You may or may not have heard the term ‘media kit’ being said on various websites. If you’ve never dug deep enough, the media. You’re probably more familiar with people using “advertise here”, “advertise with us”, or just a general link that says “advertise.”
On this page, you’ll usually see some information about the site, like site stats, or a contact form. This is the page that can either be used as a media kit, or be used for the advertiser to inquire about advertising opportunities.
What is a Media Kit?
The media kit contains information for potential advertisers. It’s your guideline for advertisers on your advertising rates, and what types of advertising you provide.
The media kit is not usually published on a page, but a PDF or a special private page that has to be requested. The reason why it is requested is for a couple reasons:
- Interested advertisers will fill out a media kit request form. Others who are just warming up to the idea, may not until they’re absolutely sure they want to advertise.
- You control whether or not to release the media kit to a potential advertiser. This weeds out spam.
- You set the stage on controlling the advertising rates on your website.
The information on a media kit usually contains:
- Traffic stats: Usually you will want to use Google Analytics as they are more trusted than other stats
- Alexa stats: This is not always necessary, but some advertisers will ask for this.
- Demographics of your website: Advertisers will want to know who your audience is, like gender, age range, and interests. You can get these from Google Analytics.
- Social Media handles: You will want to share your social handles like Twitter, Facebook, Google+, and Pinterest.
- Social Media handle stats: Some social networks have insights or their own statistics that you can share.
- Types of Advertising opportunities: These opportunities could be banner ads, text link ads, video ads, or even audio ads (in podcasting.)
- Your advertising rates
- Your advertising terms: This would be where you list things like whether your advertising rates are negotiable, length of time that the ads will be up, payment policy, disclaimer policy, or types of websites you won’t accept.
It’s important that if you do make a media kit, that you are clear on all your terms, and don’t make it too difficult for the advertiser to read. Too much information can be a bad thing. They can always ask you more questions.
Also, make sure to update your information every 3 to 6 months so your stats are up-to-date. If your website is growing fast, you may wish to include that new information every so often.
Do you need a media kit for your website?
If your traffic on your website is growing, and you’re receiving a good number of advertising inquiries, then you may want to put together a media kit.
Aside from looking more professional, all this information that you put together, will save you time from re-writing emails, and constantly pulling up information for those advertising inquiries. Sure, you can put this on a page, but you’re more likely to get people who want to haggle down your rates.
The media kit will tell them that the rates are non-negotiable. Usually the stats listed in your media kit should do the work for you in selling why they should buy from you, and accepting the rates you’ve listed.
If you’re not selling advertising spots, you don’t need a media kit. If you are, this is a more polished option of displaying the information your advertisers want.
Do you have a media kit? If so, what information do you display on yours? Do you display it in a regular document, an image, or a PDF?
If you don’t have a media kit, are you selling advertising spots on your website? If so, what has worked for you, and why haven’t you chosen to put together a media kit?