Media kit
The pack a publisher sends advertisers: audience size, demographics, formats, rates and past campaigns.
Media kits are marketing documents, and the numbers in them are the publisher's own. That does not make them false, but it does mean the interesting question is where each figure came from and over what period.
The figures worth asking for are the ones a publisher cannot flatter: not "reach", but subscribers who opened something in the last 30 days; not "downloads", but unique listeners over a defined window.
How LinkBourse handles it
Audience numbers on a listing carry the source that produced them — self-reported, screenshot, or connected analytics — and the label is shown wherever the number is, because an unlabelled number is a claim wearing the costume of a measurement.
Terms it depends on
- Rate card
- A publisher's published prices by format — the starting point of a negotiation, not the end of one.
- Open rate
- The share of a newsletter's recipients recorded as having opened it — an increasingly unreliable number.
- Verification
- Proving that the person selling a placement actually controls the property it will run on.