What is a media kit and what should it include?
What a media kit is for, the sections every publisher media kit should have, and how to make one that sells audiences rather than ad space.
Written by Samhub with the help of AI·Updated 13 Oct 2026·4 min readA media kit is the document a publisher gives advertisers and agencies to explain who it reaches, which ad formats it offers, what they cost and what results advertisers can expect.
What a media kit is for
Buyers use media kits to shortlist publishers. A good one answers their first questions before the first meeting: who are your readers, how many are there, what can I buy and what does it cost.
What to include: a template outline
About you
Your brands, what you cover and why readers come to you. One page at most.
Audiences you can target
The ready-made audiences buyers can book, named in their language, each with a weekly reach.
Formats and specs
Display, video, native, newsletters, sponsored content and print, with sizes and file requirements.
Prices
Your rate card, or price ranges and package examples.
Proof
Case examples and results from earlier campaigns.
Contacts
Who to call, and how to book.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Common media kit mistakes
| Mistake | Better |
|---|---|
| Only page views and unique visitors | Show who the readers are and which audiences can be booked |
| Numbers from years ago | Update audience figures at least twice a year |
| Placements only | Lead with audiences, then show where the ads run |
| No results | Add at least one campaign with measured results |
Turn the media kit into a sales tool
The strongest media kits are built from live data. When your audiences, reach and examples come from the same platform your sales team uses, every proposal and report tells the same story as the media kit.
More ad sales with data at Stampen Media, using Samhub.
Frequently asked questions
The rate card lists prices. The media kit is the full sales document, which usually includes the rate card.
Long enough to answer the first questions, often 8 to 15 pages or slides. Put details such as specs in an appendix.
Update audience numbers at least twice a year, and prices and formats whenever they change.
Both work. Many publishers keep a short web page for discovery and a PDF for buyers who want to share it internally.
Related terms
Plan, report and validate campaigns on your own audience data, and win back direct deals.
- A walkthrough with your own data
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Turn your audience data into more revenue
Get the Media Monetization Playbook: how media houses turn first-party data into higher CPMs, data deals and direct sales. With checklists for every step.
