In a world where you can find anything and everything with only a few clicks, having a comprehensive guide to your business is imperative to staying on top. One way magazines and publications can do this is by creating a media kit. A worthwhile media kit can eliminate any ambiguity about your business, as you are taking control of the branding and messaging associated with your publication. What message are you putting out into the world? Create a representative voice in a format you can be proud to show off.
There are a few key principles to keep in mind when drafting your media kit. These tips will help you create premium content that can serve as an asset for potential customer and clients.
1. Consistency is key.
Make sure your media kit is consistent with your other branding efforts. If it does not match your print and digital advertising, social media graphics, website, or anything else, keep tweaking it.
2. Make it informative… but concise.
It is crucial to have a comprehensive document that fully explains your brand to the general public. But, if you’re like most, the passion you have for your brand cannot be contained by the margins of an 8 ½ x 11. It’s ideal to keep your media kit limited to 3-10 pages, as this way readers won’t have to skim through pages and pages of content to find what they need.
3. Easy to read
What’s the use putting in this effort if your media kit is difficult to read? Keep it simple and pleasing to the eye so you can ensure you make a great impression on potential advertisers and readers. Check that all fonts are easily readable, colors are not too bright or offensive, and make sure all content is separated into blocks or charts in order to keep the layout interesting and navigable by topic. This will do the trick.
Are you wondering what even goes into a successful media kit? Well, there are several elements that can (and should!) be included in yours.
High resolution images
It’s 2018! We do not have time for blurry photos.
An ‘about’ section
This should be a short representation of your brand. What do you? Who do you do it for? Why do you do it? These questions will help you consolidate your message when drafting your ‘about’ section.
This section should explain your key reader demographics. Include indicators such as gender, age, location, total readership, and more!
- Staff introduction
This can be a short bio or fact sheet that allows customers to get to know your employees. Name, position, and contact info is sufficient enough, and including photos is great as well. This gives a human element to your brand – everyone wants to meet your manpower!
Which departments appear in every issue
A short rundown of departments or sections that are present in every issue helps people get a feel for your brand and sets an expectation for each issue.
Ad sizes, pricing, and material dates
Sales people would say this is the most important feature. It is imperative to spell out sizing, including bleed and trim, so advertisers and agencies don’t have to keep running to you for more information. Include it here, and you’ll save the headache for another day.
This is the section that designers would argue is the most important element for the media kit. Here you would include all file types/extensions allowed (.jpg, .png, .ai, etc.), the way fonts should be included for an ad, color preferences (RGB vs CYMK vs Pantone…), and lastly preferred file types, for example – PDF, 300 dpi, fonts embedded, CMYK.
Of course, you can add to this list or take away any elements that aren’t relevant to your brand, but together these create a great foundation for a basic media kit. Once you have these compiled, you are not far from creating a branding asset that keeps on giving. Two final tips: Post this online! Keeping this on your website, and updating it as needed, is the best way for customers and clients to find it.