Five Things To Include In Your Blog’s Media Kit
In order to progress further on the Great ABDPBT Product Placement Experiment, I’m going to need a media kit to give to potential sponsors when I approach them about a partnership. A media kit is basically just an informational packet (a pdf, or a section of your website) that gives sponsors an idea of what a site is about, what kind of mission you have for your business, who your readers are, and (in short) why they would want to partner with you. Here are the sections I’m including in the media kit I’m creating for ABDPBT, which I’ve created using the highly scientific method of looking at what other people have done and adapting it to my own purposes. Once I’ve completed my own media kit, I’ll share it here with you guys for critique, and I’m hoping that any of you who have already done this will chime in with thoughts or suggestions in the comments.
- An ABOUT page.
This is similar to, but not exactly the same as, the About page from your blog. It should mention the general philosophy of your site, and a general mission statement for your site. You can think about this section as trying to answer, in really general terms, why you write, and why people are interested in reading what you have to say.
- An EDITORIAL page.
This page gives a rough idea of what kinds of material you write, on what topics, how often, and the format in which they usually appear (i.e. blog posts, ebooks, newsletters, consults, et cetera). This will give the reader of the media kit an idea of how their brand might hope to interact, i.e. if there is an opportunity for them to fit seamlessly into your content in a manner befitting product placement, or if they will have to depend on more traditional ad placements.
- AUDIENCE PROFILE page.
This page dresses up the stats about your readership you get from Quantcast into terms that can appeal to a company (the above example is from the Daily Candy Media Kit. For example you might say, “the ABDPBT reader is: . . . . well-educated (over 67% of the readership has a graduate degree” or ” . . . . urban (over 20% live in major metropolitan areas.” How you arrange this section has a lot to do with what your most significant and attractive stats are. Think about what things are most important to advertisers, particularly the brands you intend to approach, and emphasize those.
- A SPECS page. This page tells the brand all of the various different options available to them in terms of advertising, product placement, partnerships, what have you. The more established your blog is, the more details you will be able to provide here; for example, for ABDPBT, I can say that I have one 160 x 900 skyscraper ad per regular blog page available, one 300 x 250 ad slot available on the landing page, and a leaderboard on the crossword page. You will want to include any restrictions you have on advertising here as well, e.g. no flash, no roll-overs, no special sizes or what have you.
- A RATES page.
This last suggestion is optional: some media outlets will include an information sheet listing the going rates for ad placements and the like. This is probably going to work best on well-established sites that have a track record of private advertising sales; because of this, you might consider leaving it off your first draft of a media kit — it’s tough to tell people your going rates when you don’t know how much people are willing to pay yet. Once you’ve established yourself as a media outlet with various successful placements and advertising sales, you can amend your media kit to include this page in greater detail.