Lesson from the Other Side of the Editor’s Desk: They Want What?

You spend 20 hours researching a great idea, e.g., why kids join gangs, and it’s rejected. Three months (or six months or a year) later, the editor calls: Will you write an article on how to plan the perfect wedding?

Despite the way writing publications constantly encourage us to query with our great ideas, most magazines are planned in-house. Editors and staff decide what stories they want to have written, then find writers to do it. They have annual special sections and departments to fill, and they always have to think about their advertisers. The wedding story fits into their bridal section and will help sell ads to every business that deals with weddings. The gangs article may be fantastic, but it doesn’t fit anywhere, and it doesn’t sell anything. There are publications that handle serious issues, but most of them are newspapers or journals with private funding, not the slick magazines sold at Safeway.

Why did they call you to write about weddings? Your query showed them you were a competent writer. They decided you were worth a try. Pat yourelf on the back and start calling wedding consultants. Once they know you, they’ll be open to your ideas and might even find a way to work that gangs story into a future issue.

One way to get inside the process is to look at magazines’ editor calendars. These rough out the themes and featured topics for upcoming issues. They are routinely given to advertisers to encourage them to buy ads. Do a search for “editorial calendars” or, more specifically, your target magazine’s calendar and see where you can match your talents to their desires. For example, I just looked up the Horizon airline magazine’s calendar. It’s listed under its parent publication at http://alaskaairlinesmagazine.com/horizonedition/editorial. I see that they’re featuring Southern Oregon, the 2012 summer Olympics in England, and gourmet ice cream in July and doing a special section on Idaho in October. Hmmm.

If you really want to write for a specific magazine, study it so well that you know exactly what the editor is looking for and when, then offer to provide it. A good query may get your foot in the door, but the right query will have them inviting you in and offering you a chair.


Lessons from the Other Side of the Editor’s Desk: Response time

I thought I knew a lot about magazines. When I agreed to substitute as editor at a local regional magazine a while back, I figured my years of newspaper work and freelance writing made me an expert on how magazines were planned, put together and published. Wrong!

Writers who think editors are monsters who mangle their manuscripts and laugh at their frustrations have not yet learned the lessons I learned working as one of them. In the next few posts, I will share what I found out. You may be surprised.

1. Why is it taking so long?

You send out the query or manuscript, wait a month, and start to get antsy. Geez, they should have responded by now; what’s holding this up? Maybe they like my idea. No, maybe they hate it. No, maybe . . .

The truth? Maybe nobody has even looked at it yet. It could have gone to an editor who no longer works there and now it’s sitting in a pile of letters nobody knows what to do with. The editor might have opened it, read it, and set it aside to deal with after deadline or until the story meeting, at which the editor, publisher and various staff members discuss content for upcoming issues.

If your submission arrives in the wrong part of the cycle, it could be two months before anyone gives it any serious thought. Or, maybe the editor likes it, but someone else on the staff has to approve it and that someone is too busy to look at it. Or, they like it, but your article on the new sea otter farm doesn’t fit into the special issue they’re preparing on June weddings, so they want to “keep it on file” indefinitely.

Lesson: Be patient. It seems like a long time, and it is, but you can’t change the system by nagging the editor. You can only annoy her until she rejects you just to get you off her back. Wait under the response time stated in their guidelines has passed, then send an e-mail or make a polite phone call to see what’s happening. If you don’t get a satisfactory answer and you have a better place to sell your work, tell the editor and then do it. Meanwhile, take your mind off the delay by working on other writing projects.

Next week: Why would an editor ask me to write something completely different from what I proposed in my query letter?


>Never walk past a newspaper without looking

>Our Thanksgiving trip to California provided the opportunity to check out some new newspapers. Any one of them might turn out to be a great market–or not. When you walk past a rack of free papers, always grab one. If they’re not free, consider spending the 50 cents or dollar to buy a copy. This is your chance to see the actual paper, not the condensed version on the Internet. As always while market-hunting,
check the bylines and look for taglines at the ends of the stories. Also glance at the staff box somewhere in the first few pages. And don’t overlook the offbeat papers.
For example, while waiting for our daughter to come down from her office at a Hayward, CA auto auction place, I found a rack full of the Automotive News–or something like that. I have minimal interest in cars, but somebody else I know might be interested, so I looked. Every article is staff written or done by an advertiser grabbing some free publicity. Forget that.
However, we stopped for lunch on the way home at a restaurant called Heaven on Earth. It’s at Quines Creek, south of Roseburg on I-5. If you’re ever in the mood for a huge and tasty meal accompanied by Christian background music, stop in. Their baked goods are amazing, and they gave us free apple crisp just for being there. Anyway, they had a rack of free papers called The Christian Journal, www.LiftingTheCross.com. And you know what? It’s almost all freelance. Unlike most papers, which make you grovel for guidelines, this one had the information right under the staff box. They are looking for “uplifting” pieces 300 to 600 words, and they pay actual money. The stories aren’t bad. Christian pubs might not be your thing, but it’s an example of what you can find if you check out every newspaper that comes your way.
Even if they don’t use freelance, you can learn about the area and maybe get some ideas for articles for other papers. If, for example, they published a post-Thanksgiving feature on how to make Christmas shopping easier, you could do the same thing for your local paper.
So grab those free papers and start reading.


>How many angles can you find?

>A triangle has three angles, a rectangle has four, a pentagon has five, but an idea for a newspaper article can have as many angles as you can think of. I’m currently in the process of creating articles, blogs and other outtakes from the pet-related chapter of the book I’m writing on childless women. So far, I’ve got 19 angles about people’s relationships with their pets. I haven’t even gotten into choosing pets, training them, feeding them, breeding them or health concerns.

Some ideas may be more viable than others. For example, what will I do with the note about dogs watching while we have sex? Hey, doesn’t yours? Our dog gets this sappy grin on her face, and I don’t know what that’s all about. But there are angles with stronger legs, such as pet custody in divorce cases and why pets are easier to raise than children.

Think about something you love or that at least fascinates you. How many ways can you spin it? Brainstorm awhile and you’ll be surprised.


>Do blogs help you freelance?

>Do blogs help you write and sell freelance articles? I have just completed an article that will appear on writing.world.com sometime in the near future. In my Freelancing for Newspapers book, I don’t touch much on blogs, but if I had a chance to add a chapter, I would write more about blogs because they are becoming so popular. Paul Gillin’s book The New Influencers says there were 50 million in mid-2006, and the number is increasing every day.

I think blogs are helpful for the exposure, the research possibilities and the connection with newspaper editors and reporters who blog, but I would love to know what other people think. Tell me how you use blogs in your work. If you don’t use blogs, is that by choice or because you’re not sure how to go about it?

Let’s blog about it!
Sue


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