Oh No! Exclusive Mailings!
| Category: E-zines: Advertising | Date: 2003-06-05 |
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, Im tired of hearing about it.
Lets 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 dont 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 dont 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 marketing.
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 courses?
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 its 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 Im 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 otherwise stated.
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 offers you.
About the author:
dr. jl scott is the Director of the International Council of Online Professionals (iCop) - and also the publisher of MONDAY MEMO! - the ezine dedicated to upgrading Professionalism on the Web. For your FREE subscription: Monday-Memo-on@MondayMemo.org
jlscott@i-Cop.org
http://www.i-cop.org/
Lets 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 dont 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 dont 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 marketing.
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 courses?
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 its 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 Im 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 otherwise stated.
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 offers you.
About the author:
dr. jl scott is the Director of the International Council of Online Professionals (iCop) - and also the publisher of MONDAY MEMO! - the ezine dedicated to upgrading Professionalism on the Web. For your FREE subscription: Monday-Memo-on@MondayMemo.org
jlscott@i-Cop.org
http://www.i-cop.org/
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