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What's the difference between an online newsletter and an ezine?
Many folks feel that an e-zine and online newsletter are the same. Both are published online, yet the distribution is different. I think an e-zine is a electronic publication that is independently published and "pushed" (distributed) via e-mail to a dedicated audience. An online newsletter is a publication that is placed on a Web site that folks can opt to read when they visit.
How do I know if there's an audience for my ezine or online newsletter?
You need to do some soul searching and conduct some research first. Find the answers to these questions:
1) Commit to the process. Don't start an e-zine unless you commit the time and effort it takes to do it right. It is a lot of work and the Internet audience is a smart one. They remember when you don't publish an issue and will let you know about it. If you can make the e-zine publishing process a habit, a real part of your job, then you stand a chance of succeeding.
2) Determine the topic. Be specific about the information you want to publish.
2) Know your audience. Who would be interested in receiving your e-zine? Is the audience large enough and interested in the topic?
3) Are there e-zines out there that already address the topic? Use the Google search engine www.google.com to search for other e-zines.
4) Can I do a better job with my e-zine? Review the existing e-zines that you find and determine if and how you can provide better content.
5) How easy will it be for me to access information on the topic of my e-zine? This is important. If it is going to be time-consuming and difficult to find information that you can write about, then you need to rethink your topic. Is it too general? Can you get more specific and provide information on a specialized part of a general topic?
How often should I publish my e-zine?
It depends on the amount of time you are willing to commit. We send our e-zine out every day, which might prove to be impossible for many folks, due to time constraints. We are now offering a "digest" version of the ideas which is mailed once a week. This is to accommodate the folks who are innundated with so much e-mail from other sources that the daily idea is overwhelming. You have to know your audience and what is acceptable to them. Many e-zines go out once a week, but I think an e-zine published once a month is becoming the norm for a lot of organizations.
Can I just send my e-zine to anyone?
No, you need to have subscribers "opt-in" or choose to have the e-zine sent to them. Sending an unsolicited e-zine to anyone is know as "spamming". People get really upset when they receive something via e-mail that they didn't request. You should provide a way for folks to subscribe (via e-mail or through a form on your Web site.) You should also include subscribe and unsubscribe instructions in every e-zine issue that your send out.
Books have ISBN numbers as identifiers. Is there a numbering system available for e-zines?
Yes, e-zines are now electronically categorized in many different nations. You can apply and receive an International Standard Serial Number (ISSN) for your e-zine. Visit the ISSN International Centre at www.issn.org/to find out more. Displaying an ISSN number in your e-zine lends credibility to your organization and the publication's content.
Is there a certain line-length and file size I should consider when I create my e-zine?
Yes. Keep your line length to 57 characters (including spaces) or the text will wrap oddly (with all sorts of silly line breaks) when it's received by the user. Always test a copy of your e-zine before you mail it out. Don't use "curly quotes" and other specific non-ASCII characters when you create your e-zine. Use Notepad or SimpleText to create your copy. This will ensure that these special characters don't get inserted. You should always send a copy to yourself first to test the final product before you mail it out.
I am now receiving e-zines that include images as well as text. How is this done?
There are two kinds of e-zines: text and HTML. Text e-zines are delivered as text-only content. Many of the new e-mail applications (or "clients") can now display what they call HTML newsletters. You can find out more about this by reading Dr. Ralph Wilson's tutorial on HTML e-zines: www.wilsonweb.com/wmt5/html-email-peek.htm
Remember your audience. If most of your readers are using AOL or have older e-mail client technology, then an HTML newsletter will prove disappointing to them because it will display all the HTML code rather than the text and images. Survey your audience or provide the option of either a text-only or HTML delivery.
What about copyright for my e-zine? Are the rules the same as for print publications?
This is a hot issue and is changing every day. Check with an intellectual property lawyer for the latest info. We always issue a full copyright notice and contact info on each e-zine we send out.
How about soliciting sponsors for my e-zine?
Selling sponsorships for e-zines is a common practice now. We take weekly sponsorship ads at an affordable price for companies who are interested in reaching a very targeted market of small business owners. We also have an affiliation with Amazon.com and include a "marketing book of the day" section in our e-zine. This provides book info to our subscribers and helps us earn a modest amount of money to offset the time it takes to publish. You can also "barter" sponsorship space with other e-zines so that you can gain more subscribers. Mary Gillen, co-developer of Idea Site for Business, has owned her own business since 1981. She has over 24 years experience in freelance commercial copywriting, graphics design, web design and creative marketing concepts.
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Many folks have written recently requesting info on how to start an e-zine. Here's a list of frequently asked questions that can hopefully help get you start an "e-zine machine" of your own.