A Cold, Hard Look At Why E-zine Advertising...Doesn't Work!

Written by Dave Cole

As you know e-zine advertising has been touted by many ofrepparttar Internet guru's as beingrepparttar 100957 advertising method of choice.

And certainly advertising inrepparttar 100958 right e-zine will get you desirable results.


Today we're going to blowrepparttar 100959 whistle on it and take a look at some things about e-zine advertising you were never told.

A year or so ago, I placed a top sponsor ad in a fairly well known e-zine. The subscriber base was claimed at being over 45,000.

The ad I placed was a proven one, and I fully expected at least a 2% response rate.

The ad ran on a Thursday. I waited. Then I waited, and waited some more.

Not one single response.


A week later I wroterepparttar 100960 editor and he ran it a second time.

Again, not one single response.

The plot thickens.......

A month or so after that, I happened to have some time on my hands and was actually reading through some ofrepparttar 100961 messages in my test accounts at Yahoo and Hotmail. I use these accounts to mail tests of various newsletters/etc. to check for how they are going to come out.

Lo and behold, I noticed something very interesting. Not only was I gettingrepparttar 100962 usual spam from address gleaners, but also there were many e-zines being sent to me at these test account addresses.

There is absolutely no way I ever subscribed to any of these e-zines viarepparttar 100963 test accounts. The only way they could have gotten my address is to have harvested it or purchased it as being harvested.

(NOTE: there is software that runs overrepparttar 100964 Web harvesting email addresses. These addresses are then sold, and in may cases advertised as being opt-in addresses)

(Now you know why and how you have been getting so much spam...more about this in a future issue)

Back torepparttar 100965 story.....just so happened thatrepparttar 100966 e-zine I had placed that ad in had me subscribed to not only 1, but 2 of my test accounts.

So I really wonder, just how many other bogus addresses were in that guys list of 45,000? You know it's pretty easy to build a newsletter list of numbers using unscrupulous methods. The numbers look impressive andrepparttar 100967 editors can charge bigger and bigger dollars for adverts withrepparttar 100968 high numbers.......

But numbers don't necessarily mean readers or good addresses.

Another thing you need to watch for is: do editors remove their undeliverable addresses?

People change addresses, addresses get shut down, mailboxes get full, etc. and all these are undeliverable. But many editors never take those undeliverable numbers off their total subscriber count.

How Original Should Your Headlines and Slogans Be?

Written by Lisa Lake

When trying to come up with an ad slogan or headline, do certain familiar phrases leap to mind? Phrases that have been used a million times, like "Three Easy Ways...," "Introducingrepparttar New and Improved...," "Service With a Smile," or others like them?

In an attempt to maintain originality and set your business apart from its competitors, your first instinct may be to squash these done to death phrases and go for something fresh and new.

What you need to consider isrepparttar 100956 reason these cliche, standby phrases are so frequently used. Advertisers continue to incorporate overdone phrases into ad copy because they are effective. And as long as an advertising technique elicitsrepparttar 100957 desired results, advertisers will use it.

People love their familiar comfort zones so much that it can difficult for them to go outside those comfort zones. Familiar advertising phrases and headlines are simply another comfort zone for your audience. They recognize a phrase and appreciaterepparttar 100958 fact that they don't have to think about what you are trying to communicate. They know exactly what you offer and whether they want to take advantage of your offer.

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