Your media kit is a key decision making trigger for potential buyers when assessing where to place their advertising investment and is often a first introduction to your brand.  To maximise your chance to either appear on their buying schedule, be asked for further information or to produce a proposal, it's important the information in your kit gives an effective and quick overview of the features and benefits you provide.  

Here’s some tips to consider when producing your media kit as a showcase to potential advertisers -

1 – Keep it short and use easy to read point form as much as possible - one of the biggest errors I see is media kits which are far too long and offer far too much information.  Remember all advertising buyers are time and resource poor.  They need key details presented in the easiest to digest format.  A media kit any longer than 4-5 powerpoint slides is too much.  If you can’t resist adding more information – consider using a well thought out appendix at the back.

2 – Orientate your platform's features and benefits to the buyer - think about who is looking at this information. They will be reading it with the single thought of ‘what’s in it for me or my client’.  The way you present your information should reflect this.  You should adopt this ‘what’s in it for me’ mindset in all communication with potential advertisers. 

3 – Profile Your Audience – by using your platform 'who' are the audience advertising buyers will reach? Quantify them by showing relevant demographics and information and use a visual reference or image as a snapshot of your typical target market.

4 – Your Audience Statistics - depending on your platform or media type you will need to show audience reach.  For magazines it may be circulation and readership, for websites it may be unique browsers and impressions or page views.  Always source your statistics, date stamp them, don’t round your numbers, (looks dodgy) and use an industry recognised third party audit service where possible.

See our guide to online audience statistics here and information from the Audit Bureaux of Australia here 

5 – Testimonial – always nice to see an external endorsement by an advertising buyer who has used your platform and had success. 

6 – Give an overview of your advertising options – with a visual reference so buyers can see exactly the placements you offer.  It’s your choice in providing rates at this stage – you might consider adding rates for standard placements, but may make rates for sponsorship or more tailored opportunities  on application.

7 – Quantify (show stats) as much as possible - it's not enough to say – ‘we send a newsletter’ or ‘we produce a monthly magazine’ – show an audience, send or potential reach number on everything.

8 - Call to action and clear contact details - add a strong call to action at the end of your kit which gives buyers a final clear reason to want to advertise with you and ensure your contact details are crystal clear and prominent.

9 – Up to date – keep the information in your media kit completely up to date whether it's your statistics, audience information or latest media mentions.

10 – Format – I like media kits on powerpoint slides as they are quick and easy to see ‘at a glance’ and also simple to update regularly.  Some prefer word documents converted to pdf.  Keep file sizes manageable for email send and allow the advertiser to easily print without using all their toner.

One more thing to consider – I never send a kit to an anonymous enquiry.  If they are asking for information and rates about your business it’s only fair you know who you are dealing with.  You can guarantee it will be your competition if they are not forthcoming with their identity - they'll get your information somehow if they want it but no need to make it too easy!

This is not a definitive list and each media owner will have a different set of needs when dealing with potential advertising buyers. Your kit should be tailored specifically to your opportunity and your advertising buyers.  MediaScope offers a media kit check-up service where we can help you tailor your kit to meet the needs of your advertisers – for more details please go here.

Produced by Denise Shrivell - MediaScope Founder June 2010

Here's a tip for an offline media kit from Morgan Mackey from Thrive Promotional Products - see their MediaScope listing

'A media kit is the same as a direct mail or sales communication ... it needs to grab attention and be memorable ... and get opened.

The kit needs to have all the relevant information and images a recipient would ever likely ask (this is key ... as well as getting the kit into the appropriate hands).

The media kit should also be designed in a style to reflect the industry or company/organisation's culture.

Promotional products and branded items help to add creativity to the presentation of relevant information and help to add longevity and appeal - e.g. an interesting branded folder or package, a branded usb instead of paper/printed material ... and a little treat (such as a confectionery, desk or fun promo gift) goes a long way to convey the key message and build connection.

If you have any tips to add to this list please feel free to get in touch.

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