"How DARE You!"

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 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 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 50 bucks worth of free food - then bitch 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.

I saw a fairly new publisher having this problem, last week. Publishers don't need the, “How DARE you!” rhetoric from subscribers over an occasional advertising special mailing. Time to grow up!

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? Sure there is. Learn to live with it, or stop taking the gift of the free information the ezine offers you.