Media Kit Info

Replies to This Discussion

Permalink Reply by MagazineLaunch on April 30, 2009 at 12:04pm

demographics, distribution info (press run, number of locations, types of locations, etc.) brief summary of how your publication benefits the customer, possibly ad rates depending on your sales strategy. Make sure not to jumble it up with a lot of fluff and extra crap. I've set my media kit up as having an outer generic company folder, with inserts for the distribution, pricing, etc. so I can choose which parts go to each client, and also so that the media kit can be easily updated by just having new inserts made if pricing or distribution changes, rather than reprinting the whole media kit.
CareyWb
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by The Fun FInder on Wed May 14, 2008 5:11 am (Pulled over from original http://www.magazinelaunch.com Forum)

Permalink Reply by MagazineLaunch on April 30, 2009 at 12:04pm

Do a Google search for "Magazine media kit" and go to a few sites. Most allow you to view their kits in PDF. You can get some good ideas that way. Make sure you get the kits from your competitors.

by magdream on Thu May 15, 2008 5:02 am (Pulled over from original http://www.magazinelaunch.com Forum)

Permalink Reply by MagazineLaunch on April 30, 2009 at 12:06pm

Check out our site (signature) there you can see some other media kits (rate cards)

My Blog: http://www.ratecards.net/blog updates & related topics of http://www.RateCards.net advertising rate cards directory. A new tool developed for advertisers and Magazine Publishers to use internet for find print advertising more efficiently.

y valto on Thu Jul 31, 2008 9:42 am (Pulled over from original http://www.magazinelaunch.com Forum)

Permalink Reply by MagazineLaunch on April 30, 2009 at 12:07pm

My only question, whether its a magazine startup or a potential advertiser is, WHY DO YOU NEED A MEDIA KIT?

Potential advertisers to get you off the phone will ask for a media kit. I always ask "what more would you like to know"? No amount of printed material will answer a question better than you can right there and then over the phone!

Give them the information and ask for the sale. All you are doing today is locking down the spot. If its something they want to do....simply sign and fax back the insertion order and we are done. What is your nearest fax number?

A media kit is a blow off and an excuse. Companies know what a magazine is. Simply give the information to a decision maker over the phone and lock down the spot. No mail or kit required. If they need something in "black and white"....everything will all be printed out on the faxed insertion order.

by kbell on Tue Jan 27, 2009 3:28 pm (Pulled over from original http://www.magazinelaunch.com Forum)

Permalink Reply by MagazineLaunch on April 30, 2009 at 12:08pm

I agree with K. Bell to some degree. Not everyone is a seasoned vet at selling over the phone though, I have been in sales for several years and the media kit was instumental in my face to face appointments and continues to be. I have a regional magazine that has grown in four issues from 18 ads to 43. Plus, no one in this area will give you the time of day until they meet you face to face and gain your trust and I enjoy building relationships that will hopefully last with my clients. If the same goes for you then try http://www.big-e-productions.com.

by hdliving on Wed Jan 28, 2009 1:02 am (Pulled over from original http://www.magazinelaunch.com Forum)

Permalink Reply by MagazineLaunch on April 30, 2009 at 12:09pm

hdliving makes some important points and differences. The main one is when I give advice about print advertising sales....it is ALWAYS for over the phone.

the media kit was instumental in my face to face appointments and continues to be



This is the "touchy feely" (they want to touch and feel the magazine itself) aspect of being with someone in a face to face situation. I have never done that. I use the power of my voice, enthusiasm, urgency, surprise, angles, and passion over the phone to describe my magazine to a decision maker...and then I ask for the sale. That's it. I am sure that it would be effective face to face it’s just that I have never had to try. When using the phone....I can call worldwide 24/7. (For many years I did in-home sales. It’s just that I have never had to do face to face in advertising. I may go a month or 2 without even calling someone in my own State.)


no one in this area will give you the time of day until they meet you face to face and gain your trust and I enjoy building relationships that will hopefully last with my clients



When dealing in very local areas with a very local distribution....that will probably be the case. You will also have MUCH fewer leads and opportunities so that you cannot just "burn through them" like you might with a 10 million company database?! I will say this.....your job of selling advertising over the phone....is to get a decision maker to make a decision. If they will not talk to you about that over the phone....this is someone I would probably not like to meet face to face anyhow. My questions are such that I talk to them about their business first before EVER mentioning advertising of any kind.

