NeW series
Pitching to an editor
Experienced freelance Douglas
mcPherson offers some professional
advice for the novice feature writer
Add that you are attaching an article on Jamie Cullum. I’ve pasted it
example of your writing on the below. This will sometimes get a yes
subject which appeared recently for a pitch that would otherwise
in Whatevermag. Add that more be forgotten. Alternatively, you
examples can be viewed on your may prompt a Thanks but no, which
website or blog (including the at least means you’ve caught their
link), or that you’d be happy to attention – and, if you’re lucky, a
send some. reason, such as We covered this
recently, which translates as You’re
The sign-off on the right track, try again.
End with a line inviting a response, Even if you still get no response,
pros, too. So no Yo Dude! even Content such as Let me know what you think. do try again. Set yourself the goal
when you’re pitching to Kerrang! Your next paragraphs (one if pos- Below the Yours Sincerely etc, add of pitching a great idea to that
sible, and ideally two at the most) your full name and address, con- editor once a week, regular as
The opening should fill the editor in on the facts tact numbers, website and blog. clockwork, until you get there.
Your headline may be the only and encapsulate the story: Finally, to restate your credentials,
thing that’s stopped a busy editor add the words Contributor to: and Pro TiP: Sometimes you get the
clicking delete, but his finger is still Julianne, who has been described Author of: and list (some of) your response ‘We’re already covering this.’
poised on his mouse, so your first as the next Taylor Swift, came to fame previous satisfied customers. It’s easy to assume, ‘The b*****ds
paragraph has to state clearly and on US TV show Dancing With The have stolen my idea.’ In fact, this is
concisely what you are offering: Stars and topped the country charts Numbers game rarely the case. It’s better to think,
with her debut album. But although For an article on caravans, there ‘Well it was the right idea, next time
Dear John she was born in Nebraska, the may be half a dozen specialist lucky.’ Only if it happens four times
19-year-old moved to London when magazines you could pitch it to, a running does it mean the b*****ds
Would you be interested in an she was ten, where she attended top dozen travel magazines and several are stealing your ideas – start pitch-
exclusive interview with the owner of stage school Italia Conte... dozen travel sections in magazines ing them elsewhere.
Britain’s biggest circus? and newspapers. So draw up a list
You should also make clear why of a dozen potential buyers and The fait accompli
The easiest route into many the article is timely: Julianne is mak- pitch it to all of them. Generally, it’s wiser to sell the
markets is through an existing reg- ing her UK concert debut on... It may take a while to subtly per- idea before writing the article. But
ular slot, so you may like to begin: sonalise each pitch to its recipient. sometimes you get the equivalent
Pro TiP: Most features include But if your mass mail-out results of a Hmm, let me think about it.
Would you be interested in a Life quotes, so a punchy quote included in in one sale, with the potential for This could mean the editor isn’t
In The Day interview with... your pitch can work wonders. an ongoing relationship, one day a sure about the subject, isn’t sure
week spent knocking on doors is about your ability to write it, or
Alternatively, try the following Form and function worth the effort. is waiting to see whether another
format, which repeats your head- If you are pitching an article on, say, article, which has nothing to do
line and allows you to write your healthy eating, devote a paragraph Pro TiP: Beginners ask:‘What if two with you, comes off.
first para in the style of an actual to the format you have in mind. editors want the article?’ Pros reply, Whatever the reason, it’s easy
article: Will it be arranged as Ten Tips or ‘You should be so lucky.’ As every cold- to let a potential yes drift into a
a diary-style piece road-testing calling salesman knows, one yes to no. At this point, it may be worth
Hi Sally, a new diet over a week? Which ten nos is a good result. If you do get writing the article and sending it
experts will you quote? Will there two editors after your article, simply in. If it arrives on his desk ready
Would you be interested in the fol- be case studies? What will be the choose the best payer. Remember also to run, chances are that he or she
lowing feature? title and content of any side-bars? that while two titles may be fiercely will run it.
competitive within their market, they
The Country Star From Italia Who are you? won’t necessarily mind if you write Next month
Conte Your pitch has arrived out of the a similar (but not exactly the same) Interviewing Harry Hill (or anyone
blue, so conclude with a paragraph article for a magazine in a different else for that matter).
It’s not often that a chart-topping on your credentials for writing the field, ie interviewing Jamie Cullum for
American country star trained at a piece. This doesn‘t mean where The Times and The Telegraph is a no- Douglas
London drama school, but that was you went to school or the A-levels no, but interviewing him for Keyboard McPherson
the case with Julianne Hough... you have, but your relevant experi- Player and Woman’s Weekly is OK. writes regularly
ence and expertise for the article for national
Pro TiP: Always look for an angle a you are pitching. For an article on Be persistent newspapers
specific readership will be interested infidelity, you might write: Sadly, the most perfect pitch – if and magazines.
in. The above pitch was to theatrical I am a practising relationships unsuccessful – may not even get His non-fiction
newspaper The Stage. They wouldn’t counsellor. I write regularly about a response. Leave it a week, then book Circus
normally feature a US country singer, emotional issues in The Guardian and email again. Same headline in the Mania (Peter
but the Italia Conte stage school Woman. I am the author of Be Your subject box, then: Hi Brian, just Owen) is
angle clinched a centre-page spread. Own Therapist (Piatkus). checking you got my pitch for an available from all good bookshops.
Writers
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forum #99 21
WF99JAN20.indd 2 24/11/2009 10:00:55
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