For instance if your site is all about stamp collecting then place an article on-line every few weeks about what's happening in the stamp collecting world, what's making news and special reports on what collectors should be looking out for. This will build up a loyalty and regular following and develop a bond of trust between you and your viewer, leading to a happy buyer if your site sells products or services. Email the ezine on a regular basis, either in its entirety or with a synopsis of the topics covered and a link back to your site where the main article can be found. You can learn more about opt-in email in the email section. This will generate more results than any advertisement written by the world's best copywriter.
Publishers have a credibility that comes with publishing a good ezine.
Try to get the publisher to promote on some type of a revenue sharing basis. You can offer to promote their ezine on your site. However free promotion will not always be possible, but don't pass it out without at least giving it a try. Rick Beneteau has written the best book available today on how ezines can be so effective in your marketing strategy. Spend a little time doing some research on this, check out the advertising rates of about 10, their distributorship and their target group.