MEDIA KIT ANALYSIS
Creating a good media kit is a little like preparing a good meal. The foundation of any great meal is invariably based upon its core ingredients as well as the culinary capabilities of the person preparing it. However, regardless of your level of culinary prowess, having the key ingredients is paramount and inextricably connected to the success of the final product.
New magazine publishers tend to be so enthralled with their new title that they often minimize or completely overlook their magazine's media kit. These publishers often don't recognize or understand the synergistic relationship that exists between the magazine and the media kit and the crucial role that the latter plays in the ultimate success of the former.
The media kit analysis consists of a thorough overview of your magazine's media kit to ascertain its overall effectiveness at advertising revenue procurement. A media kit that is optimized for advertising procurement contains all the key ingredients necessary for an advertising agency media buyer to make an informed media buy decision. The key word here is information and this is the area where quite a few magazine media kits fail miserably!
40% to 60% of all new magazine launches in the US are what are commonly referred to as “Mom and Pop” publications. These are small circulation magazines started by people who typically have very little or no experience at all in magazine publishing...
In regard to the first point, unlike the few books currently available that assume you have a sizeable staff and millions of dollars in startup capital to launch your magazine, Magshoestring presupposes that you know nothing at all about magazine publishing and, in addition, are literally on a shoestring budget. Why? Simply because 40% to 60% of all new magazine launches in the US are what are commonly referred to as “Mom and Pop” publications. These are small circulation magazines started by people who typically have very little or no experience at all in magazine publishing and, quite unfortunately, it is precisely these aspiring neophyte entrepreneurs who are completely overlooked by books on the subject.