Though the gentleman above declines solos, this form
of advertising is wide spread on the net. It has become
a mainstay for many publishers, and much sought after
by advertisers.

My personal advice?

An ezine's solo mailing needs to stand out from the rest 
to justify ANY cost. 

I'm a firm believer that the solo ad should be pricey 
because I also believe most of us are tired of reading 
the $5 wonder solo ads.

I believe an ezine and an ezine co-op should price
the solo ad high enough to make the average advertiser
stop and think can they really afford it, and, if so, 
to ask themselves, "Is this program or product really 
worth the extra expense?"

I believe it is our responsibility to do this.

Veteran publishers, subscribers, and advertisers
have been on the net long enough to have already
gone through the "school of hard knocks," or with
any luck at least be coming out the other side :)

We've spent money and time and resources on the 
fly by night programs that abound on the web.
We already know what it's like to be taken to the
cleaners...

I believe it is our responsibility to help those new 
to all these "sc^am in a box" offers avoid the errors
we've already made whenever possible.

As publishers, we need to provide what we set out
to provide - quality content, worthwhile information,
and help.

As subscribers, we need to provide feedback to our
ezines - also offering our wisdom and insight for
the benefit of others.

As advertisers, we need to figure out what's worth
advertising and what isn't - and turn a profit by
being selective.

By working together, we can all ensure the intrinsic
value of the ezine - now and for many years to come.

Let the FFAs have the rest...

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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.mwatracking.com/go/go.php/0047