Publications use editorial calendars to plan the content of their issues. They are also helpful for writers and public relations professionals who want to pitch stories. Companies often use the calendar to determine the best time to advertise in the publication.
An editorial calendar or media kit, is a list of upcoming issues, which details the theme, and planned features. For example, the spring issue may feature weddings or Easter, while the winter may feature Christmas, winter sports or the best vacations for the snowbound.
Most publications make the editorial calendar available to the public. In doing your research, you may find that some do not offer electronic versions – they ask that you submit your request and they will email it to you. For the most part, you can easily find editorial calendars by visiting their website. Look for links or tabs that say, “Editorial Calendar” or “Media Kit.”
Media Kits are full of other useful things such as:
- Information on the Editor-in-Chief
- Circulation information – this can help you determine your costs
- Reader demographics – this can help you determine if this is the right audience
- Promotions
- Advertising rates
- Dimensions and specs – for ad space
- Contract and regulations
- Closing dates
- Direct response rates
Using the editorial calendars and media kits can help you plan your advertising campaign and your budget.