For any web site making money through advertising revenue, the creation and deployment of a media kit is an extremely important process.  The media kit for web sites is an informative guide to advertising on a web site, often including advertisement prices, banner locations and available advertising space.

The creation of the media kit can be a complicated and daunting task if you have never done it before.  Where do you even start?

The following steps will help you get started, and from there it will be a piece of cake.

1. Take an Inventory

Do you have existing advertising?  Do you know how many ads you will be putting on your web site?  Before setting up a media kit, it is a good idea to nail down the foundation of your advertising availability so that you know exactly what you will be offering to potential advertisers.

2. Evaluate Competitors

How are your competitors doing their advertising?  Your competitors can tell you a lot about not only where to put the advertising but also the advertising landscape.  If bigger competitors are struggling to find advertisers, it could be an indication that the advertising dollars in your web site’s industry are not available.  If this is the case, you may want to hold off on creating a media kit or adjust your plan to attract advertisers that are cautious about advertising in your industry.

3. Find Samples

There are media kit samples all over the internet, and evaluating what you like and don’t like is a good starting point for creating your media kit.  Simply type in “web site media kit” into your favorite search engine, and you should get thousands of results.  This is also a good idea to take an inventory on the format of the media kit – PDF or webpage.

4. Develop an Outline

Writing a media kit seems like a big process, but it really comes down to what you learned when writing a paper in school.  Plan ahead with an outline.  Outlining the media kit will make the process much faster, rather than adding and subtracting sections in a disorganized fashion without an outline.

5. Create the Media Kit

Once the media kit is mapped out, it is time to start putting it together.  Since your media kit is an important tool in your advertising sales, it is important to make it look neat and provide traditional calls to action.  Creating the media kit can take some time, but the difference between a good and a bad media kit can easily be reflected in sales.

Seth Trachtman is a Web Marketing Account Manager for The Net Impact Web Design St. Louis.

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