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...The layout looks like something that was created using Lotus Notes or Microsoft Publisher. The content leans heavily toward industry gossip, grievances, and predictions of impending doom. The CTAs cite a fax number. The ads are the worst part. It’s 2026, there is no excuse for an ad to be low-res and pixelated.
As a supporter of using various marketing channels, I've purchased advertising in these publications on behalf of clients.
In some of those ad campaigns, I've seen click counts ranging from zero to three - from a distribution list of 16,000 - 23,000?! Did you sign up for recurring ads and forget you’re still paying?
I’d rather send an email to 950 people who actually open and engage (click, reply - and not bot clicks!) than to 23,000 email addresses with a 12% open rate.
To be fair, longevity and loyal readership have value. These publications have built audiences that advertisers want to reach. But a big mailing list isn't a free pass to stop improving the experience.
As an advertiser, if you’re only asking about the number of email addresses on the list, you’re part of the problem.
Now, I'm not suggesting clicks are the only measure of advertising effectiveness. I've written extensively about how marketing is an art, not a science. Brand awareness matters. Repetition matters. Being visible matters...
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