|
|
Offsetting the Expenses of a FREE Content
Ezine
|
|
| It's been established by previous authors both
the indirect value of writing content for FREE, and the expense incurred in providing a
FREE ezine and website. Assuming both are true, isn't there something that can be done to
offset the expenses you incur for providing FREE content for FREE ezines? I'm the publisher of a ezine with 6000 members called WomensMinistry.NET. For the past three years, we've been providing ideas, tips, event listings, and resources for women who plan events and programs for women in the local church. This is a highly influential target audience who often purchase or recommend inspirational books, bible studies, speakers, and other resources to hundreds of women who attend their small group meetings. One of my goals since we started was to do everything possible to become a "brand" in the Christian women leaders market place. To do this we had to sacrifice income for the benefit of gaining "market share" -- knowing that customers are much more likely to remain loyal to the first "relationship" established. Nevertheless, it does get expensive (webhost, ISP, webdesign, software, hardware, time away from family, etc.) to operate a FREE ezine like ours. Here are a few ideas for off-setting the expenses of a FREE Ezine and website. 1. Offer advertising to companies or individuals considered suppliers to your target audience. Because we have a targeted, highly influential readership we are able to sell ad space in our eZine for about .03 per impression to publishers, speakers, and others. 2. Create a "Pay-for-Listing" online source for your readership. We established an online Directory of Speakers that our audience could turn to when searching for a speaker or musician for their next event. A simple and robust $149 cgi-script from Uburst.com, and we were up and running with a web-based interface for Speakers to add and edit their own listings. With over 500 speakers listed, about one-fifth pay for a GOLD listing ($50 per year). And it's almost maintenance free (www.uburst.com). 3. Create a "Pay-for-Supplement" to your ezine. We are in the midst of launching a bi-monthly print version of our ezine. It will be in the form of a "best of" WomensMinistry.NET, with some additional information found only in the print version. One company that has had significant success in this area is TCMR - and we're following a similar plan. For about $39.00 per year, TCMR's highly influential, targeted audience receives a monthly Report with advertising supplements, FREE sample offers, news, etc - in large 9x12 envelope. The printing, postage, and profits are paid for through pay subscriptions and advertisers (www.tcmr.com). 4. Publish a "Pay-for-Publication." In the next year, we will publish what we call "What Works...in Event Planning". This will be an event planners ultimate guide to resources, tips and examples of what works across the country. Our authors? Fellow event planners and speakers that have been at the events. Why will they contribute a one or two page overview of what works for them? Because they want the exposure and they want to contribute to their profession - and in our case a mission that has eternal value. We'll sub-contract the editing process to a free-lance editor we'll find at www.elance.com or www.stuartmarket.com . 5. Provide a "Pay-for-Downloadable Report." If you're targeted audience is growing, consider doing a survey of some sort to gather information about your readership. In our case we will do a survey soon that will ask our audience about their preferences and buying habits as it relates to booking speakers and purchasing inspirational resources for their audience. We feel that both Speakers and Publishers will have an interest in purchasing this exclusive information. To increase response rate, the survey will be online and in return for their responses, respondents will get some kind of freebie - maybe a copy of the Report or other resource. I hope these ideas are helpful to you as you try to offset the expense of providing a FREE ezine or website. For some of us, we provide our content for the "love of the game," for others, for the "love of potential profits." Whatever the case, the adage is true, "love what you do, and the money will follow." Dr. Philip Rothschild is the founder/co-publisher of WomensMinistry.NET (www.womensministry.net), and professor of Entertainment and Event Management at Southwest Missouri State University (www.mgt.smsu.edu/rothschild). He resides in Springfield, Missouri with his wife and two sons. May be reprinted as long as complete by-line above is included. Jennifer and Philip Rothschild, Publishers WomensMinistry.NETeNewsletter ...where more than 6000 women's ministry leaders find news, events and tips for women's ministry in the local church. subscribe@womensministry.NET Headquarters: 1730 E Republic Rd, Suite A-220 Springfield MO 65804 ph: 417-888-2067 fx: 417-888-2095 |