Re: Ezine advertising

From: Kat Chen <callme_at_junglemate.com>
Date: Tue 18 Nov 2003 18:07:03 -0600

Michael S. DeVries wrote:

>>>Is there some resource somewhere where you can find the ad rates /
costs for each of a number of, hopefully categorized / targetted,
ezines?

I think you can find lots of ezines and newsletters if you search for
"ezine directories". http://www.ezinelisting.com/ seems like a good
categorised resource.


>>>Do you all still use a term like "CPM" for Cost per Thousand for
ezine ad
rates? and/or what other terms / measures should we know / be looking
at?

This term "CPM" is still widely used.

A good ezine should have some demographics. Example, a gay dating ezine
or newsletter is able to tell you "Our ezine is read by 30% american
males, 40% asian males, and 30% females."

An "entertainment" ezine may have several different departments, eg.
classical instrument concerts, theatre comedies, jazz concerts, etc. So
if your target audience are people who likes jazz concert (for example),
and if the ezine's mailing list to that group of people is say, less
than a thousand, then you shouldn't be paying "nowadays" ezine rate like
those of BIG ezines.

If big (and popular) ezines are charging something like US$2,000 for a
circulation of say, 600,000 untargetted people, then you shouldn't be
paying more than US$1,300 for an ezine ad to TARGETTED audience of some
300,000 people. (There are people who'd just ezine advertise in a
humour ezine that has no relation to their product or service although
others might feel it pointless to ezine advertise without targetting
your audience.)

Assuming you go for targetted ezine advertising...If you advertise in an
ezine that has a circulation of 500, you can't expect to have the same
type of results had you advertised in an ezine with 5,000 subscribers.

There are no general guidelines on what ezines should charge you. Some
charge by the word, line or a flat rate. Prices can vary anywhere from
$1 to $50 for one issue. The best method to determine which ezine will
give you the best results for your dollar is dividing the total amount
of the ad by the ezine's circulation. For example, "Cool Cash Ezine"
charges a flat $5 rate for your 7 line, 64 character ad. With a
circulation of about 1,750, this works out to 1,750 / $5 = 350
subscribers per dollar. So every dollar you spend, you are
reaching 350 people. If "XYZ Ezine" charges a flat rate of $20 for your
ad and has 5,000 subscribers, this works out to 5,000 / $20 = 250. As
you are only reaching 250 people for every dollar you spend ,
advertising in Cool Cash Ezine is obviously a better deal.

Also, take into consideration about the content of an ezine. Does it
really have content that attracts the number of subscribers the
ezine-owner says it has? Does the ezine's site forum shows a high
number of registered forum users? These are some indications that tells
you about the interactivity between the ezine owner and his/her
subscribers. The more responsive his subscribers are to his ezine, the
more responsive they will be when they read your ad ezine.

Sometimes ezine advertising on a weekend pulls in more responses and
sometimes not. Or see if a slight change to your ad copy brings in
better results. Testing should be done with a single change at a time
so you know what is affecting changes in response rates.

Last but not least, I'd be wary of ezine owners who "buy" subscriber
addresses from a "Email-Lists sellers". You don't want to spam.

Best Wishes
Chen
http://www.DeePassion.com





Received on Tue Nov 18 2003 - 18:07:03 CST