SELECTING TARGETED EZINES

In part one of this series, we discussed the two options available for

advertising in ezines. The first of those involved buying ads in bulk

with the goal of getting exposure to as many subscribers as possible

without regard to targeting the advertising.

The second option, which will be discussed here, involves a little more

work, but should bring back better results per subscriber view. This

option requires targeting your advertising in ezines that are more

specifically related to the product or business you are promoting.

The first step in targeting ezine advertising involves selecting the right

ezines.

Ezine directories are excellent places to start. A good ezine directory

will allow you to look through ezines by entering key words into a

search. By entering words that relate to your product or opportunity,

you then will be led to ezines that cover similar subjects. Since not all

ezines are listed in ezine directories, however, it's a good idea to

conduct a web site search as well and then look into the ezines

associated with web sites that are related to your product or business.

>From there, look closer into the ezines your search uncovers by

looking at a sample issue, if the ezine directory provides one, or by

visiting the web site of the ezine, or simply by subscribing.

Definitely subscribe to those ezines you think will be best suited for

your ad. Get to know the kind of content the ezines usually run. The

fastest way to accomplish this is by searching through archived issues

if the ezine in question provides this. If not, subscribe and read a few

issues to learn more about the usual topics the ezine covers.

After you get to know some good ezines, see if they have a

recommended reading section that will lead you to other good ezines.

Many ezines put a recommended reading or equivalent section right in

the ezine. However, be sure and judge them for yourself. Don't just

follow the recommendations blindly.

At this point, you will be able to make a short list of ezines to further

examine. That's right, you still have some more examining to do

before you will be ready to purchase advertising.

One thing to realize, however, is that subscriber count is not

necessarily that important. Sure, it's great to find a large ezine that

fits your ad perfectly and doesn't cost too much to advertise in, but

quite often small ezines will represent just as good of a value.

The next article in this series will go further into analyzing an ezines

subscriber base, the type of ezine it is, and the actual cost of buying an

ad.

Joe Bingham, Editor of the NetPlay Newsletters

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