Re: ONLINE-ADS>> Web Site Media Kits

Ray Taylor (taylor_at_bizbiz.com)
Tue, 10 Jun 1997 21:43:34 +0100

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> From: Mike Pooler <pooler_at_pcgame.com>
> I'm in the process of creating a Media Kit for my site (www.pcgame.com)
<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?

YES, but only if the printed materials contain lots of relevant
information.

> Or do I need a full-color, spiral bound, glossy Media Kit?

NO. Some buyers are impressed by this, so if you have lots of spare
budget and friends and kin in the print business, go ahead.

> Should it be concise and factual? Or high and lofty?

Concise and factual gets my vote every time. But for the best of both
worlds, why not have some high and lofty stuff on the covers. with lots
of relevant info on the printed inserts.

> 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.

YES, YES, YES. Given the ease with which you could do it, it would be
stupid not to. I only wish every site has a web media kit. It would save
me an awful lot of time.

> 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?

Only two things count as far as I am concerned. (1) Access to relevant
information about the ad inventory and (2) indications that the site can
provide a high-level of service.

I cannot pass on advice to a client without both of the above. The rest
is for the client to decide.

I reject a site because it is not relevant to the client's needs,
because I don't know that it is relevant to a client's needs, or because
I haven't got the time to keep chasing up emails that are not answered.

Print and broadcast buyers can afford to spend half their time being
wined and dined. Web buyers need the facts, now, and no bull.

Ray Taylor
New Media Communications
London

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