The Sticky Issue of E-zine Schedules
by Alexandria K. Brown, The E-zine Queen
While many new e-zine publishers
are anxious about developing good content for their e-zines, many of
them seem to have more trouble simply deciding on a schedule and sticking
It's smart to tame the schedule
beast right from the start. Here are a few tips to help you.
1. Realistically consider how much
time you want to spend on your e-zine.
For your beginning stages, plan on at least five hours to develop each
issue if you're developing your own content. This includes time for
researching, writing, formatting, proofreading, and publishing. And
this estimate is for an e-zine featuring only one article. If you're
going to feature more than one article, plan on making more time, or
publish articles by guest authors.
2. Start with a conservative schedule.
When you're planning your e-zine, you'll probably be so excited and
brimming with ideas that you want to publish as frequently as possible.
Stop! Your enthusiasm is admirable, but start off monthly for now. You
can always increase the frequency later, when you're sure you can handle
I excitedly began my first e-zine
several years ago as a weekly gig, then immediately dropped back to
monthly once I caught myself moaning and groaning whenever I was scheduled
to write it. Now that I have support staff, I've increased my schedule
to biweekly (every two weeks).
3. Even if you can stand it, don't
Yep, that's right. You want to be on your prospects' minds, but not
in their faces every day. We all get SO much e-mail as it is! Even if
you write a phenomenal missive, it's best to leave your readers wanting
a bit more.
I was recently on the list of a
very good daily e-zine, but I just couldn't keep up with reading it
every day. I felt extremely guilty watching the issues build up unread
in my e-mail inbox, so I finally canceled my subscription. If you want
your e-zine to be joyfully anticipated and well read, I recommend publishing
no more than once or twice a week.
4. Pick the best day for your readers
... and you
Many sales experts say that people are most receptive to hearing from
marketers on Tuesdays. So why not have your e-zine arrive in your readers'
e-mail inboxes then? Other good days are Wednesdays and Thursdays, according
to other sales pros. However, I ignore all this and publish on Fridays,
simply because it's my favorite day. ; )
5. Once you've set your schedule,
stick to it!
Setting a schedule suggests to your readers that you're organized and
can meet deadlines. No matter how busy you are, sending out your e-zine
at random looks flaky and unprofessional.
Now, we're all human and take vacations,
get sick, and get plain busy. So what do you do when you just CAN'T
get that new issue out? Do a rerun. Choose a past issue from more than
six months ago that you got great feedback on. Republish it with a little
intro that says something like, "Hey folks, right now I'm sipping
drinks on the beach in Bali, so by popular request, here's a rerun of
one of our best articles. We'll be back next week with fresh, insightful
content!" Of course, only say something like that if you are actually
on vacation people do understand that you take time off.
Otherwise, never share that you're
behind schedule or too busy to write your next issue that would
tell your readers that they come last on your list. If you must, stretch
the truth a bit, and say you're at a conference, traveling, etc.
6. Try to have one or two issues
completed in advance that can be sent out at a moment's notice.
This is great for those times when an emergency strikes or you're too
swamped to write a new issue. The next time you get a few ideas at once
(and don't they seem to come in multiples?), get psyched up and whip
out a few at once. You can always edit them later just get the
ideas out of your head and onto your screen.
(E-zine Queen Secret Tip: Need a
little extra inspiration? Try whipping up a fresh margarita works
for me, every time! Just be sure to do an extra proofread later on.
7. For a low-maintenance e-zine,
Who says you need to write in-depth articles? Everyone's time is short,
so readers LOVE quick tips. Tips are easy to put together when you're
close to deadline, also meaning you'll be more likely to stay on schedule.
So if you're tight on time, publish simple monthly or weekly tips instead
of detailed articles.
(c) 2000-2003 Alexandria K. Brown.
All rights reserved.
ABOUT THE AUTHOR
Alexandria K. Brown, The E-zine
Queen, is author of the award-winning manual, Boost Business
With Your Own E-zine. To learn more about her book and sign up
for more FREE tips like these, visit her site at http://www.ezinequeen.com.