This is the first installment of a two part discussion on e-zines and
how they can be a very important part of your marketing strategy. In
this issue we will focus on participating in other people's e-zines
and in our next edition we will discuss creating your own e-zine.
or electronic magazines are the online version of magazines. They are
content-rich and contain information regarding a certain topic in the
form of magazine articles and features and sometimes advertising as
well. More than 60 percent of Internet users frequently read online
publications, or e-zines. This is why they are among the most popular
marketing tools on the Internet. Today there are thousands of e-zines
dedicated to a wide variety of topics. The e-zines may be full
versions of traditional print magazines, partial versions of print
magazines or may be previous month's editions.
There are two types of e-zines:
Web-based e-zines - have only an online presence and are accessed
through their Web site by browsing from page to page. They have the
look and feel of a traditional magazine and have lots of pictures
and advertisements. There may or may not be a subscription fee.
E-mail e-zines - may come as plain text or HTML emails. They tend to
be more content oriented with several pages of articles and often
classified advertising. Most are run weekly or bi-weekly and are
usually free to subscribers. Because the subscribers are interested
in the content and have taken the time to subscribe they are a very
valuable marketing tool.
You can participate in electronic magazines in a variety of ways:
- be a sponsor
- submit articles
- send press releases
- start your own
- Advantages of E-zine Advertising:
- long lifespan of your ads - may be saved for future
reference in recipients' mailboxes or there may be an archive
ads included in issues in a relatively short period of time - perhaps
in the next week or two as opposed to print magazines which close
their ad space months before issues hit the newsstand.
ad is more likely to be seen as advertising in e-zines in limited as
opposed to print magazines where every second page is an
- e-zine ads can include a hypertext link to
your Web site so your potential customers are only a click away from
purchasing your product or service.
- e-zines are often
shared with friends and associates and viral marketing encourages
readers to send a copy to a friend - however you are only charged for
your advertising based on subscribers, so you are receiving extra
exposure for free!
- e-zine subscribers are interested in the
content of the e-zine or they wouldn't have subscribed - this means
readers are extremely targeted and have a genuine interest in the
- geographically speaking e-zines have a far
broader reach than traditional print magazines - it is not uncommon to
have subscribers from around the world.
Directory of e-zines organized by category. A great site to find
appropriate e-zines to reach your target market.
Ecola Newsstand has over 8,400 magazines, newspapers and publications.
There are over 100 categories of magazines to choose from.
Billed as the world's ultimate e-magazine database. Searchable by
Ezine-Universe is a great directory of e-mail based e-zines.
List City's Book of E-zines
A list of e-zines organized by category that accept paid advertising as
well as all the details and contact information on each e-zine.
Guidelines for Your Advertising:
check the ads displayed in the e-zine for repetition - if advertisers
have not advertised more than once they probably did not see positive
- respond to some of the ads and ask the advertisers what their
experiences were with advertising in that particular e-zine - tell them
who you are and why you are contacting them and they will likely be more
receptive to your inquiry.
- ask the e-zine publisher questions (eg. how many subscribers are
there?, what types of ads do they accept?, is there a policy of not
running competing ads?, is there a set of advertising policies you can
receive via e-mail?)
- find out if the publisher provides tracking information and if so
what specific reports you will have access to
- find out if your ad can have a hypertext link to your Web site
- if the ad allows a hypertext link make sure it links to an
appropriate page - one that is a continuation of the advertisement or a
page that provides details on the item you were advertising and provide
a link to the order form from this page to assist in the transaction.
- obtain an editorial calendar if possible so you can target your ads
if there is a specific topic being addressed in an upcoming issue.
Perhaps there will be an article relating to a product or service you
provide so you may choose to advertise in that issue.
- make sure the advertising rates are reasonable based on the number
of subscribers - ask about rates for a one time placement as well as
multiple placements. Another option if the rates are not in your budget
is to ask the publisher if they would accept a link on your Web site in
exchange for an ad.
- develop your ads with your target market in mind - wherever possible
include a link to your Web site and an e-mail link to the appropriate
individual within your organization.
- develop a mechanism for tracking advertising responses - use
different email accounts and different Web page URLs for different ads.
- make sure you are aware of the publication's advertising deadlines
and ad format preferences.
- Providing Articles and News Releases to E-zines:
- target e-zines that have the same target market that you
do and that have a broad subscriber base.
include information on your products and services in an interesting
article that would fit the publisher's guidelines.
sure the e-zine includes a resource box at the end of the article
crediting you as the author and provides a hypertext link to your Web
site or your e-mail address.
- having articles published
enhances your reputation as an expert and people like to buy products
and services from people who are experts in their field.
addition to e-zines, submit your articles to "article banks" online
which are resource sites for e-zine publishers - they search the banks
looking for articles for their e-zine and if they use your article
they include the resource box.
Advertising in E-zines
Online Advertising using E-zines
7 Undeniable Reasons You Should Be Advertising in E-zines
in E-zines - Something for Everyone
my Web site at http://www.susansweeney.com/