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Mama, I Ain't Spending Another Dime!

I remember the days when the Internet was new and companies were
charging an average of $35 to run advertisers' banners on their
web sites for 1,000 impressions.

Boy, times have changed.

In the early days, advertisers use to enjoy click-thru rates of
about 15% on their banners. Today the average click-thru rate
is only 0.5%. So why hasn't the average price to purchase
banner impressions dropped at the same level?

Major web sites depend on banner revenue to continue operating,
and as long as their are big advertisers such as IBM, Dell, etc.
who can afford these overinflated prices, the costs will remain
unrealistic.

What happened to the banner market? It started to drop
drastically to a point that authors were writing articles that
the banner industry was dead. With an average click-thru ratio
of only 0.5%, advertisers could not afford the steep price for
banner impressions. Likewise, web sites selling banner ad space
could not afford to sell banner impressions at a discounted
price.

Advertisers started using other means of advertising such as
ezines. Ezine advertising took off a few years ago, but even
the enthusiasm for this advertising medium has since then
leveled off as readers started becoming immune to the print ads
or sponsor messages.

But things are changing now.

Advertisers do not want to pay for unguaranteed results anymore.
They want to pay only for performance. Companies that provide
advertising are now realizing that selling advertising is not a
one way transaction anymore.

Companies have to become partners with their advertisers if they
want to truly succeed. I saw this trend about a year ago and
that is why I offered to critique my advertisers classified ads.

Many of my advertisers were submitting poor copy and I knew that
their ads were not going to perform well in my ezine. I figured
that if I rewrite their ads or offer suggestions on improving
their ads, they will get a better response.

Of course some of my customers wrote great classified ads and I
didn't edit them, but the sad fact is that majority of my
advertisers do not know how to write an effective classified ad.

Not only did this differentiate my ezine from other ezines, it
showed my customers that I cared enough to see them get results.

Who do the advertisers blame when their ad copy does poorly?
They blame the ezine publisher. I depend on repeat business, so
I took it upon myself to make sure that they got results.
Results mean repeat business.

Who doesn't love repeat business? :)

But once again the market was getting tougher. Advertisers were
still demanding better results. How could I keep my advertisers
happy so that they would keep coming back to purchase more ad
space?

In 2001, I raised the price of running an ad in Cool Cash
Ezine, but at the same time reduced the number of classified


ads
to only a maximum of five ads per issue. I also took it one
step further by guarantying a certain amount of click-thrus
depending on which sponsor ad the advertiser purchased.

<-- For example -->

Sponsor #1 - $50.00
(This ad will appear just after the table of contents.
Guaranteed 50 clicks)

Sponsor #2 - $35.00
(This ad will appear after the editor's comments.
Guaranteed 35 clicks)

Sponsor #3 - $25.00
(This ad will appear after the "Business Building Articles"
section. Guaranteed 25 clicks)

Sponsor #4 - $20.00
(This ad will appear after the "Cool Sites" section. Guaranteed
20 clicks)

Sponsor #5 - $15.00
(This ad will appear after the "Stress Relieving Humour" section
close to the end of the ezine. Guaranteed 15 clicks)

<-- End of example -->

By guarantying results, I am telling my advertisers that I will
assume some of the risks of your ad and will make sure that they
receive a certain amount of clicks. If they do not get the
desired number of clicks, I will either run their ad again in
the same ezine or in another ezine until they get the number of
guaranteed clicks.

If you notice the ads in this issue of Cool Cash Ezine, you will
see that all the urls are redirect urls going through the
www.freecoolcash.com site. This is so I can track the results
of my customers' ads. I can also show them the results and
suggest the next course of action that I feel will benefit them.

Advertisers want results. Give it to them and they will give
you more of their business.

Pay-per-click search engines are a prime example of web sites
that offer pay only for performance. You only spend money when
you get results. Using search engines such as Goto.com, you
could literally bring thousands of visitors to your web site for
as little as a penny per click.

Maybe I have started a new trend for ezine advertising?
Regardless, I do know that I am going to have to increase the
guaranteed number of click thru's as time passes. That is the
reality of Internet marketing.

Bend over backwards to help your advertisers and believe me,
they will catch you if you fall. Advertising should be a full
fledged partnership where both parties end up happy.

If you do not differentiate now, then you will surely be out of
business in the future. If you provide advertising for
customers, show them the results.

