How to identify top quality ezines for your ezine advertising needs? (Part 6)
If you missed the previous parts of our “Quality Ezines Checking Map”, please go to How to identify top quality ezines for your ezine advertising needs? (Part 1).
Question # 8 – Is the ezine interesting?
If the ezine is interesting, then you can assume that many subscribers are waiting for the next issue to come.
If the ezine is “just another ezine”, some subscribers may read it only from time to time, others may never read it (it’s weird but true: some people subscribe to ezines, never read more than one or two issues but don’t unsubscribe).
Apparently, this evaluation is very important especially when you purchase sponsor ad space (top sponsor ads, featured sponsor ads) or classified ad space. The truth is that this evaluation is very important also when you plan to buy solo ad space. If the people subscribe to an ezine and don’t read it, why do you think they will read your solo ad?
Here are two aspects to be checked in your evaluation:
• How many ads are published in the ezine?
If the ezine is an ad sheet, then run away. People don’t subscribe to ezines to read ads. There is something fishy there.
A resonable number of ads would be 3-5 ads for a short or medium size ezine and 7-10 ads for a longer ezine.
• What type of articles are published?
If the articles are written by the publisher, that’s good. If the articles are written by other people and can be found anywhere online, then that is a stong reason for subscribers NOT to eagerly wait for the next issue of the ezine.
Question # 9 – Is the ezine easy to read?
Some elements that make an ezine easy to read:
- table of contents
- headlines
- bullets
- white space (empty lines between paragraphs, ads, etc.)
Some elements that make an ezine hard to read:
- dots inserted everywhere so that to try to avoid the spam filters
- a lot of words or even full lines written ALL CAPS
- long text lines (over 60-65 characters)
- very short text lines in the middle of a paragraph (due to wrong formatting)
[to be continued]
Update, 13th April, 2009: the article continues here – How to identify top quality ezines for your ezine advertising needs? (Part 7)
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Your articles present a very clear picture on what to look for in an ezine if you plan on using them for advertising There’s a lot more to ezine advertising than meets the eye. Thanks for the invaluable information.