Co-Op... eration
by Theresa Cahill
All Rights Reserved
Copyright 2003


An online advertiser has numerous options when it
comes to getting the word out about their particular
product or program or website, and the ezine co-op is
an excellent resource.

The purpose of the co-op is very simple. For the
advertiser, it is a one-stop spot to order advertising
inside various ezines without having to do the manual
labor for themselves. It's a time saver, a labor-saving
tool only, and the selection of ezines is outstanding.

For the publisher, the co-op exists as a great method
of advertising (or listing) their own ezine, it
enhances the link popularity many search engines look
for, and it's a great way to gain subscribers.

A publisher should join a co-op for two reasons:

1. To gain a subscriber in exchange for running a new
ad.

Most ezines offer a first free ad and/or various ways
to advertise for little or no money in their
publications, so this doesn't create a big conflict -
it's what a publisher is doing anyway.

The co-op assists by sending subscribers that have
come via their website in the publishers direction.
The publisher adds the new subscriber and runs the ad.
The cost of advertising for that new subscriber is
absorbed by the co-op, and the publisher benefits by
having to advertise less to grow. It's a simple,
win-win arrangement.

2. To be paid to perform a service over and above Item
#1.

While almost every co-op has some sort of affiliate
program available for anyone to join, the co-op/
publisher relationship should be such that the
publisher does not have to rely upon selling in order
to get paid for helping a co-op expand their services
beyond Item #1.

With the increased number of solo advertising going on
online, a publisher who agrees to get involved with
additional solo mailings must weigh the value of
taking on that additional service. They need to
understand that they've agreed to add to their
existing workload, and they've agreed to contact their
subscribers more frequently. Neither should be taken
lightly.

Every time a publisher does make contact with their
list, they do lose some people - through bounced email
or unsubscribes. How often a list is contacted is a
critical component in keeping that list alive and
well. Strain that resource, and a publisher and his or
her readers feel the consequences.

A publishers purpose over and above providing good,
useful information is to grow a list, a list that will
ultimately make that publisher money. They work hard
to establish a relationship of trust and confidence
with their subscribers, they work on their own
personal name branding. The publisher's hope is that by
providing a quality service and good information their
readers will follow their lead when good programs
surface online and join with them or buy from them. It
is a business, too.

But...

How many publishers finally give up and close down a
list of loyal subscribers because the workload of
maintaining that quality contact gets strained to the
point of breaking, and the income they hoped to
generate with their subscribers just isn't happening?

Many... and it's a shame - because even the subscriber
and advertiser can see that the publisher also has the
right to make money online.

A year or so ago, the sole purpose of a co-op was
ezine advertising - the regular "classified"
advertising listed in Item #1 above. Recently,
including our service at My Wizard Ads, co-ops are
adding additional ways for advertisers to get the word
out - solo advertising, guaranteed hits, meta tag
services, and more.

Yes these same additional services typically fall
under the "make a sale, earn a fee" affiliate program.
But the key difference a publisher should look at is
the "make a sale" to get paid, particularly when it
comes to solo ads - a primary source of income for the
publisher who puts great effort into selling their
own.

And, while it may not be a popular idea to express,
I keep asking myself, "Why would anyone run solos for
free?!?"

Back in October 2001 when My Wizard Ads opened it's
doors my primary goal was, and remains to this day, to
help publishers make money.

Why? Because I also publish and it's hard work! And
over the course of several years online I've met many
wonderful hardworking people who deserve to get paid
for their efforts.

So I figured I could make a difference - expand upon
the existing co-ops of the time, and put some cash
back into the pockets of those working with me by
paying them to help me grow.

And, if the cash wasn't readily available, I'd at
least help them grow their list by sending them
subscribers - because we all know "the money is in 
the list."

Sure, I've got the standard affiliate program (the
first I believe to include PayPal), but I also
understand the potential repercussions for a publisher
every time they run a solo ad. To help offset this,
I pay every publisher a fair market price, every time,
regardless of who sold it.

And, what's more, I believe every co-op can, and 
should, do the same.

The sheer numbers of a co-op make it easier to allow
advertisers less expensive methods of advertising.
But, to this day, I believe that the co-op should not
undermine the individual publisher.

As publishers we need to weigh the pros and cons and
choose to participate wisely.

Common sense and good business practices can, and do,
ensure that everyone has a fair shot at their online
dreams.

Remember...  Co-op...eration.

===================================== 
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 
Please drop by http://www.thewizworld.com and/or
http://www.mywizardads.com and say hi!