When you are purchasing an ad, be sure and understand exactly what type of ad you are paying for. Sometimes an ad may be called one thing in one ezine, but another thing in another ezine. So when comparing, be sure you are comparing apples to apples.
A couple of ways that you can try to determine before actually running an ad if the ezine itself is generally credible is to look through back issues of the ezine. If the same advertisers are continuing to run ads, then you can generally assume that the advertising they are doing is effective for them. Of course, there are always going to be people who advertise without tracking, and therefore do not know a specific source is not converting for them, but in general if the same advertisers are continually running ads, that is a good sign that the ads convert. Of course, just because someone else’s email is effective, that doesn’t guarantee that yours will be – the demographics of each list are often very different and respond to different offers, even across ezines that have similar niches.
Another way (less accurate) of determining the effectiveness of an ezine is the wait time necessary to get your ad out. If the next available ad is tomorrow, odds are the ads do not convert well, or there would be more of a wait. If, on the other hand, the ezine is paid up 3 months in advance, there is a much better chance the ezine ads convert very well, and hence the backlog.
Other than that, there are a few things you should at least look at or be aware of, although they are not always indicative of what they might appear to be.
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Sean Mize is a full time internet marketer who has written over 900 articles in print and 9 published ebooks.