Just as no one ever learns how to be a great cook by studying the same old recipe book, you can't expect your ezine to take off without expanding your knowledge base. New Recipes Ideas can come from anywhere and everywhere. A title can spark your imagination instantly. For example, I have a book on letter writing. This could make for a witty and unique scenario.
Great cooking comes through testing, tasting, and re-testing.
One magazine that I read has done this by posing imaginary questions from celebrities. Add A Neat Twist. Hardly anyone is able to come up with a completely new idea. Learn how to borrow ideas and adapt them to suit your publication. If you're like me, you will soon be getting more ideas than you can possibly handle.