When I started earlier today to write this article, it ended up three pages long while I tried to "tip toe around" what really just needed to be said.

After rereading it for the millionth time, still concerned that 1) I wasn't saying what needed saying, and 2) had I "offended" anyone? I trashed it all and started over.

Right up front, my intention is not to offend anyone, ever, but there's something going on in the ezine and solo advertising world that is - well - alarming.

And it's not just my reaction... many advertisers and publishers are expressing these very same sentiments to me.

While competition is healthy, never for a minute would I even doubt that, undercutting to the point of devaluing a service or product is downright dangerous. Dangerous for the publisher, dangerous for the co-op, and most certainly dangerous for the advertiser.

Why? Why aren't rock-bottom prices best?

Ezine and solo advertising is a valuable commodity. It is the one thing that just about anyone wanting to market online can still afford to do.

So, what happens if the cost of ezine and solo advertising becomes so rock-bottom that it devalues the service - makes it worthless?

At first, truly low, low, low prices may seem like such a great idea! People scramble to order, the skies the limit! Life is good!

Then, reality hits home because sooner or later these same orders must "hit the airwaves," or, in this case inboxes, all over the world.

First one arrives, then two, then three, then 10, then 20, then 100 - all in one day?!?

Yikes!

The typical reaction has got to be, "Hey enough is enough will ya!" and delete keys go crazy if only in self defense.

I truly enjoy helping people. I've even talked some potential advertisers out of advertising on occasion if they just weren't ready. It's important that when someone is ready, they receive a quality product or service in return.

I think, for what it's worth, that we as publishers need to sit back and think for a moment, get our priorities straight.

Our #1 priority is to our subscribers. We need to ensure we are offering subscribers and advertisers quality publications and worthwhile avenues to advertise in via our own sales links and co-ops.

We have a responsibility not to become the spam we all despise so much.

We need to take a hard look at what's good for our growing businesses and what's not. Stick with the services and ideas that serve us well, and treat us right, and out with the old.

As advertisers, we need to determine if cheap means good. If you aren't subscribing and choosing cheap, think again. Regardless, if you aren't subscribing - do. To effectively use any resource, we need to participate with that resource. The opportunity for additional, free advertising and building our own name branding by providing input and feedback is just plain crazy to pass up!

The world of ezines and ezine advertising holds huge potential for advertisers and publishers alike. Ezines are needed and necessary.

Let's just make sure that in 2003, and beyond, they still mean something.

All the very best to you and yours!