==> Feature Article
OH, NO! EXCLUSIVE MAILINGS!
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OH, NO! EXCLUSIVE MAILINGS!
By jl scott, ph.d.
One of the complaints ezine publishers hear regularly concerns
"exclusive mailings" - or "solo ads." These are emails sent to the
ezine subscribers which usually contain an ad or other information.
Frankly, I'm tired of hearing about it.
Let's think about this logically. I subscribe to TIME MAGAZINE - and I
pay for it. Yet, TIME makes their money mainly from advertising. They
routinely send me extra mailings with special offers - in addition to
the regular ads in each issue. Those are solo ads!
If I don't like it - they are not going to give me my money back. In
fact, I would be lucky if I could make them stop sending the magazine
before the subscription ran out.
Online ezines are published to build a mailing list. This is no secret.
Most publishers don't do all that work out of the goodness of their
hearts. They are in business! The subscriber base is a controlled list
of possible buyers for whatever product/service the publisher is
For the most part, publishers try to give good - and valuable -
content. Very few charge for their ezines so this information is FREE
to the subscriber. Can you imagine what you would have to pay for the
information you receive in a free ezine if you purchased it in training
As a publisher, I have repeatedly refused to accept "Solo" ads to send
to my readers. I only send out extra mailings if I believe it's
something my readers really need to know about. However, I have no
problem at all with publishers who DO accept solo ads. Advertisers want
these ads because they are more likely to be read than a small 5 line
ad in the middle of an ezine.
A couple of minutes of my time to read an extra ad sent by a publisher
who is providing me with valuable information and/or entertainment
every week is a small price to pay for what I'm getting without charge.
Putting out a good ezine every week is a LOT of HARD work! Expecting an
ezine publisher to teach us and/or entertain us - then complaining
about the occasional extra ad (or even "too many" ads in an issue) is
like the people who go to a free Happy Hour buffet - eat $20 worth of
free food - then complain because they have to serve themselves.
Ezines were not designed for the sole delight of the subscribers who
receive this information for free - then complain about it. They were
not designed by publishers to have something to fill up their time -
make them crazy - and give them a lot of guff.
An electronic magazine - as with any print magazine - is a vehicle for
profit. The trade off with a free ezine is MORE than fair to the
subscriber! You get the free information - the publisher gets the
exposure for advertising. Extra ads are part of the deal unless
Is there anything you can do about it? Yes - there is. Learn to live
with it or stop taking the gift of the free information the ezine
Copyright © jl scott, ph.d.
All Rights Reserved
About the Author:
dr. jl scott is the Founder of the International Council of Online
Professionals (iCop™) - and also the publisher of the
Internet Marketing Trade Journal™ - the ezine that keeps you
up to date on Internet marketing coming of age. Click Here for your
********** Additional References **********
The Insider Secrets to E-mail Marketing -- Advanced Series - e-mail trade secrets of a mega marketing company
The MOE Manual - complete guide to ezine publishing
Your Lucky List - build your Optin lists for free!
EZ Money With Ezines - comprehensive guide to starting your own profitable ezine.
Viral Email Matrix - free list builder with RSS feeds.
Best wishes for your online success!
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