A rate card is a one-page list of the ad space you sell: where each slot is, how big it is, how long it runs and what it costs. Advertisers can read it in a minute and decide, and you stop answering the same questions by email.
Copy the template, replace the braces with your details, and send it or put it on your site. You can also download it as a spreadsheet.
The template
RATE CARD: {site name} {site address}
About: {what the site covers, in one or two sentences}
Readers: {who reads it}
SLOT 1: {slot name}
Placement: {where on the page}
Sizes: laptop {width} x {height}, tablet {width} x {height}, phone {width} x {height} pixels
Format: {file types accepted}
Duration: {duration}
Price: {price} USD {per month, or what the price covers}
Available from: {date}
SLOT 2: {slot name}
Placement: {where on the page}
Sizes: laptop {width} x {height}, tablet {width} x {height}, phone {width} x {height} pixels
Format: {file types accepted}
Duration: {duration}
Price: {price} USD {per month, or what the price covers}
Available from: {date}
Terms
- Banner due: {deadline}
- Review: I review every banner before it runs and can decline it.
- Payment: {when payment is due}
- Contact: {name}, {email}How to fill it in
Slot name. Give each slot a short name an advertiser can refer to, such as "Top banner" or "Sidebar".
Placement. Say where the slot sits on the page, and on which pages. "Top of every article page" tells an advertiser more than "header".
Sizes. Give the exact size in pixels for each screen type: laptop, tablet and phone. For example, 728 × 90 on laptop and tablet and 320 × 50 on phone. Advertisers send one banner file for each size.
Format. List the file types you accept, such as PNG, JPG or GIF, and any file-size limit you want.
Duration. State how long the ad runs, such as one month or a number of days. A set period is easier to agree on than an open-ended arrangement.
Price. Use one currency and say what the price covers. The simplest is a monthly price, for example $100 per month. Any other terms are yours to set.
Available from. Give the first date the slot is free. Update it when a slot is booked.
Notes. Anything an advertiser needs to know: whether the link must go to a specific page, whether you decline certain categories, whether the slot is shared.
Add a short description of your audience
A rate card works best next to a few lines about the people who read your site. This is the core of a media kit. Cover:
- What the site is about
- Who reads it
- Anything else that tells an advertiser whether your readers are the people they want to reach
Use only figures you can back up, for example from your own analytics. Leave a figure out if you are not sure of it.
Where to put your rate card
- On a page of your site, linked from your "Advertise here" spot, so interested businesses can see it right away.
- In the message you send to a business, as the template or a link.
- As a file you can attach when someone asks.
Update it whenever your slots, dates or prices change.
From rate card to Zone
SponsorZone is a tool for selling one fixed slot on your own site. A Zone records the same core details as a row on your rate card: the price in USD, the duration (7 to 75 days) and the size. It gives you the embed, the storefront, the review step and the payment. It is free to start, with no subscription, and takes 10% of each sale.
Check out a full guide on selling ad space here and one on finding advertisers here.
Frequently asked questions
What is an advertising rate card?
A rate card is a list of the ad space you sell and what each slot costs. It usually shows the placement, the sizes, how long the ad runs and the price.
What should a rate card for a website include?
For each slot: its name, where it sits, its sizes, the file types you accept, how long it runs, the price and the first date it is available. Add the terms that apply to all slots, such as the banner deadline, how you review banners, when payment is due and who to contact.
Should I put prices on my rate card?
Listing a price lets advertisers decide faster and spares you from answering the same question each time. If you leave prices off, you will have to quote each advertiser separately.
What is the difference between a rate card and a media kit?
A rate card lists your slots and prices. A media kit describes your site and your audience. They are often shared together, and this template includes a short section for both.
How often should I update my rate card?
Whenever your slots, dates or prices change.
Is this template free?
Yes. Copy the template on this page or download the CSV file and use it as you like.