Advertising executives and media buyers are always on the lookout for new media outlets to reach their target audience. If that media outlet is yours, show them in your media kit.
Your magazine's media kit introduces advertisers to your magazine's concept, readers, and revenue generating potential. In short, It tells advertisers how you can meet their needs and the needs of their clients, how you're different from the competition, and most important, how your magazine nails their target audience.
Magazine guru Samir Husni, Ph.D., author of Launch Your Own Magazine: A Guide for Succeeding in Today's Marketplace offers this sage advice, "Because more and more ad execs are getting their MBAs, gear your media kit toward someone with a head for numbers and a heart for making a buck."
Here's what to include in your magazine's media kit to grab advertisers' attention.
Overview
Your magazine's media kit is five to ten-page document that includes your mission or positioning statement, audience analysis, including reader demographics, circulation breakdown, and ad rates.
Mission or Positioning Statement
A mission statement contains certain key components -- the purpose of the publication, what it provides, and its core audience. It is clear, succinct, and generally no more than two or three sentences. Consider this mission statement from Dog's Life Magazine:
"Our mission is to promote dog adoption from the shelter and rescue community and serve as a platform for the best practices of modern and humane dog guardianship. The editorial elements in each issue will provide current and future dog owners with the tools necessary to ensure the best dog’s life. Since dogs have long been considered man and woman’s “best friend” we believe it’s time to return the favor."
A positioning statement identifies your target audience, their needs, and the unique solution or value proposition you provide. It is often longer than a traditional mission statement. For example, consider FOOD & WINE's positioning statement:
"FOOD & WINE has always gone way beyond mere eating and drinking. We’re on a mission to find the most exciting places, new experiences, emerging trends and sensations. Because we know that our readers are always hungry for more than just a great meal. From travel and entertaining to luxury and design, we bring an energetic and stylish take on living well—covering the many areas of our readers’ lives that intersect with their love of food and wine."
For a dramatic effect, place your mission or positioning statement on a separate page at the front of the document.
Readership Profile
This portion of the media kit includes such demographic and psychographic research as readers' age, income level, buying power, education, occupation, etc. Tables, charts, and graphs help convey this information at a glance.
Circulation Breakdown
In this section of the media kit, provide information about your magazine's circulation. Consider this circulation breakdown of TIME MAGAZINE'S Wellness in-book editorial section:
TIME Wellness is a targeted in-book editorial section aimed at 1 million subscriber households with a married female resident. Written by TIME editors, this targeted edition provides relevant editorial to TIME's female readers interested in getting the most out of their personal and professional lives. These women are well-informed gatekeepers who are curious about the latest health and nutrition news for themselves and their families. U.S. Circulation: 1,000,000.
For magazine start-ups, include a distribution plan instead. For example, "Initial distribution will focus on the top twenty-five domestic and international design markets in addition to a strong effort in major bookstores and venues where Dream House believes it will have access to readers."
Rates
Rates are the bottom line for advertising executives, so communicate ad rates as clearly as possible and offer several options at various price points. Break down ad costs--from black and white to full color, from quarter-page ads to full-page ads and everything in between. Provide options for one-issue advertising to one-year contracts.
Remember, it's the advertising executives who control a large portion of your revenue. So, grab their attention with a good media kit.
Mary Yerkes - Mary J. Yerkes is an award-winning freelance writer. Her main writing interests include religion, health and wellness, and ...
