Audience, formats, rates and past results for a company deciding whether to sponsor you.
A sponsor's marketing manager has to defend the spend to someone else, and your media kit is what they forward. The example here is for a made-up weekly newsletter, built so every number can be checked and every price compared. Use the structure for your own newsletter, podcast or channel, with figures you can prove.
Who it's for
Newsletter writers, podcasters and creators who sell their own sponsorships. You send it when a company asks for rates, or with a pitch to one you'd like to work with. The reader is a marketer with a budget, a spreadsheet of other options, and a boss who will ask what the money bought.
With a few hundred subscribers and no sponsor yet, a full kit is early. A short note with your audience and one price is enough to start.
What a good one contains
- The number you can stand behind. The sample leads with about 9,900 opens a week and gives the list size, 18,400, second. Marketers discount a subscriber count on sight.
- Where each figure comes from. A date, the dashboard it was read from, and the survey's size: 1,312 replies. Offering screenshots costs you nothing and answers the doubt.
- The audience in the buyer's terms. Acres farmed and yearly spend on supplies matter to a seed company more than age would. Pick the two or three facts your sponsors sell against.
- Formats with a result beside the price. Primary sponsor: $1,200, 410 clicks on average, $2.93 a click. That last figure goes into their spreadsheet, so do the division for them.
- Past sponsors and what came back. Four companies, what each booked, the clicks, and one outcome such as 340 catalog requests. Seven of ten booking again says more than a quote does.
- Open dates. Twelve Thursdays, five already taken. A sponsor can ask for specific weeks, and the booked ones show that others are buying.
- How to book, and your rules. Four steps, payment terms, and what you won't run. One sponsor of a kind per month is a promise they would have asked for anyway.
Numbers that survive a second look
Quote averages over a stated run, like the last twelve issues, and never your best week. A sponsor shown 410 clicks who gets 250 won't book again. The sample's footnote says results depend on the offer, and yours should too.
Date the kit and replace it when the numbers move. Update the figures and the open dates on the same page, and the link in last month's pitch opens this month's rates. Ask each sponsor before you publish their results, and leave out anyone who says no.
How to send it
With a password. It shows your rates and what past sponsors got for their money. Give the password to the companies you pitch, and to nobody else.
Every page you publish gets one link that opens in any browser. You choose who can open it: anyone with the link, anyone with the password, or only the people and company domains you name, who sign in with Google or Microsoft. Change the page later and the link stays the same.
