"This is True" ezine top sponsorship ad

The ad:

It's True: Thousands are Making a Living Online...
It's no secret that average people from all walks of life
are becoming wealthy online. But could YOU do it too...?
Cut through the hype and confusion and discover the answer for
yourself. Click to this free, no-hype, step-by-step Guide to Making
a Living from the Internet (from someone who's actually doing it):
http://www.make-a-living-online.com/true.shtml

The results:

The above ad ran to their list of 155,000+ subscribers. The ad was ordered during a special promotion and cost $500.00 for the first run and $1 for a second run (not a top spot). Total cost was $501 for 310,000 text impressions. It yielded 990 visitors so the cost per visitor was approximately 50 cents. But this sponsorship ad yielded a below average visitor to sales ratio. More than likely it was because of audience was not targeted to my niche closely enough.