What is a pitch?

A pitch is a story idea you submit to an editor. If they like your pitch, they may commission you to research and write an article based on your story idea.

Why is the art of pitching so important?

Busy editors can receive hundreds of pitches every week. Some will be from writers they know or have commissioned in the past. Others will come from writers they are unfamiliar with. Many editors say they work on ‘gut instinct’ and can usually tell from the first few sentences whether a story interests them or not.

Remember, you will need a ‘hook’, why is your idea relevant? As a beginner your biggest challenge may be getting editors to even read your ideas! That’s why the art of pitching is so important. With the odds stacked against you, the ability to write pitches which make editors sit up and take notice is a definite advantage.

How do I pitch?

Most editors now prefer email pitches, although some still like a phone call so it’s worth finding out which they prefer before you pitch. You can often get this kind of information from the receptionists but if not pick up the phone and ask. Most editors will be happy to tell you – providing you don’t call on deadline!

When should I pitch? Before you pitch, it’s important to find out about lead times, which differ from publication to publication. Generally speaking, most monthly magazines work at least two to three months ahead, so if you pitch a wedding article in June or a Christmas article in December then your chances of publication are going to be slim. Lead times on weeklies and trade publications vary, so rather than waste your time writing an ill-timed pitch, just pick up the phone and ask. Editorial assistants/junior staff should be able to give you this kind of information. Lead times on daily newspapers can be just days or hours, so if you’ve got a hot idea or your story is particularly timely, it’s usually best to pitch over the phone.

Things to remember:

• Be polite – always ask if it’s a good time for them to talk.

• Know your market – it’s worth having a bit of knowledge on the subject before you pitch, especially if it’s a specialist trade magazine. It saves on researching time.

• Never say no – if an editor turns round with a short deadline make time for it! If you do them a favour they’re more likely to remember you.

• Be patient – If the answer isn’t the one you were hoping for then ask for feedback and ways to improve on your next idea. Don’t get put off pitching to that spot again by one rejection, they might not like this idea but they could love the next one.