All Rights Reserved One of the most difficult tasks for publishers, particularly publishers who love to publish, is to put on the other hat and attempt to generate revenue from your opt in lists. The most common method is to sell advertising space within your publication on a CPM basis.
Advertising inventory is a perishable good.
If you send out your newsletter with unsold space, then it is a lost opportunity, never to be regained. They will represent your inventory and send you clients on a non-inclusive basis. You can still continue to sell your ad space in house. You generate revenue you would not have otherwise. You can avoid specials and discount sales, thus maintaining a strong relationship with your current advertisers.