The placement of your ads is also crucial. Earlier, ads were placed under a classified section of the Ezine, just like the classified section of newspaper; however, they were not quite efficient. It is recommended that you scatter the ads evenly throughout the Ezine. More on this is given later on. I have also provided a sample Ezine template for your reference in the chapter titled “Resources”.
Clearly mention that it is an ad so that your readers don’t confuse it with the content of your Ezine. You can use specific words and phrases like ‘Paid Advertisement’, ‘Sponsored by’, ‘Please support our sponsors’, etc. to visibly set it apart. Study the behavior of your readers so that you are able to provide them with ads that interest them. Do not bombard them with irrelevant ads that constantly bother them. As a rule, do not publish adult ads unless your Ezine contains adult or mature content.
If majority of your readers are teenagers, then you are better off if you place ads related to teen magazines, cosmetics, music and movies, higher education, etc. If your readers are the techno-geeks, give them ads that market technical products or services. Determine your target readers, and place ads that will eventually interest them.
Also, as mentioned earlier, consistency is very important. Do not change the number of ads that you specifically run, unless there is an unavoidable need for it.
1.7 Shape up the content for your Ezine
Your readers will constantly critique your Ezine and the articles published therein. Starting with the first issue, all the editions of your Ezine will be under constant scrutiny. Readers would judge all your articles and if they don’t like any aspect of the ezine, it may severely affect your reader base. If you provide consistent and effective content in your Ezine, it would be a roaring success.
There are many types of content you can use for your Ezine. Let’s discuss them in some detail.
Editorials
When you are the editor of your Ezine, it is your responsibility to deliver an effective editorial for the benefit of your readers. Your readers will think of you as an expert in your field and will begin to trust your opinion and suggestions. You must take this responsibility maturely and diligently. You are given the freedom to express your opinion on any topic, even if it is a controversial topic. This would also encourage participation from your readers. They may respond to your editorial, either by agreeing with you or staunchly disagreeing with some of the views expressed in the editorial. Their feedback is extremely valuable for improving the quality of your Ezine.
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