3 Things Advertisers Should Be Looking for in the Best Media Kits

So you’ve found a publisher that might be worth working with for a sponsored post or email list rental. You’ve learned a little about them, maybe looked at their website or subscribed to their list.

But now you’re facing a media kit and you have to decide if they’re worth working with or not. Where do you start?

A good media kit is the key to learning crucial information about a given publisher, including their brand, their reach, and who their reader is. But if you don’t know what to look for, it can be overwhelming to be confronted with all of this information and have to make a decision.

We’re here to help. These are the top three things you should be looking for the next time you’re faced with a publisher’s media kit.

The Basics

First things first, you need to know who you’re dealing with. Most media kits will start with a basic introduction to the list, and a description of who the target audience is.

It may contain a bit of history of when the list was started, so you can see how quickly it has grown, or it may have information about the kinds of newsletters the publisher sends.

If you are using Paved to find publishing partners, this information will be in the introductory paragraphs at the top of a publisher profile.


The most important thing to pay attention to in this introductory material is the niche the publisher is in. While you may want to send an email blast to the largest lists you can get a hold of, it is crucial to pay attention to the topic of a newsletter when you send an email blast.

Niche email lists are able to curate a list of people who are interested in a given topic, giving you a great targeting opportunity for your email advertising.

You will likely see better results from a campaign sent to a niche list than if you just target bigger, more general lists.


Another factor you might want to consider at this point is the general tone of the newsletter or blog you’re looking at.

Does this publisher seem to align with the tone you want your brand to be associated with? A buttoned-up brand might want to avoid very casual bloggers, for instance. Or a brand that markets itself to a family audience may want to stay away from a publisher who sprinkles swear words in their copy.

It’s up to you, and many times this kind of question just comes down to gut feeling. Ask yourself: is this the kind of person you want representing your brand?

Who is the Reader?

Next up, you’ll want to seek out information about the readers you can expect to reach through a  campaign with a given publisher. Just like you have an ideal customer you’re looking to reach, publishers have an ideal reader they’re looking to attract.

The publisher’s media kit may have a profile of their ideal reader, or it may have actual demographic data about their readership.

If you’re using Paved, we showcase demographic data—pulled straight from the publisher’s email list and updated weekly—right on publisher profiles.

The main thing you want to look at when you’re trying to understand the readers of a given newsletter is how they align with your own customer base. Obviously, their readership and your ideal customer probably won’t be exactly the same avatar, but you can look for common traits that are important for you.

For instance, if you’re looking to advertise to developers, just check a publisher’s Paved profile and you can see if they are more likely than our platform average to have developers on their list. You can even see the languages they code in.

If you have a particular demographic you’re trying to reach, like females between the ages of 25-34, you can see what percentage of a given list is both female and the right age.

Reader information can provide insight into which publishers you will find the most success with. After all, if you’re targeting your ideal audience, you’ll be more likely to find high engagement and a good conversion rate.

You wouldn’t create a social media ad targeting everyone on Facebook. It’s similarly important to create targeted email advertising campaigns.


Finally, of course, you’ll need to get down to the data to understand if you should work with a given publisher. A publisher’s media kit will contain important metrics of success like list size, open rate, and click rate.

Resist the urge to focus exclusively on list size. While it is of course important to find a large list to contact, you’ll want to balance the list size with good open and click rates as well.

List Size

As far as list size goes, here at Paved we think that 10,000 subscribers is the point at which email advertising will really work out well for both publishers and advertisers.

Of course, if you’re targeting a very niche list, you may even want to work with smaller lists than that. It’s up to you and the subscribers you’re hoping to reach.

Open and Click Rate

List size really means nothing unless you know the open and click rate of a publisher. Even a list of a million subscribers won’t do you much good if nobody is opening the emails!

Check out the open and click rates that the publisher gets on their email campaigns.

If you’re looking on their Paved profile, publishers can connect their ESP, meaning you’ll have accurate data for open and click rates across their last few email sends. We update these numbers regularly, too, so you know what you’re getting into.

Using the click rate for a given publisher, combined with their CPM, you can calculate a cost per click (CPC) that will give you great insight into the real costs you can expect from working with a given publisher.

If you use Paved, you can use the ROI calculator on any publisher’s profile to calculate CPC, and if you enter your landing page conversion rate, you can calculate potential CPA as well.

How to Find Publishers to Work With for Your Newsletter Advertising Campaign

Media Kits Demystified

Now that you know which elements to look for, looking through media kits no longer has to be a pain. By paying attention to important demographics, metrics, and basic information, you’ll be empowered to make the best choice for your company when finding publishers to work with.

To see how easy sponsored content can be, sign up for Paved today. You’ll quickly be able browse in-depth publisher profiles, track the results of your campaigns, and pay publishers all in one place.