What Sponsors Actually Read in Your Media Kit
Your media kit is one of the most important tools you have for winning sponsorships. But here’s a hard truth: most sponsors don’t read it from start to finish.
They skim. They scan. They look for the parts that tell them what they need to know, fast.
If you want your media kit to actually convert, you need to make those parts stand out.
Here’s what sponsors really pay attention to:
1. Audience Fit
Before a sponsor even considers your open rate or pricing, they want to know: Are these my people?
This means:
Who your audience is (demographics, job titles, industries, interests)
Why do they read your newsletter?
Any data points that prove they’re engaged
If a sponsor sees a clear fit, they’ll keep reading.
2. Engagement Numbers (The Right Ones)
Forget vanity metrics. Sponsors care about data that hints at action.
That means:
Unique clicks on sponsored content
Examples of past sponsor performance
Trends over time (e.g., “average CTR has grown 15% over the last 6 months”)
3. Placement Options, Pricing, and Risk
They want to know how they can show up—and at what cost.
Make this section crystal clear:
Sponsorship types (primary placement, secondary placement, dedicated send)
Examples of what the placements look like
Pricing (or a range)
If it takes more than 10 seconds to figure out what they can buy, you’ll lose them.
4. Social Proof
Sponsors love proof that someone else went first and got results.
This can be:
Testimonials from previous sponsors
Repeat sponsorship stats
Mini case studies
The rest of your media kit? It’s nice to have, but these sections do the heavy lifting.
So put the important details up front. Keep it clear. Make it easy to skim. Because the easier you make it for a sponsor to see fit + value, the faster they move from “interested” to “in.”
Want to attract more sponsors who are the right fit? That’s what Wellput is built for—connecting publishers to advertisers who are already looking for newsletters like yours.
