It appears that the true definition of a certain type of online advertising is becoming a bit blurry around the edges, and I'm wondering, "Do you know the difference?"

It used to be that the answer was a resounding, "Yes!" but nowadays, especially if one is new online, the answer most likely is "No."

You're probably reading this article in an ezine, most likely a very popular ezine, that offers it's subscribers several advertising options, such as:

Top sponsor ads
Middle sponsor ads
Bottom sponsor ads
Paid classified ezine ads
Free classified ezine ads
and the ever popular Solo ad.

It's the solo ad I'd like to discuss today.

First, here's an across-the-board, true definition of a solo ad:

"A special offer or information about a product or service emailed to opt-in subscribers of ezines or online publications."

This is an acceptable practice because readers are typically informed when they subscribe that they can expect a solo ad mailing on occasion.

Most solo ads are purchased directly from the ezine itself because the publisher provides good prices and incentives for an advertiser TO purchase from them directly.

Publishers know what a solo ad is - because it is their "bread and butter" providing some form of income for that publisher as he or she slaves away producing their publication on a regularly scheduled basis. It "pays the bills" so to speak.

But, lately, I've noticed that the words "solo ad" are used when, in essence, it is not a solo ad at all. And it's not usually the publisher who is making this mistake.

Reread the definition above. It's a mailing that goes to an ezine subscriber list - typically a group of opt-in EZINE readers - on occasion.

Now let's look at the definition of two other types of advertising that lately are being called "solo ads" when in fact they are not.

SAFELISTS:

"Safelists are lists of email addresses consisting of people who join and agree to receive email from other members, and send email to other members."

This is bulk mailing with permission - truly nothing more, nothing less. While your ad may be the only one inside the email received, it is NOT a solo ad in the finest sense of the word because, in return, you agree to also be mass emailed by the others on that list.

It's sort of the equivalent to emailing your address book, but knowing your new online "friends" won't turn you in to your own isp.

F^FA MAILINGS/POSTINGS

"FF^As are nothing more than raw link pages. They often have no categorization, no review... and no traffic. On the plus side, many do offer marketers the gratification of instant submission -- something not found easily elsewhere -- although the gratification does not last long."

Again this is a type of bulk mailing and/or posting of one's website. This type of mailing also leads to the "poster" being hit by massive amounts of UNSOL^ICITED emails in return.

Neither of these two are true solo ads, and while the controlled and well-handled safelist can be a good way to advertise (provided your headline stands out enough to be seen, your offer is read, and you don't mind getting tons of email in return), it is NOT a solo ad.

DON'T BE FOOLED!

I'm seeing programs and offers stating "send your solo" when, in fact, the method more closely resembles the Safelist or FF^A.

Remember, a solo ad comes from an ezine publisher. For the advertiser, this is an excellent form of advertising since your ad will be seen by the readers of that publication.

A solo ads value is based on:

1. The fact it is a one-time mailing
2. It is sent to ezine readers looking for good offers
3. It does not generate massive amounts of unsolicited email to the advertisers inbox.

A solo ad IS a full page ad in a quality publication.

As a ezine co-op owner I also offer solo advertising at a discounted price agreed upon by the publisher. This is true solo advertising - right on down to paying each publisher on the advertisers behalf to run that advertisers solo.

Because the participating ezine publishers have agreed to work with me, they in essence have dropped the price they typically charge to the advertiser to allow that advertiser to contact their subscriber list. I'm just a third-party method of helping the publisher sell their "exclusive" commodity - the solo ad.

But it IS just that - a solo ad.

So, where and what to purchase? How can YOU ensure you are purchasing a true solo ad for yourself?

Start right here! Start with THIS ezine. Go check this publisher's rates first!

Why? Because YOU are reading this - and it's a good bet that others are, too!

A well-read publication is always a good starting place when beginning any advertising campaign!

Support your local publisher :)

And, remember, no matter where you end up as you surf the net, always purchase with your full understanding of what you are buying. Purchase wisely.

Sometimes it takes a bit of reading before you truly know the difference.