What is A Media Kit?

Top 10 Items to Include in a Perfect Online Media Kit

==> WHAT IS A MEDIA KIT?

A media kit is a sales tool for selling advertising in your ezine or on your website. It should include everything a potential advertiser might need to know to decide two things:

1. Whether to advertise in your ezine, and

2. How to place an order for advertising in your ezine.

Your target audience is composed of busy media buyers, ezine publishers and Internet marketers. They want accurate information to make an informed purchasing decision NOW. Display your advertising information in an easy to read and easy to access format.

==> DEVELOP THE PERFECT ONLINE MEDIA KIT

1. Name of Publication

Start by identifying your publication by name.

2. Circulation

Include the most current circulation numbers. Update your circulation numbers weekly. Include any information or third party audit reports that can substantiate or verify your circulation numbers. Also include the length of time have you been publishing and subscription instructions for your publication.

3. Demographics

Include any information about your subscribers, including gender, age, geographic location, education or income levels. Use the results from surveys or polls to capture this information.

4. Publication Type

Identify whether your publication is a text email, newsletter or HTML document. Also include frequency of publication and subscription rates (free or paid subscription). Are your ezines archived on your site along with the advertisements from that issue? Advertisers like to know that their advertisements will show up on your indexed archive pages.

5. WWW Home Page

Include your URL so the advertisers can perform their due diligence and check out your website.

6. Publishing Company

List the name of the publisher, street address, city, state, zip code and phone number. If you publish other ezines, list them here.

7. Target Audience

Who reads your ezine? Do you have any comments from your readers to use as testimonials? In the absence of specific demographic information, show how your readers use the information you supply in your ezine.

8. Editorial Profile, Description and Calendar

Describe your purpose and publishing USP. If you have an editorial calendar prepared, include it, so that your advertisers can place their ads in a particular issue.

9. Display Your Trophies

Include press releases, awards, testimonials from current advertisers (get permission). Offer third-party credibility for the effectiveness of advertising in your ezine by getting success stories from your current advertisers and publishing them in your media kit.

10. Ad Deadlines

Include information about ad sales deadlines. If you publish every Friday, let your advertisers know they have until noon on Thursday to submit their ads for that weeks publication. If you have sales reps, provide their names and contact information.

BONUS TIP:
11. Payment and Ordering Options

Clearly identify all of the ordering and payment options and any discounts available. Just as you would with your other products or services, offer many ways to order and accept a variety of payment options. Clearly identify when payment is due. If you require payment before publishing, let your advertisers know that.

About the Author

Kate Schultz is the Publisher of E-ZineZ: the E-Zine About E-Zines! Visit e-zinez.com for FREE how-to help for your Internet Newsletter as well as her brand new Ezine University at http://www.ezineuniversity.com. To subscribe to E-ZineZ put SUBSCRIBE in the BODY of an e-mail to oaknetpub.com.

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