6. Media Packs

Media packs are used by magazines, newspapers, broadcast stations and websites to sell space to advertisers. Their key function is to provide audience and pricing information so that media planners and buyers will include the title or channel on their advertising schedules. Much of the information, for example on the demographic breakdown of the audience, is best provided in graphic format. For the rest, keep copy to a minimum; media pack readers are ultimately more interested in the figures than in the words. However, it is a good idea to find out during your briefing whether there is anything that sets the publication, channel or site apart from its competitors, and bringing this out in the text.

Confusingly, if you work in PR (see previous chapter), you may find that ‘press packs’ are sometimes referred to as ‘media packs’. Obviously the two are quite different, so make sure you know what you are talking about.