I've been asked several times about media kits. I'm just gonna say I don't have a media kit myself so, um, do as I say, not as I do (as usual, ha!). Nevertheless, I have researched it quite a bit and have downloaded & studied my fair share of media kits as examples. Someday when I'm famous I think I'll make one of my own. 
Still, here's a basic primer and some tips…
What is a media kit?
I like to think of a media kit as a blog's business card. Just like a business card provides a snapshot of your vital business information, your media kit gives a snapshot of your blog's vital statistics.
Your business card is given to individuals who might be interested in doing business with you. Your media kit is given to companies or individuals who might be interested in doing business with your blog (like potential advertisers, conference sponsors, PR reps, book publishers, TV producers, magazine writers, etc.).
Basic info to include in your media kit
- Blog name
- Blog address (not the full URL, just the domain)
- Logo, tagline or anything else that is part of your unique brand
- Brief description of what your blog is about or your blog's purpose/niche
- Short explanation of the author(s) (might be just you or others if you have contributors)
- Your target audience (demographics)
- Follower counts for RSS subscribers and email subscribers
- Follower counts for Twitter, Facebook, Google+, LinkedIn, YouTube, etc.
- Monthly pageviews, unique visitors and total visitors
- Other rankings (if notable) such as Google Page Rank, Alexa ranking, Klout score, etc.
- Any significant press mentions, awards, high-profile recognitions, etc.
- Contact info (don't forget this!)
List your partnership and advertising options
Include your advertising options, rates (or stipulations if it's not a rate-based partnership) and payment process. There are many ways to partner with companies. Here are some:
- Ad spots on your site—size and placement (screenshots are helpful to explain)
- Ad spots in your feed
- Brand ambassadorships
- Giveaways
- Reviews
- Sponsored posts
- Conference sponsorships
- Ebook sponsorships (got that idea from Sarah Mae*)
Tips
- Be forthright about why it would be a good idea for a company to work with your blog. Be honest. Don't be shy. And if you offer stats as a reason, prepare to back them up with proof (such as reports from Google Analytics).
- Keep it short and sweet. I've seen media kits that are super detailed and pages long (good example: Simple Mom). I've also seen media kits that are one page long (good example: TipJunkie.com). For most blogs, I prefer the latter myself (because things change so quickly online). But however long, make it easy to read.
- Make it high quality. Period. If you aren't sure how to do it yourself, get an experienced designer to do it for you.
- Use other media kits as an example. Find someone in your niche with a media kit and download it to give you ideas. You can usually find links to media kits on an "Advertise" page.
- Keep it updated. Make a note on your calendar every 3-6 months reminding yourself to update your media kit. (This is one of the reasons I think a one-page media kit is a better way to go; it makes updating much easier.)
- Make it easily accessible. Put a link to the downloadable PDF on your "Advertise" page or at least a note on that page indicating you will email it upon request.
- Don't spam people with it. Be careful when sending your media kit to those who have not asked for it. Make sure you have good reason to send it and if you're not sure, simply ask first.
*affilite link
Thanks so much for this!
Thank you!!
Next post…How to get to be Brand Ambassador from your fav company! 
(hint, hint, LOL)
Thanks Amy! I am bookmarking this post – so helpful!
We're in the process of doing this on our end, too – a little more detailed on specific bits, but I love your overall view!
http://blog.debutantemedia.com/tag/media-kit/
How do you list your rates in something like this? I ask this because, in general- if a large brand wants to place an ad on my site I would want to charge them a way different amount than Sally the Blogger.
How do you differentiate that- or should you?
jenetta
Jenetta,
I just had Laura make my media kit and I listed my price for businesses and wrote next to it "Special Rates for Work at Home Moms, Contact for Details" (or something like that).
Hi Amy. We read your posts all the time.
As for media kits, we've become experts in the last year or so. We have a great Media Kit (private and by request only) and a Media Quick Sheet. The Quick Sheet (single page) is usually what we give out first and for those who want more detailed info, then we give out the full Media Kit with complete demographics and more.
We'd be happy to help others with any tips or would be happy to show you ours privately (not on a post!). Just visit us at http://anationofmoms.com and email us from our website.
The only tip I will give right now is that when making your Media Kit, don't make it so elaborate that changing it to reflect new stats would be too difficult or time consuming.
Thanks Valerie!
i think you're pretty famous. time to get the media kit going!
Oh thank you. You are very kind.
Thank you so much Amy. I've wanted to do this lately and haven't known how to do it or have the time to research it. Thank you for the perfect timing!
Thanks again Amy for such a clear and useful post (I love that every post you write helps move me forward on this journey).
I wonder if you would share why you don't have a media kit yourself. I am just starting out so am not in a rush to have one, but I did assume that bigger bloggers would all have one at the ready. Do you limit your involvement with advertisers, sponsors and PR people or do you approach it in a different way than a media kit?
Well, there are a few reasons I don't have a media kit. Probably the main reason I don't is because it's just not high on my priority list. I've pursued income streams that don't require one, so it hasn't been necessary as of yet. Secondly, yes, I do limit my involvement with companies and advertisers. I should qualify that by saying companies and advertisers are not beating down my door to work with me (LOL!). But I confess, I'm a bit skittish about contracting with a company and being bound to them. I don't have any moral opposition to it (i.e. I don't believe it's wrong and I fully support other bloggers doing so when they feel comfortable), but I just prefer to do my own thing (so far anyway). I do think bloggers need to be careful when navigating this sort of thing. I understand how flattering it can be that a large company would want to work with me or that I'm being offered products, services or cash that would be lovely, however, I think every blogger needs to really ponder what their deeper objective is in blogging and whether or not an opportunity helps meet that ultimate objective.
Thank you so much for explaining all that. There seem to be so many posts (both here in Australia and overseas) lately about media kits, but I felt it was not something I need to rush into any time soon.
I'm in no big rush either.
What a great, to the point, post on Media Kits. I learned about media kits after attending a Bloggy Boot Camp and set to work the moment I got home. It took some time, but I was able to finally find some examples to study and after several drafts and trusted reviews from fellow bloggers, I published my first media kit (which I need to update).
And I'm glad that I did get one, because now that I'm working with brands, I've had to produce the kit for people. Yikes! Just think, a few months ago I would have said "media whaaattt?"
Awesome!
Thanks for the great information! You have a wonderful blog.
You're welcome! Thanks for stopping by.
GReat advice, thanks!
Thanks for this… It is a big help for someone like me who is just starting I. The world of blogging.
Hi Amy,
Would you say that media kits are unnecessary until you have reached a certain level of traffic to your site?
I really think it depends on your blog's purpose, but I would wait until you have a bit of traction. I'm not sure there is a set number, but there are small business without huge advertising budgets that appreciate the ability to advertise for $10 or $20 a month, so once you think that amount is reasonable to ask for, say, a private ad, I would put up a media kit.
Hi Amy
I was asked for a media kit today — two questions 1) can you recommend someone to make it for me? I've googled but haven't found many. 2) How do I decide how much to charge…where do you find the going rates I guess? I have no clue.
Thanks so much Amy! You blog is so awesomely helpful!
Thanks! Found this to be very helpful advice. Keep it up! Great blog.