1. Open with one clear identity
Your first slide should give people one thing to associate your whole brand with. Then immediately name your audience as a group, even if you don't have a "community" in the formal sense.
Think "Indie Hackers"
Name your people the same way, then go 2-3 slides deep into who they actually are
Share job titles, industries, and add logos of companies your audience works at
Include big names like Google or Amazon if you have them, and recently funded startups too (funded startups usually have real budget to spend on tools)
2. Show the demographics
Add a map: where is your audience based? (e.g., mostly US-based)
Any other relevant breakdown: job level, company size, whatever's true for you
3. List your properties
Newsletter, podcast, YouTube, community (everything that you have)
Hyperlink to each one
Show the numbers next to each. For example, follower count, open rates, CTR etc.
Pull a real quote from a reader…. it could be something like "I read this newsletter first thing every morning because..."
This does more than any stat can
5. Show recent partners, not old ones
Feature partnerships from the last few months, not something from a year ago
Stale case studies signal you're not actively working with brands right now
6. Add proof of what you actually delivered
Case studies from past partners
Testimonials, in the partner's own words
Partner logos
If you don't have big logos yet: join a good ad network, run a few deals through them, and use those partner logos here. It's a legitimate way to build credibility early.
7. Create urgency
Say you're already booked for the next couple of months
"We're 85% booked for September" works well because it signals demand without sounding fake
8. Make it personal
Show your growth story: how the subscriber count has grown over time
Add a short founder story: who you are, why you started this, what you're building toward
9. Keep the language dead simple
A sponsor should be able to skim your media kit and know in seconds whether they're a fit. So keep it clear and structured
10. Update it every month
Add new sponsors, new campaigns, fresh analytics
Mention somewhere in the kit when it was last updated, so it feels current when a sponsor opens it
11. On pricing: your call
This one's personal preference. I don't put a rate card in my media kit as I've found it can turn some sponsors off before a real conversation happens. But leaving it out can also feel like a turn-off to others.
Add a rate card if you do decide to include it
What I do instead: load the kit with strong campaign analytics and a sense of what media brand you're building. I believe that does more work than a number on a page
The one question to keep asking yourself
If someone is opening your media kit for the very first time, what do you want their first impression to be? Every slide should answer that: who reads you, what you've built, what results you've delivered. Build the kit backward from that impression.