Question

Topic: Taglines/Names

Media Kit Vs Buying Guide

Posted by Anonymous on 12/30/2004 at 2:59 PM ET 250 Points
Hello All! I am the marketing coordinator at an established newspaper. I am right out of college and just started in this position 6 months ago. The marketing position here is new, in the past departments kind of did whatever, whenever. I am now in the process of building a media kit however I have an associate who is challenging the name of the media kit. He is almost forcing me to name it a "Buying Guide". I didn't think naming a media kit anything other than "Media Kit" was even up for discussion. My arguement against this is that it sounds like advertising in our newspaper is a large investment that needs a major decision, like a new home or a new car. I think buying ad space in the newspaper should be far from that. I have brought the question to my publisher however he hasn't made a desicion on it. What do you think is an adequate name for a set of facts about a company that will be brought to a potential advertiser? Any insight either way will be helpful.
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  • Posted by Deremiah *CPE on 12/30/2004 at 11:20 PM Member
    Jessica (this is for free),

    Please I don't won't any points for this answer but I just would like to comment. I've got some free cell phone minutes but it would probably be a waste of time to give this guy a call.

    There is an old saying though I would like to leave you with...

    "A Person convinced against their will is of the same opinion still", or you could also remember "Cast not your pearls before swine lest they trample upon them then turn toward you". Jessica some people just can't appreciate a recent college grad who knows her stuff telling them anything. Keep on doing your thing and keep applying the principles (they work). And like Randall said "IT'S A MEDIA KIT".

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)

  • Posted by bobhogg on 12/31/2004 at 5:27 AM Accepted
    Just an additional "off-the-wall" thought...

    Would it be feasible to create, in addition to your Media Kit (which I agree with earlier answers should be called just that), a "Media Buying Guide" which compares the benefits of advertising in your newspaper with your major competitors, for example?

    This might be a useful selling tool for your ad sales people (and also might help satisfy your associate!)

    Good luck,
    Bob
  • Posted by Deremiah *CPE on 1/3/2005 at 11:55 AM Member
    Thanks Jessica.harkins,

    you seem pretty sharp. And I just hate it when people under estimate the knowledge of our youth and don't allow them to grow without hendering their development. This then makes young people like yourself defensive or either passive and that's not right. When you're wrong Jessica accept it. But when you're right you shouldn't have to go out of your way to prove it by having to go to these extremes. Keep your head up and know that anytime you need to check your self you can always come to this forum and get a good pure word. We will also offer you encouragement and reinforced knowledge from some of the veterans. You may even find here some of the least known intellectually creative people in all the earth (I did). Thanks for sharing your challenges. By the way Jessica when you get a moment please fill in your profile (we would love to know more about your hidden talents, background and areas of strength. You never know someone may need your help off line. It might be me :). Thanks again. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE (Customer Passion Evangelist)
  • Posted by Deremiah *CPE on 1/3/2005 at 5:22 PM Member
    Jessica.harkins,

    thanks for filling in your customer profile. It really does help. Thanks again.
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