Reach Isn't Everything in Ezines.

In advertising, the number of people who see your ad is called "reach." You might figure the more subscribers an email newsletter reaches, the more results your ad will generate. Not exactly.

Some of the Internet's biggest ezines often don't get very good response. One client told me, "I advertised in a 'zine that goes to 600,000 and didn't get a single reply." On the other hand, some smaller ezines (like Greg Landry's health and fitness newsletter) always pull well for advertisers.

Why? A lot has to do with how closely people read an ezine. Ezines that consistently provide valuable information on a particular popular topic tend to do best. Readers open each issue eagerly expecting helpful or interesting information they can put to work now.

One of the Net's most effective ezines is AIM (and I'm not just saying this because the owners of AIM also publishes my daily tips newsletter<g>). AIM consistently features great articles on Internet business. Their audience reads each article carefully and responds to ads in big numbers.

An ezine that is all or mostly ads won't pull as well for you unless the ads are all focused on a topic that readers want info on. For example, classic car collectors would appreciate an ad sheet filled with ads selling hard-to-find cars.

Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or 603-249-9519.

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