I have a regional magazine that has grown in four issues from 18 ads to 43



Thats pretty good! I'd take that any day! Never forget your job as an ad salesperson. Its nice to make relationships but never forget that your job and the future of your company and your paycheck...is that you get a decision maker to make a decision about advertising TODAY. Not tomorrow. Today. If you have to drive over to their company and meet with them...then meet with them...but never forget why you are there....which is to book a spot within your magazine today.

For all ML readers: Avoid getting caught in the "friend zone" until they book an ad!!! Many times a salesman may be timid or scared to push the potential client into making a decision because you don’t want to “lose them”. We’ve all been there. Though let me say….until they are a paying customer…we do not have a relationship. SO PUSH THEM into making a decision so that you can start your great relationship with them. (I actually closed a deal over the phone that way. I said….”look…until you sign and fax that order form back I cannot help my new best friend get that great spot in the publication. This is going to be the start of a long friendship…but until you sign right now there’s nothing I can do. Now can we at least get the insertion order signed today?!”)

by kbell on Thu Jan 29, 2009 1:28 pm (Pulled over from original http://www.magazinelaunch.com Forum)

Permalink Reply by MagazineLaunch on April 30, 2009 at 12:09pm

Good points , and it does depend on the magazine and where your ads are coming from. I did have a few phone only deals that involed local companies (our local shopping mall is one) that the decision maker was a media company in a different state, they wanted a media kit for their files but it definitely did not make the sale, persistence did on that particular one.

by hdliving on Thu Jan 29, 2009 3:12 pm (Pulled over from original http://www.magazinelaunch.com Forum)

Permalink Reply by MagazineLaunch on April 30, 2009 at 12:10pm

hey wanted a media kit for their files but it definitely did not make the sale



I wanted to highlight this line. How many of us have heard this line from someone after we give a presentation over the phone? It may also sound like..."send me something in writing"....or "send a media kit"....or "talk to someone else".....

The reason that people use this over the phone to you is this. By saying any combination of those 3 lines it gets 99.9999% of all salesman off the phone. DO NOT LET IT HAPPEN TO YOU. What generally happens is you will say...."sure...let me send you something and I'll follow up".....or you'll say....."sure what's your address". Whatever the case may be....you will agree to send something (a media kit or something in writing) and it will....and this is important....it will get you off the phone without an order!! That is why someone will tell you to send them a media kit or something in writing. Once you agree over the phone to send something in writing...that call is over. Why? Becasue why talk to you if it will be in writing before we can say another word?! The decision maker has shut off their brain once you agree to send something in writing or send a media kit.

This is why I NEVER send anything in writing. After they say send something in writing.....completely ignore what they just said and ask....."Let me ask you...based on what I just told you...does this sound like something that X company would like to do?" (then be quite) All the writing and mail in the world will do nothing if they do not want to do it or for some reason dislike your publication?


If they say they don't know becasue they need to see something in "writing".....say...."I understand...what more would you like to know?" If they ask a question....answer it using your angles, distribution, and great audience.....then ask for the order again. Like......"All I'm doing today is simply booking the order. A simply fax...signed...faxed back and that's it. Can I go ahead and book that single page right next to the article on financing?"

What you are doing is flushing out objections. Never send anything unless it is something they want to do. And if it's something they want to do...then go ahead and simply book the spot!

Professionals recognize send a media kit or send something in writing as a blow off. Many people say this almost immediatley because even the decision makers have been conditioned to respond this way and they don;t even realize it.

hdliving....I bet you could have closed that mall without the media company getting involved?!!! The media company still had to go back to the mall and get a final decision. Obviously they liked you...so someone at the mall would have signed up right away?!

Postby kbell on Thu Jan 29, 2009 9:54 pm (Pulled over from original http://www.magazinelaunch.com Forum)