Once your email newsletter subscriber base reaches a certain
size, you can start selling advertising. Extra revenue -- sounds good!
But here are some things you should to think about first.
If you are sending an email newsletter, or e-zine, to a substantial
list (say more that a couple thousand), chances are someone will be
willing to pay to advertise in your publication.
Consider carefully the placement of advertising in your publication.
The two types of advertising commonly carried in e-zines are classifieds
and inline ads. Classifieds are grouped together in one section of the
e-zine, perhaps near the end. Inline ads run "in line" with the
publication's content, separated out by some kind of graphical element.
In one newsletter I used to publish, I separated advertising from
editorial content like so:
I encourage you to devise a strategy for separation of advertising
and editorial. You can seriously degrade your relationship with your
readers if they begin to feel that your e-zine is "nothing but a bunch
of hype."
Also, give some thought to what kind of advertising you will and
won't accept. You are not obligated to accept just any advertiser who
approaches you. I know of one e-zine publisher who received criticism
for accepting ads from bulk email services, even though he claimed to be
opposed to spamming. I personally feel that most so-called "business
opportunities" you see advertised are worthless; so in NETResults, I
won't accept ads for business opportunities.
Next: How Much Should You Charge?
How much should you charge? It depends on your target audience and
how eager advertisers are to reach that demographic. Make it reasonable,
but maybe not too reasonable. At one time I was asking $80 for
sponsorship of my NETResults newsletter. After I doubled it to $160, I
started getting some advertisers. Go figure!
I find that rates for newsletter advertising are all over the place,
typically somewhere between $10 and $100 CPM (cost per thousand
impressions) for well-placed inline ads. Advertising to a more targeted
audience tends to cost more.
Once you've got your advertising program planned out and set up, you
can start promoting it to advertisers. Start with your own subscribers.
Let them know that you're now accepting advertising in your publication.
Likely some prospective advertisers are already among your loyal
readers.
Be sure to set up a Web "rate card" or "media kit" -- a special page
or section on your Web site with information for advertisers; link to it
from the front page of your site. Include information such as the size
of your list, your advertising rates, any demographic information about
subscribers, and complete contact information. You should also make this
information available in text form, so it can be sent out by email.
Get your publication listed in the various e-zine directories on the
Web. I've created a site called
The Direct Email
List Source, a Web directory especially for email advertising. If
you offer advertising in your e-zine -- or if you offer other opt-in and
voluntary email lists -- you're welcome to enter a submission.
Even if you don't have any outside advertisers to start with, you can
create ads for your own products and services. If you're involved with
any affiliate programs, you can advertise these in your e-zine as well.
No doubt there are businesses that would be glad to advertise in your
email publication. Advertising revenue can help to offset the time and
costs involved in publishing an e-zine.
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