RE: ONLINE ADS>> Web Site Media Kits

Stefanie Nelson (snelson_at_dsw.com)
Tue, 10 Jun 1997 10:37:07 -0600

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On June 9, Mike Pooler at PC Game asked:

(snip)

> My question is this- what kind of Media Kit will best
> get this across? Is it enough to get a white presentation
> folder with a black logo, and fill it up with some printed
> materials? Or do I need a full-color, spiral bound,glossy
> Media Kit? Should it be concise and factual? Or high and
> lofty?

> Second question- is there any value in having a web-based
> Media Kit? The Web is what we do best, so a web-based Media
> Kit would be easier for us to develop without a lot of expense.

> Can anyone tell me, as an ad-space buyer, what in a Media Kit
> has moved you to go with one site while rejecting another?

Mike,

While I can't speak for all, I can tell you what I prefer to see in a
media kit: relevant information. Include your site's target audience,
recent demographic/psychographic information, rates, specs, contact
information, and maybe a couple copies of write-ups about your Web
site. It doesn't matter if it's expensive full-color, glossy as long
as it looks nice, is easy to read, and has the information we are
looking for.

In regards to web-based media kits, I personally don't mind them as
long as they are put into a few easy-to print-pages, and I am notified
when the kit is updated.

Hope that helps!

Stefanie L. Nelson
Senior Media Planner, Interactive
Euro RSCG Dahlin Smith White
snelson_at_dsw.com

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