Got this notice in my email this morning:

EzineArticles Announces Formation of the EzineArticles Racing Team

There are several interesting aspects to this announcement that I will get into in a
moment… but first, for those unfamiliar with EzineArticles, a little background.

EzineArticles.com is an article directory for writers, blog/ezine publishers and for
internet users looking for more organized information on any particular subject.
It is also a matching service — bringing real-world experts and ezine publishers
together. For those of us who publish blogs (or ezines), it is a resource for article
content. For writers and niche experts, EzineArticles.com provides an opportunity
to get your articles published/disemminated across a much wider audience than is
possible on your own.

Now to the “why” of this development.

Varooom ROI?

As Christopher Knight, CEO, explained in the press conference, “Internet marketing
is all about driving traffic to your site. Making a big splash to an audience as big as
pro auto racing is a great way to stand out from the crowd and bring people to our
site.” The company and its CEO are showing considerable chutzpah and more than
a bit of humor in this venture.

First, “driving traffic” and race car driving provide lots of material for writers and
media PR people to create a “buzz” with. I don’t know the percentages of racing
fans and internet participation. However, racing is BIG! Lots of fans…and, I am
sure, many (most?) have not heard about Ezine Articles or its role in internet
marketing.Regardless of their present internet participation, seeing the Articles
car #404 on the track is bound to stimulate their curiousity. More people visiting
the EzineArticles website means more eyeballs and more eyeballs means more
advertising dollars and more opportunities to monetize that traffic for the company.

Quoting from their blog, “The team’s choice of car number 404, a reference to the
Internet error code for “Page Not Found,” speaks volumes about EzineArticles’
tongue-in-cheek approach to sponsorship.” Whether that choice turns out to
be an ironic one remains to be seen. Pro racing is a big gamble for any group
involved, It is high risk in many respects. Whether the risk of this investment
pays off, again, remains to be seen. For writers like yours truly, it will be an
interesting “trip” to follow. However, for you poor readers, I am sure you will have
to put up with more than your desired share of puns, analogies and poor efforts
at humor in the process.

The bottom line question - great ROI or “crash and burn”?

Stay ‘tuned”! - see, it starts already …

Val Spangler, Mister Senior Blogger and @SeniorTweet on Twitter.
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