Surviving Pitch Season: REDUX
After nearly a decade of pitching articles as either a staff writer or freelancer, it is still a season that brings anxiety and excitement. “Pitch season” is the time when most magazines request story ideas for the next year’s editorial calendar and usually falls in the summer. All the magazines want all the ideas and they want them all at the same time—that is one thing that has not changed!
Having spent a few years in this business, and coming up with ideas monthly for a magazine, I always figured it was a piece of cake to rattle off ideas. As I’ve been in the industry, it has become harder and harder to find those great ideas… don’t mistake me, finding sources or inspiration is almost easier these days with social media as a hub. However, the truly great ideas, the sleeper stories, those are harder to mine, in my opinion.
Another factor that makes pitching season harder for me is that I feel many topics are ones I’ve written about, but my memory is thinking about 10 year old topics. HELLO, some readers didn’t read those, or heck don’t remember them! As grueling as it can be to try and gather together ideas for different magazines with emphasis on keeping all the ideas REALLY separate, it is still a goal.
Some gems to remember from the first pitch season survival blog are:
• Do not pitch the same idea to two magazines because unique content is like gold to publishers!
• Consider these factors when crafting a pitch:
- Is it a breed association’s publication? Be sure you know how to access the professional horseman list to suggest sources that fit the bill. Think about how you’ll incorporate an angle that highlights that breed.
- Are you familiar with the magazine? Starting out as a freelancer, you can get a little scattered in your story pitches. Don’t pitch a rodeo-focused story to a magazine that promotes dressage. Read up on each magazine’s needs.
- Does the magazine have a style guide? When some editorial staff send out the email requesting story ideas, the staff include a publication style guide, or tips for the types of articles they want. Look at it and follow it. Work to meet their needs and your rate of success can increase.
With these factors in mind, I’ve continued to pull together stories for multiple magazines. Here are some of the ways I pull it off, with tips and tricks from others tossed in there!
1. Put social media to work.
This was also number two on my first blog, and BOY is it important enough now to bump to no. 1! Most of us follow so many horse trainers, horse owners, ranches, events and veterinarians on social media that it can be a blur scrolling down a newsfeed. But sometimes a post makes me stop—like the Cal-Poly Break-A-Wave event on Pismo Beach in California. That screen grab turned into a pitch that became a feature for Western Horseman’s November 2023 issue!
A post from a friend that is a veterinarian about a horse that survived a terrible mishap can turn into a health column. Magazines are always looking for health topics or stories about how a potential tragedy turned into a story of survival. Pay a little more attention on social media to what can become a great story idea. You can not only mine the idea, but you also have a potential source for the interview and photographs! Instagram and Facebook are my go-to source searching apps.
2. Create a Bucket List Pitch
Last year I wanted to visit one source in Wyoming. One source does not justify an entire trip, so I started researching the area, what other trainers were there and what I could gather to cover the expenses on the trip. And. It. Worked! Where do you want to travel? Find a map, find one source, and get to work!
Don’t be afraid to ask a source about other opportunities in the area for events, breeders, etc. Over the years, I’ve returned to several states because of ideas that a previous source sent me, so go ahead and ask! As you create the agenda, craft pitches and plan, don’t forget to work in some sightseeing time for yourself on this bucket list trip!
3. Save ALL the ideas!
Think of a random idea that relates to riding, owning, showing or even looking at horses? Write down! If you’re driving, text to talk a message to yourself or add it to your notes app! Take a screen shot and stick that screen grab into an “ideas” folder on your computer. Somehow, get that idea down so you don’t lose it.
While I started this process way back when I was on staff at Western Horseman, it’s continued to reward me with story idea after idea! Putting thought into a few of those random jumbles of ideas resulted in solid story ideas, and a few that may be a little crazy.
4. Listen to your friends / parents / partner!
Or your mom, or your non-horsey friend, or your brother, or anyone you know that has a question or idea about horses! This topic also came up when we visited with Ashton Kirkeide for Episode 47, when she was discussing creating content for marketing. If a friend asks a question while watching an event or at the barn with you, that could be the ticket to a how-to article for Young Rider or another magazine. If your mom asks why Western brand specific jeans are necessary for riding, that could be another topic. Keep listening, don’t roll those eyes and take note of the ideas!
5. Volunteer!
If you only have one idea to pitch a magazine, pitch it! Then, in the email to the editor offer your services. Let the editor know you do have veterinary contacts, or ride at a hunter-jumper barn with lots of youth, or wherever you have connections, and tell the editor that if there are holes you can help fill with sources, please send the idea your way! This has helped me garner work in the past, even if I am short on original ideas. It is helpful for an editor to know where to send a story idea that has a specific editorial need, and you letting the editor know your wheelhouse tees you up for the assignment.
You never know where an idea or inspiration can come from, so get all those ideas down in a folder or notebook. Having a huge stock will come in handy once pitch season rolls around. And, when you do hear that some of those pitches were accepted, be sure to celebrate!
For more on HOW to pitch in a professional fashion, re-visit Episode 5: Solid Story Ideas and Pretty Good Pitches. Good luck!