If you are an advertiser, tell your mama that you ain't
spending another dime until you see results!

About the Author

Gauher Chaudhry is editor of Cool Cash Ezine. You can subscribe
by sending an email to subscribe@freecoolcash.com with "sub-art"
in the subject. Join Gauher's two-tier affiliate program by
promoting his latest book "EZ Money With Ezines." Gauher
teaches individuals how to make thousands of dollars in
the ezine publishing business! http://www.ezmoneywithezines.com

 

Ezine Article Submission - Submit Your Best Articles For Massive ...
EzineArticles.com allows ezine or email list publishers to upload or download free expert content that can be used within email newsletters or websites.
ezinearticles.com
 
The Ezine Directory
The Ezine Directory lists thousands of the best email newsletters available on the internet today. Search, browse, or add your ezine for free!
www.ezine-dir.com
 
e-zine-list: John Labovitz's e-zine-list
I also wrote "Five years and counting," a longer article for Art-bin about the history of e-zines and the e-zine-list. Finally, for the real Internet ...
www.meer.net
 
BME: Body Modification Ezine - The biggest and best online bod-mod ...
Comprehensive resource on piercing, tattoos, scarification, subincision, castration and all other forms of body modification.
www.bmezine.com
 
Ezine Publishers & Email Marketers Promote Their New Email ...
Submit Your Ezine To New-List For Massive Free Exposure - Grow Your Ezine - Ezine Marketing Made Easy By New-List.com.
new-list.com
 
Ezine - Wikipedia, the free encyclopedia
Ezines are typically tightly focused on a subject area. ... CULT OF THE DEAD COW claims to have published the first ezine, starting in 1984, with its ezine ...
en.wikipedia.org
 
News & Ezine Strategies For Email Newsletter Publishers ...
EmailUniverse, The E-mail List-Owner Resource Network is an excellent source for today's Email List Owners, Managers, and Editors.
emailuniverse.com
 
Best Ezines - Email Newsletter Peer Reviews & Ezine Awards For ...
Email Newsletter Publishing Award Site: Fellow Ezine Publishers Review The Best Email Newsletters.
www.bestezines.com
 
Ezine Directory
Home | Sign-up for your Free listing | Link to us Code | TOP 100 Ezines. CATEGORIES ... ezine directory. link exchange with us ...
www.ezinelisting.com
 
Browser based email list management, ezine hosting, and campaign ...
Browser based email list management, ezine hosting, and campaign software. Keep in constant contact with clients and potential customers.
www.ezinedirector.com
 
Splendid E-zine
Splendid: Daily music reviews, articles, interviews and more.
www.splendidezine.com
 
OS/2 e-Zine - The Best OS/2 Reading Anywhere!
Monthly magazine with reviews, articles, and discussion forums.
www.os2ezine.com
 
E-ZineZ - The Handbook of Ezine Publishing
An ezine directory, free ezine builder tool, ezine tutorials including everything you need to know to start publishing an ezine or email newsletter.
www.e-zinez.com
 
EzineUniversity - Free Online Training for Ezine Publishers
EzineUniversity provides provides information, tools and products for ezine publishers. Featuring EzineUniversity Journal, EZU Tutor and FREE online ...
www.ezineuniversity.com
 
Ezines
E-zines directory with categories of free ezines, newsletters, email magazines and online publications.
www.web-source.net
 
My Favorite Ezines - The Family Friendly Ezine and Email ...
The best family friendly ezine and email newsletter directory providing education - motivation - inspiration and marketing support.
www.myfavoriteezines.com
 
Tattoos.Com Ezine Front Page
Historical information from the tribal art of Borneo to the wood block prints of Japan. Alphabetical listing of studios around the world, events, ...
tattoos.com
 
Welcome To Ezine.Com!
Welcome To Ezine.Com! Welcome Page For Ezine.Com ezine online magazine electronic magazine zine e-zine ezines eziner ezining.
www.ezine.com
 
Ezine Information
What makes your ezine hot stuff? With literally thousands of ezines online ... We all have ezines that we love to read and learn from but that doesn't mean ...
www.dtguide.com
 
Asian American Movement Ezine
Asian American Movement Ezine is a radical and progressive zine on Asian American politics, art, history and culture.
www.aamovement.net
 
 

 
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  • how to properly use ezine advertising part one

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  • johnny appleseed a lesson in sowing and reaping

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