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While the Internet may seem like a vast disorganized universe, it is
really a collection of communities. Your prospective buyers are likely
all gathering at the same places. They are going to the same forums, reading
the same e-newsletters, participating in the same blogs. Your challenge
is to figure out where they are and place your message there.
We think that industry specific e-newletters (sometimes called ezines)
are a great venue for placing content. One strong advantage of ezine advertising
is that it's often more targeted and cost-effective than print advertising.
Most industries have several highly regarded ezines. These ezines are
informative publications delivered to an opt-in list. Many ezines are
free to the subscribers and have a particular industry focus. While you
can spend thousands of dollars to place an ad in a glossy magazine, many
ezine ads will cost between $300 to $800.
Other advantages include quick delivery and less competition. As many
ezines publish weekly, you can submit content with a hyperlink to your
Web site and see results in your Web traffic in a few days. Traditional
advertising can take weeks (or months) to get to the end reader. Furthermore,
as the ezines are usually short, they sell only a few ads; so, your message
will not compete with as many direct competitors.
The best way to find the right ezines is to ask your best customers what
they read. Or hire Market Wise. We have years of experience in researching
the right ezine venues for clients (and in placing and negotiating ezine
ads).
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