The Importance of a Demographic Survey for Your Media Kit

There are two main reasons why you should know your blog’s key demographics, for yourself and for advertisers. surveydemo


Knowing your readers a little more can help you determine what topics you might want to talk about. For example: When I started my food blog, I did a lot of cooking from scratch type recipes that take time. They were great and well received but once I saw the results of my demographic survey, I knew that I needed to make a few changes. Over 50% of my readers are moms who work outside of the home and don’t have time to cook from scratch. I then decided to start sharing recipes that were fast, easy and usually under 6 ingredients. Once I did that, I noticed my numbers went up. And by numbers, I mean my traffic and subscribers both saw an increase.

So you can see, by getting to know who your readers are, you are able to make subtle changes that can make a huge positive impact in making your blog successful.


By providing advertisers with your demographics, they are able to decide whether their products/services will be a good fit for your readers. This helps them determine whether or not they should buy advertising space as well.  Advertisers love demographics because they are statistical!  HAHA, I made a joke.  Okay…so moving on.  They want numbers plain and simple and to see if working with you would benefit them.


Some basic questions you might want to ask in your demographics survey:

  • *) Age
  • *) Gender
  • *) Marital Status
  • *) Education
  • *) Family Income
  • *) How many children
  • *) Employment

Feel free to add any other questions that you think are appropriate but try not to make it too long.  People are lazy and most often dislike surveys unless some incentive is included.  Demographic surveys are anonymous and I encourage you not to do incentives because then you’ll rake in people who are not regular readers of your site(s).  Your loyal readers  will take the time to answer a few questions for you.

3 Resources to Create your Survey

These first two are paid for any responses over 100.  Under 100, it’s free.  They are very reputable companies.

And my favorite (because it’s free and I’m cheap frugal)

When in Google Docs, you simply click on New and then Form.  Create your questions and go!

Demographics absolutely should be in your media kit.  You will be helping your blog by learning more about your readers and providing advertisers good solid statistics that will show that you are serious about working with advertisers.

Join The Discussion




  1. 1

    Coming from a company’s perspective, this information is invaluable when you are trying to get advertisers. The survey’s are super easy to set-up, as you mentioned, but can help you not only get advertisers but also engage your readers because you know who they are. Thanks!

    Krista Parrys last blog post..Snowmamas and Mom It Forward Summer Vacation Giveaway

  2. 2

    Elise says

    Thanks so much for this. This kind of information is great for newbies like me.

    Elises last blog post..Only in a Woman’s World

  3. 3

    Lori, I hadn’t even thought of this – definitely good information. I will have to use these ideas for one. Thanks so much!!

    Andrea @ Mommy Snacks.nets last blog post..Menu Plan Snack: Week of March 2

  4. 4

    Stefani says

    Thanks for posting!

    Stefanis last blog post..Funky Monkey Giveaway Winner

  5. 5

    Rayna says

    this is great info. Thanks for sharing

  6. 6

    I used for my last round of surveys. I was pleased with their services. I did a demographic survey recently (before I started hearing about media kits and what not) to help determine what my reader were like and what they liked to read about the most. I joked, “perhaps you’re not ALL 30-ish females, married with three children like me.” You know what? THEY WERE – with very little variation. It’s amazing what you can learn when you just ask. :)

    Amber @ Classic Housewifes last blog post..Monday Meanderings

  7. 7

    Great information Lori! You, Tara and Christine really rocked it out at Blissdom and I know you all know what you are talking about. I don’t know that I have been blogging long enough to put together a media kit just yet, but knowing the demographic of your readers is so important for other areas of growing your blog too. Thank you for sharing your smarts with us!!

    Tia @ Tiasavingcentss last blog post..Kashi and Annie’s Home Grown

  8. 8

    Stephanie says

    I’ve used Survey Monkey in the past and it’s an excellent resource, but now I want to try Google Docs. I’m all about FREE… :)

    Stephanies last blog post..Great Gifts for Coworkers and Bosses

  9. 9

    Annie says

    Thanks for the information. I’m not at the point where I think I need to find out about my readers, since I know that most are friends and family, but you never know!

    P.S. Saw your picture in an AllYou magazine in an 11 Women ad. Congrats!

    Annies last blog post..Work is a four letter word. Sleep is not.

  10. 10

    valmg says

    I created a form using Google docs and my post appears blank.
    Any suggestions?

    valmgs last blog post..DreamBelly giveaway

  11. 11

    Thanks, Lori :) Exactly the information I was looking for! ;)

    Mummified Times Fives last blog post..Peek-a-boo!

  12. 12

    SugarJones says

    Wow… great info! Thanks, Lady!!

    SugarJoness last blog post..Bravo is the New Zoloft

  13. 13

    Siera says

    I’m so glad that I found your blogs. Thanks for the advice. My only problem is getting a steady stream of readers on my blog…

    Sieras last blog post..Look What New Food I Found

  14. 14

    Thanks, Lori! I’m realizing now how important it is to have a media kit and was looking for this exact type of information. :)

    Deb – Mom of 3 Girlss last blog post..Wordless Wednesday #95 – The ‘gardens’ at Meijer Gardens

  15. 15

    Stephanie @ Keeper of the Home says

    Great info- thanks so much! I am putting together my media kit right now and this will help me get the rest of the info that I need for it!

  16. 16

    I’m just learning about the “media kit”. Thanks for the info, for sure!
    .-= Tracy @ Hall of Fame Moms´s last blog ..Busy being busy. =-.

  17. 17

    If your blog is registered with Alexa, you can access a lot of this information about your readers directly from their site! They track these stats and then tell you them based on the individual readers of your blog who are also registered with Alexa. The stats are supposed to be pretty accurate, and you might have an easier time accessing them than trying to get your readers to take a survey, though the survey is still a great idea!!

    Thanks for this!!

  18. 18

    I recently did a couple of surveys of my readers. I used three survey tools; Survey Monkey, iContact’s survey feature, and Google Docs. Google doc won hand’s down not only because it’s free but because it was easy to download the information and they have pretty graphs, and did I mention it was free?

    The only problem I have with doing surveys is getting people to participate. It may be a universal thing so I won’t worry about it too much, but it sure is nice to have a nice sample of participants.

    I’ll pull my survey results together to include in the media kit I’m creating (from a free template of course ;-).