How to Build a Media Kit for Your Substack Newsletter (And Why You Need One)

Want local sponsors or collaborators? Learn how to build a simple Substack media kit that shows your value, boosts credibility, and grows your income.

Hey, it’s Reginaldo Osnildo—back with a tip that will help you turn your newsletter into a serious, sustainable platform.

Let’s talk about your media kit.

If you’ve ever wanted to:

  • Partner with local businesses

  • Attract sponsors or paid collaborations

  • Get coverage from local press

  • Pitch your newsletter to funders or institutions…

Then you need a clear, compelling, and professional media kit.

And no—you don’t need a graphic designer or PR team to build one.
You just need the right sections, a little confidence, and a clean layout.

Today, I’ll show you exactly how to create a media kit that opens doors, builds credibility, and helps you grow your local Substack newsletter like a pro.

1. What Is a Media Kit (and Why Do You Need One)?

A media kit is a one-pager or short PDF that answers:

  • Who you are

  • What your newsletter is about

  • Who your audience is

  • How many people you reach

  • What opportunities are available (sponsorship, ads, collabs)

It shows that you’re serious, organized, and worth working with.

2. What to Include in Your Newsletter Media Kit

Here’s the must-have structure:

A. Intro & Mission

“I’m Reginaldo, founder of [Newsletter Name]—a trusted local newsletter covering civic updates, small businesses, and cultural life in [City]. Our mission is to inform, connect, and uplift our community with clear, independent reporting.”

Make it short, human, and values-driven.

B. Audience Snapshot

Include:

  • Subscriber count (or range)

  • Open rate (if 40%+, show it off!)

  • City or region you cover

  • Demographics (age, interest, etc., if known)

  • Reader testimonials if available

Example:

– 1,100+ subscribers (and growing weekly)
– 48% average open rate
– 90% based in [Your City]
– Local business owners, parents, community advocates

C. Offerings & Opportunities

What can sponsors or partners do?

List clear options like:

  • Sponsored posts or newsletters

  • Small business features

  • Display ads or native content

  • Event promotion

  • In-kind or product partnerships

Give examples and pricing tiers if you're ready (or say "custom packages available").

D. Past Partnerships or Testimonials

Show social proof!

If you’ve worked with:

  • Local shops

  • Nonprofits

  • Political candidates

  • Community orgs

…mention it here.

And if a sponsor said something nice, quote it!

E. Contact Info & CTA

End with:

“Let’s work together to reach [City]’s most engaged residents.”
Then include:

  • Your name

  • Email

  • Link to your newsletter or About page

  • Optional: social media or phone

3. Bonus: Add Personality and Visuals

Make your kit feel local and human—not corporate.

Use:

  • A friendly photo of you (bonus points if you’re out in the community)

  • Logos of past partners or orgs you’ve featured

  • Screenshots of newsletters or open rate graphs

  • Reader quotes (“I never miss an issue!”)

Keep the design clean and easy to skim—no clutter.

4. How to Build It (No Design Skills Needed)

Tools you can use:

  • Canva (drag-and-drop templates)

  • Google Slides or Docs (export as PDF)

  • Notion (share as a public webpage)

  • Substack About Page (create a “Media” post you keep updated)

Pick the one that feels easiest for you—and update it every few months.

5. When and How to Share It

Use your media kit when:

  • Reaching out to potential sponsors

  • Pitching local businesses or funders

  • Applying for grants

  • Introducing your newsletter to community partners

  • Adding a “Work With Me” link to your Substack or email signature

You can say:

“Here’s a quick overview of what I do and how we might collaborate—my media kit is attached!”

Confidence = credibility.

6. Start Small and Build From There

Don’t wait until you hit 10,000 subscribers.

If you have:

  • 100+ loyal readers

  • 40%+ open rate

  • A focused local niche

…you already offer something valuable.

Many small businesses would love to reach the exact audience you serve.

Want Help Monetizing Your Local Newsletter the Right Way?

If this article got you thinking about sponsors, strategy, or turning your newsletter into a legit local platform, you’ll love my complete guide:

👉 Local Journalism on Substack: How to Create a Low-Cost, Monetizable News Site and Newsletter Network

Inside, you’ll get:

  • A media kit template you can copy

  • Pricing strategy based on your size and niche

  • Email scripts for pitching sponsors

  • Monetization models that feel good (and actually work)

  • A 30-day roadmap to take your newsletter from hobby to income-generating asset

You don’t need to wait until you're “big enough.”
You just need a plan—and a little help putting it into action.