Do-it-yourself media kits

Folio: The Magazine for Magazine Management, Feb 1, 1997 by Erica Ramus

To save money, we chose not to have custom papers printed. Instead, we searched through office catalogs that sell "creative" desktop papers to find the pattern that matched the image we wanted to convey -- high quality, serious, yet within reach. We settled on a classic ivory linen papers; a preprinted gold stripe at the top of each sheet clearly sets off each section and gives the kit a quality feel. From the same design line we purchased laser paper to print matching business cards, but we also could have brought tri-fold brochures, border paper, envelopes and notes cards with the same pattern. The salesperson can write a customized letter to the advertiser on the same style paper.

Preprinted designer papers are more expensive than plain paper (they average 10-cents a sheet more, or $15 per pack of 100 pieces of paper), but are considerably less expensive than custom printed sell-sheets from a "real" printer. They are also much more flexible, as you can change one element of the kit -- or even one line on the rate card -- without running up major printing bills. We produce about 50 media kits at a shot at our office, and each time we change the information a bit. For example, after the closing date for each issue has passed, we print new insertion orders, erasing the closing date information for the issue that is now history, and highlighting the information for the issue we're now working on.

Something has to hold your sales sheets, and most often it's a custom-printed folio. Even relatively short pressruns of a simple folio with your logo can cost thousands of dollars. Instead, we choose to use a plain, highgloss green two-pocket folder with a business-card slot. Cost: less than $1 each. The shiny cover is a nice contrast to the earthly paper inside, and has a thick, quality feel. You don't need a logo on the cover to help an advertiser remember your publication. But it does help if the envelope stands out on an advertiser's desk. An attractive or unusual envelope may get your media kit read faster.

Remember, however, that although the folder and envelope are important, the information inside the kit shouldn't play second fiddle to a fancy container.

Follow through. Once you have created your new media kit and sent it out, don't just let it sit there. Call a week after mailing the information. Ask if the media buyer got your package, and if he or she has any questions about magazine. It may seem like a simple concept, but apparently not all ad salespeople follow up the media kit with a courtesy call. We contacted 12 magazines and requested media kits; of the 10 that actually sent materials, only three called back to try to make a sale.

Oh, and by the way -- we are now advertising in one of the pet magazines whose salesperson did call to ask whether we had any questions.