How to Build a Media Kit That Lands Sponsors

When a brand considers sponsoring you, they ask for a media kit. If you don't have one — or it's a mess — you look unprepared and lose the deal to a more polished operator. A good media kit does the selling for you. Here's what goes in it.

Lead with the audience, not the numbers Sponsors don't buy subscribers; they buy access to a specific kind of person. Open with a one-line description of who reads you: "18,000 marketing leaders at B2B SaaS companies, 60% director-level or above." That sentence is worth more than any raw count, because it tells a sponsor whether their customer is on your list.

Show the metrics that matter Include the numbers sponsors actually evaluate: subscriber count, average open rate, average click rate, and issues per week. Use opens (not sends) as the basis for reach, since that's what determines results. Be honest — inflated stats get exposed the moment a campaign underperforms, and the newsletter world is small.

Add audience demographics If you have them, include role/seniority, industry, company size, geography, and income band. Run a one-question subscriber survey with Typeform or a Google Form to gather this. Demographic depth is what justifies a premium CPM — a sponsor pays more when they can see their exact buyer in your data.

State your ad formats and rates clearly List what you sell: primary sponsorship, classified/short mention, dedicated send, and their prices. Publishing rates saves everyone a negotiation cycle and signals confidence. Price on CPM — commonly $20–$50, higher for premium B2B niches — and note any package discounts for multi-issue buys.

Include social proof and past sponsors Logos of brands you've worked with, a one-line result ("drove 400 signups at a $12 CPA"), or a short testimonial removes risk from the buyer's mind. If you're new and have no sponsors, offer a discounted first placement in exchange for a testimonial and use that to seed this section.

Make it a clean one-pager and easy to book Keep it to a single well-designed page or a short PDF — Canva has templates. End with a clear call to action: your email and a booking link. Listing on a marketplace like Paved, Passionfroot, or beehiiv's ad network puts your kit in front of brands actively looking to spend.

The takeaway Audience first, honest metrics, demographic depth, clear rates, and social proof — on one clean page with an obvious way to book. A sharp media kit is often the difference between a sponsor saying "send me your info" and never hearing back.