A media kit is a publication's way to communicate why an advertiser should advertise with their organization. It communicates their organization's purpose, the value in advertising with their publication, and gives the advertiser all the information that they need to make a purchasing decision. 

Whether you are creating your media kit from scratch, or updating it for the next semester, this list of media kit must haves includes topics that are key to feature for a clear and concise media kit. 

[DOWNLOAD: Printable Media Kit Must Haves Checklist]

About Your Publication 

Your “about us” section should explain two things: who your organization is, and your audience on campus. What is your purpose and your mission? Who are you reaching and what makes them special?

This section is all about what makes advertising with your organization worthwhile and unique. 

Data and Analytics 

Data and analytics are often grouped together with your “about us” story on the same page. The data that you pull should support your organization’s mission and reach. 

Data to include:

• Campus enrollment and demographics
• Product reach numbers — print frequency, monthly website visitors, social media followers, etc.
• Campus market research — student spending and recreational habits

Product Details 

Each product should have its own page and should include all of the information needed for a buyer to understand that product and if it would be a great fit for them. 

Each product page should include: 

• A description of the product — publication frequency, reach and where it is distributed (if applicable)
• Ad placements — specs, rate, and an illustration/example of what the placement looks like in the product

Publication Calendar

Adding a publication calendar to your media kit allows the buyer to see an overview of when each product is published and what their potential exposure could look like. 

Your publication calendar should be in a calendar format and reflect your months of operation. 

Your publication calendar should include: 

• A key explaining what color or symbol represents what product
• A highlight or symbol on each date that the product is published on 

You do not need to include products that run daily (website, social media, etc.).

‍Distribution Map

Similar to your publication calendar, your distribution map shows your buyer where their advertisement could be visible on campus. 

You should include locations for all printed or physical products, like: 

• Printed newspaper or magazines
• Out of home — newsracks, bus shelters, etc.
• Digital out of home — TV screens, digital directories, etc.

You should also highlight any notable locations and high-traffic areas. 

Deadlines

Including deadlines in your media kit is crucial for setting expectations and boundaries with buyers. Clearly stating your ad deadlines informs buyers about the advertising timeline, allowing them to plan accordingly.

Include these deadlines: 

• Ad sales deadline 
• Creative deadline
• Billing/payment deadline

If the deadlines vary by product, include this information for each product on the matching product page. If your deadlines are the same for each product, include on your ad policy page. 

Ad Policy 

Your ad policy communicates to local and national buyers what ad content your publication is willing or unwilling to run. 

Clarity is critical when it comes to creating your ad policy. This provides a clear framework for your organization's operations.

Learn more about creating an ad policy here.

Other Media Kit Resources

Learn more about ideal products and market rate prices in our Guide to Growing Your Student Media Business.  

Customize our free media kit template to create or refresh your own media kit. The template also includes examples from flytedesk’s student media partners and how they are showcasing their offerings.

If you would like additional support and feedback on your media kit, please contact your flytedesk account manager. 

[DOWNLOAD: Printable Media Kit Must Haves Checklist]