Using Paid E-Zine Advertising to Generate Targeted Traffic

Using paid e-zine advertising to generate targeted traffic is a waste of time, isn't it? With email response rates at absurdly low percentages and with the average quality of e-zine, it can't possibly be worth it to advertise your product or service in an e-zine, can it? It can...

But here's the problem: adverse selection. Advertisers – you fall into this group – want to purchase advertising in good e-zines. Good e-zine owners want to maintain the quality of their e-zines. If they allow too much advertising, the quality will dip significantly and list members will either stop paying attention or leave the list altogether.

So what ends up happening? Owners who allow a considerable amount of advertising end up with list members who simply do not buy – and a growing attrition rate. And list owners who don't allow advertisers to send out mailings – or who limit them – end up with higher response rates, but this doesn't help you, since they wont let you send out an advertisement.

So what does this mean? It means that using paid e-zine advertising to generate targeted traffic the traditional way will not work. You might still have some success purchasing advertising in an e-zine or exchanging advertising with list owners, but the best lists – the ones you really want to advertise on – will be really hard to access.

Let me suggest an alternate path for advertising in e-zines. Rather than “purchasing an advertisement” through a Paypal link, instead join lists that actually provide reasonable content to users. Read them for a while – and then contact the list owner. Tell him/her that you are a list member and that you are interested in advertising in his/her newsletter.

Now, you can pitch this in one of two ways. You can simply explain that your product is excellent and that you are willing to pay a considerable amount to advertise; or you could offer to broker some type of affiliate or joint venture deal. Either method is fine. Just remember to approach them personally.

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Your Marketing Journal - a step-by-step business blueprint

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