We discussed earlier the advantages of having advertising space in your newsletters. Similarly, advertising in other company’s newsletters is equally beneficial. By advertising in other newsletters, you can reach an audience which is highly targeted and cost effective. There are so many newsletters out there covering so many different topics that it's easy to find highly targeted ones to advertise in.

If you've matched the audience of the newsletter to the product you're selling, you will successfully reach your target market. Almost all newsletters are archived online, and thousands of people read these archives, allowing your ad to be seen by these people at no extra cost. This can bring in exposure and extra sales on a long term basis.

In addition, newsletter publishers may have already developed a trust between themselves and their readers. Just by placing your ad in their newsletter, it's more likely to be read because it appears in a publication they like and trust. Newsletter advertising is not only effective, it's cheap as well. A five-line ad in a newsletter that goes to 3000 people might cost you between $5 - $25 per issue. With so little risk involved, it’s usually worth the investment.

Buying Ads in Other Newsletters
Just as you can sell advertising, you can also buy advertising in newsletters. You can use those ads to promote your business or to invite people who read newsletters to start reading your newsletter.
Again, you have to pick your partners carefully. There’s no point just picking a newsletter with the cheapest rates; you want to make sure you choose an outlet that appeals to the same buyers as you. You also need to think about where your ad is going to be placed. In general, the higher the position the better.

And the more the merrier too. Don’t expect a huge response from a single ad. It’s always best to think of advertising in terms of a campaign. You’ll get a better deal — and better results — if you reserve an advertising slot for 4-5 issues than if you buy them one at a time.