Creating a Media Kit – Research

After the last Crafterminds chat, I decided it was time to put together a media kit for my site. I do have some experience with media kits – I carried one around for several years when I sold newspaper advertising space. I also looked at a ton of them when I worked at an ad agency and bought advertising space for my clients. So, I know the basics of a media kit. Even so, I thought it best to start out my media kit “adventure” with some research…

Creating a Media Kit – Part I – Research

by Carolina, Always Expect Moore

What is a media kit?

Just about every company should have a media kit. It is a document (or set of documents) about a company to distribute to the media. For example, if a reporter gets in touch with you about the awesome world of crafty blogging, you can send along your media kit, and they’ll have all the “basic” information needed.

For our purposes, a media kit will also provide a potential advertiser all the information that they need in order to decide if they want to advertise on your site.

Important to note: if you’re following along here and don’t have some kind of analytics program on your blog, go add one now. I’m on blogger, and use Google Analytics and Feedburner. They’re both free and pretty easy to use. These programs are not retroactive. They won’t start collecting data until you’ve installed them correctly, and you’ll need at least a month (if not several months) of data to include in your media kit.

What goes into a media kit?

A good place to start is to look at other media kits, decide what you like, and leave the rest. I decided to start with some of the “big dogs.” I’m totally not comparing myself to them {yet… tee hee}, but I figured that we should learn from the best, right? Here are links to ones I chose, and my notes:

New York Times Online Their media kit “looks like them.” It has the same style and language. The colors even remind me of a newspaper. Also, I like the use of photos.

Martha Stewart Living Again, clean and easy to read. They bring you to a blurb about the publication, giving numbers about when they started, how big their audience is, and what value they bring. They offer links to their mission statement, rates, closing dates (advertising deadlines), specs (sample ad sizes), demographics (audience information), and contact info.

Maxim Magazine (online) I wanted to pick a more “irreverent” publication, to see how they handle their media kit. There are lots of… um… visuals. But also, they have an editorial calendar that advertisers can look at to see times when they should “up” their advertising buy.

Other note: I noticed that none of these sites mention their Facebook or Twitter followings.

Bloggy Media Kits

Here are links to media kits for some blogs that are in our niche:

Simple Mom Media Kit This media kit is several pages, but it is easy to read, and provides everything you would need in order to advertise on the site – they even break down which agency to contact for certain types of programs. A good reminder that you want to make working with you as easy as possible for potential advertisers.

Sunday Afternoon Housewife Rate Card This is more of a Rate Card than a media kit, but since we’ll be talking about Rate Cards in “Part II,” I wanted to include it. This blogger does a good job of making rates simple and explaining her policies in plain English.

Tip Junkie One Page Media Kit via her PR Welcome Page I really like that Laurie has a welcome page before her Media Kit. It is a great place for her to put her disclosures, and I imagine that it is easy to update if she gets a new award, and doesn’t have time to re-design her media kit. I also like that the media kit is just one page, and includes lots of specific numbers about her influence.

Some Things to do before “Creating a Media Kit – Part II – Making the Kit”

I’ll be back in a few days with the instructions on how to create a media kit. Before then, here’s a little homework for you. Make sure you have a good analytics program installed. I’m on blogger, so I use Google Analytics and Feedburner. These do not start tracking your scores until you’ve installed them (properly), so if you don’t have them, take time to install them now.

Consider adding some other “scoring” sites:

  • Alexa – you will need to have your own url in order to get an Alexa ranking, but the results are interesting. You can see what your worldwide and US rankings are and who is linking in to your site, to name a few.
  • Klout – add your Twitter and Facebook profiles to provide a measurement of your influence
  • Blogrankings – Rank yourself within your niche/category
  • Blogtopsites – Another tool to rank yourself within your niche/category

Other articles about media kits:


Hopefully all of this will give your mind a little “kick start” on what you want to include in your media kit, and what you want it to look like… which will get you ready for… Creating a Media Kit – Part II – Making the Kit.

carolina mooreCarolina is a craftin’ wife and mom who blogs over at Always Expect Moore. She’s been sewing, gluing, and creating as long as she can remember, but only blogging about it for the last year. She also has a Bachelors in Advertising, and has worked in advertising and marketing for over a decade, making her ideally suited to help us delve into the world of media kits!
banner ad