LMA recently hosted a webinar featuring Kenny Katzgrau from Broadstreet, centered on best practices for creating effective media kits, particularly for local publishers.

Katzgrau introduced the concept of the “7 P’s” for a successful media kit: Place, Purpose, People, Partners, Pain Points, Process and Products. These elements are designed to ensure that media kits are not only informative but also resonate with potential advertisers by focusing on their needs and the unique aspects of the publication.

Katzgrau emphasized the importance of keeping media kits simple, unique and specific to the advertiser’s problems. He also advises that including pricing directly in the media kit comes with natural tradeoffs, such as qualifying potential buyers at the risk of having some prospects inevitably draw an inaccurate perception of value. Katzgrau acknowledged that pricing might be necessary for certain clients, such as agencies.

The webinar touched on the need to humanize the media kit by highlighting the people behind the publication, the publication’s purpose, and how advertisers can play a part in the publication’s story.

The webinar also covered common mistakes, such as overcomplicating media kits or sending them too early in the sales process, which can lead to potential clients losing interest or feeling overwhelmed. Katzgrau stressed the importance of using the media kit as a tool to reinforce the sales conversation rather than replacing it.

Here are five main points discussed:

  • Focus on the advertiser’s needs: Media kits should be crafted with the advertiser in mind, highlighting how the publication can solve their specific pain points.
  • Keep it simple and unique: A simple, easy-to-understand media kit that includes unique offerings is more likely to engage potential advertisers.
  • Humanize the content: Including information about the people behind the publication and testimonials from current clients can make the media kit more relatable and trustworthy.
  • Purpose and storytelling: The publication’s mission and how advertisers fit into the broader story are crucial elements that should be communicated in the media kit.
  • Avoid early pricing: Leaving out pricing from the media kit can lead to more in-depth conversations, though it may be included for agency clients.
  • Use as a sales tool, not a crutch: The media kit should support the sales process, not replace it. The goal is to engage in a meaningful conversation with the advertiser.

For the complete conversation and presentation, you can watch the webinar on demand. Passcode: ?2K6h5c+

Don’t miss our upcoming webinars: https://localmedia.org/events/

Editor’s note: Artificial intelligence was used to transcribe and create an initial summary of this webinar, which was then edited by LMA staff.