A recent List Universe survey suggests that if you advertise in an e-zine at current rates, it would cost you $5 to reach 1,000 people. Of those 1,000, 1.25 percent will click through to your site, for a cost of 40 cents per click.
In comparison, if you advertise using banner ads, you'd pay $30.52 to reach 1,000 people. Of those 1,000, 0.4 percent will click through to your site, for an average cost $7.63 per click.
Banner ads do have their place on the Web -- as a branding exercise. But if you're on a low budget and want direct, measurable responses, you're better off advertising in e-zines.
Finding a place to advertise: Check out the free directories of e-zines, such as Topica.com, Ezine-Universe.com and Yahoo!Groups. Invest $40 in the Directory of E-Zines, a list of e-publishers that's published with the needs of e-zine advertisers in mind.
Or, try an ad placement service. Life Style Publishing's Ad Broadcast Campaign charges from $49 to $299, and E-Zine AdSource charges approximately $6 cost per thousand (CPM) impressions.