WEEK EIGHT: Media Kits – How viable is the brand?

by lhiggins3396

Having read the Whittaker chapter, consider your new launch. Analyse a media kit, and create a suitable media kit in InDesign for your own publication. 

Jason Whittaker’s book, Magazine Production, gives a clear insight of the importance of marketing and promotion, and how these factors hugely benefit expanding your brand. ‘For the vast majority of magazines, advertising is the key to financial success.[1]

Magazine companies often use Media Kits to promote their brand, giving readers and other companies an understanding of what their brand is about, including facts and figures. Media kits have been proven to be a great selling technique, as they are distributed online and shared repeatedly across the internet. In Magazine production, Whittaker states that media packs are ‘Designed to help strengthen a magazine as a brand, positioning it in the market and indicating such things as the typical reader and audience’.[2]

Alternative arts, culture and news topics magazine VICE have created a media kit appropriate for their demographic. The first page of VICE magazines media kit includes a main image of hip-hop artist, Snoop Dogg, this would not be appropriate to include in a media kit for a female fashion magazine (e.g. Vogue) but is appropriate for the readers of this brand. VICE magazine have also included quotes from different social media platforms such as Twitter and other important companies that fit their brand, the founder of MTV, Tom Freston. By displaying pie charts of the number and sex of their readers, it gives other companies a clear understanding of the target audiences VICE are aiming towards. In Magazine Production, Whittaker also states, ‘One of the principal functions of a media pack is to provide information on advertising costs, which will normally be provided in the form of a rate card’. [3] When creating media kits for a new launch it is important to sell and honestly portray the style of your brand, taking into consideration important facts and figures.

Vice magazine media kit:

(Screenshot from http://socials.uk.vice.com/documents/media-kit/Vice_Media_Kit_2013.pdf)

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Below is a Media kit I created on InDesign for the launch of my magazine, BOLT.




[1] Jason Whittaker. (2008). The Business of Magazines. In: – Magazine Production . -: Routledge Ltd. 34.

[2] Jason Whittaker . (2008). The Business of Magazines. In: – Magazine Production . -: Routledge Ltd. 43.

[3] Jason Whittaker . (2008). Attracting Interest and Circulation. In: –Magazine Production . -: Routledge Ltd. 64 .