Don’t short-change your media kit. Like other products that revolve around the magazine, the media kit is a brand extension. And the media kit reaches the second of your two major audiences: Media buyers. Communicating your media brand and the mission behind it is just as important to this group as it is to your readers.
With that said, individuality and efficiency are the name of the game. “The media buyer receives hundreds of media kits. Do not do anything to make it difficult for the media buyer to open, read, and understand your media kit,” says Elisa Geneser, art director at Stamats Business Media, who contributed to the award-winning design of the Buildings media kit. “Everything from the feel of the paper to the presentation of the information must be inviting to the media buyer. Do not make them work hard for the information they want.”
Geneser prefers bound pages rather than loose sheets in a folder;but doesn’t go so far to say that you shouldn’t do loose sheets. Just avoid any potential of the sheets falling out and ruining the kit’s message. Buildings’ kit is an 11-inch by 9-inch horizontal format with a wire-o binding. Geneser notes that this format stands out from competitors and has the added benefit of easy transfer of the print files to PowerPoint slides.
Tom Hogan Jr., VP of marketing and business development at Information Today, a Medford, New Jersey-based publisher of information and knowledge-management products, ditched the traditional folder in favor of a three-ring binder. Hogan says that positive anecdotal feedback from sales managers and clients on the kit’s look and feel point to a successful transition. And competitors have since asked where he gets them.
Paul Calento, VP of marketing at InfoWorld, emphasizes adaptability. “The kit is designed so that promotional materials can be changed as InfoWorld builds new integrated online products and events. The kit will be adaptable over several years, reducing the need to spend significant amounts on a new media kit each year.”
“While many competitors focus on look-and-feel,” says Calento, “the best kits ﾑsell’ and success is best measured by how it is used to meet and exceed revenue expectations.”
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