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Finally, remember you should look for ezines that are similar but certainly not your direct competitors. Your competitors would firstly be very reluctant to advertise a competitor in their ezine. Besides, you would not want two different ads for the same product in the same newsletter, especially when the newsletter is your competitor’s. This will certainly reduce your prospects of getting subscribers vastly.

With similar ezines you would ensure that your ad would be read by the right audience, thus, immensely improving its success rate. To make it a little easier for you, I have provided a list of ezines in the ‘resources’ section that sell advertising space to other publishers. These are some of the well known ezines.

4.2.2 Distinguishing between the good and the not-so-good ezines

With thousands of ezines being published on the Internet it is very likely that you would find innumerable ezines that cater to the right audience. You can surely not advertise in each and every ezine, unless you have an exorbitant budget. Besides, how do you know which ones are good and which ones are junk? After all, you would not want to spend money on advertising in ezines that have an ill repute. Here are some guidelines that might help.

Let us first look at some of the qualities you should look for in an ezine:

Always look for Opt-in Ezines

Ezines gain popularity if they are credible. The most important aspect of credibility is the process of subscription. We discussed earlier the difference between opt-in and opt-out and how important it is for your ezine to be an opt-in list. Other ezines that you look for should also be 100% opt-in.

An Opt-out strategy would suggest that the ezine is published on an unsolicited basis. Readers are subscribed without their knowledge. This can very well result in a spam claim later.

If you advertise in such an ezine, you would become a part of spam as well. Your ISP could shut down your account, your website could be terminated, and it is likely that you could even see yourself in the middle of a legal battle. Avoid Opt-out ezines at all costs.

Seek ezines that target a related audience

We discussed this in the earlier section. Let me say it again – all your advertising efforts would be negated if you advertise in ezines that are completely unrelated to yours. There have been many publishers who advertise in all kinds of ezines only to have their time, money and efforts absolutely wasted!

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