You might assume that an ad in an ezine that has 600,000 subscribers would pull 100 times as well as that same ad in an ezine that has only 6,000. You might be right, but chances are you'd be very wrong. You see, it's not just about how many subscribers you're reaching, but what type of "reader" you're reaching. Is the ezine you're advertising in one of those really big ones that "everyone" gets? Chances are almost no one reads it every day.
On the other hand, is the ezine one of those "niche," special-interest publications? Or a wider-interest newsletter with consistently great content? In other words, is it something that its subscribers wait for and read over their morning coffee, so to speak?
Keep these things in mind when you're advertising. Read a few issues of each ezine. Think about who would read this ezine and *how* they would read it--occasionally or religiously. Don't rely solely on how many people it reaches, but on whether it really *reaches* them or just lands in their email box.
Best of luck in your marketing efforts!
Angie Dixon is the author of "MarketWrite: Harness the Power of Words to Boost Your Online Sales."
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Contact Angie by email at: mailto:angie@marketwrite.com or by phone at 501-421-0185, any time.