Writing a media kit sometimes turns your attentions back to your publication and your year-round marketing needs. Here is one example of how properly defining your magazine can help your media kit perform better.


Do you have a statement of purpose? You know that short, keyword-rich* statement that says: “We” do (what) for (who) through (how) for (why). There are a lot of names for this: mantra, positioning statement, elevator pitch, value proposition. Sometimes it is your tagline. Whatever you call it, it’s short. Note, if it also fits your competition’s publication, then you have not described your publication. It needs to be accurate, but it could embody your short-term goals in an aspirational way, but it must always, always align with the association’s goals.

Why is a Mantra important?

It serves as the litmus test for all decisions taken for your publication. If many of your choices, like articles and services to your readers, don’t fit your mantra then it clearly identifies an issue that needs to be addressed.

Making it clear to your readers what your publication offers helps you get the right readers who will be more likely to keep reading. And simply out, a high volume of readers and a clearly stated offering helps you sell ads.

So, know who you are. Let your readers and advertisers know.

*Keyword-rich. Your mantra should say it plainly. The words that it contains are those which define you and therefore are your keywords — you know, those words or phrases that people put into the search field: magazine or journal; florists or asset-based lenders; association name or leading industry service term. It’s not your association’s words, it your readers’ words.

This article first appeared as a sidebar in Signature magazine.