{"id":2048,"date":"2020-09-25T12:00:18","date_gmt":"2020-09-25T12:00:18","guid":{"rendered":"https:\/\/niemanstoryboard.org\/2020\/09\/25\/1-rule-of-pitching-study-the-publication\/"},"modified":"2025-12-04T23:05:01","modified_gmt":"2025-12-04T23:05:01","slug":"1-rule-of-pitching-study-the-publication","status":"publish","type":"post","link":"https:\/\/niemanstoryboard.org\/2020\/09\/25\/1-rule-of-pitching-study-the-publication\/","title":{"rendered":"#1 rule of pitching: Study the publication"},"content":{"rendered":" \n
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Editor\u2019s Note:<\/strong>\u00a0This is the first in an occasional series of posts that elaborate on some of the\u00a0most basic weaknesses in story pitching<\/a>. You can find other resources about pitching, including examples of successful pitches, in our\u00a0\u201cThe Pitch\u201d series<\/a>.<\/em><\/p>\n\n <\/div>\n <\/div>\n \n

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Human nature: We get so caught up in fretting about the high-flying aspects of a project that we can skip right over the basics. Yet those basics can trip us up if they aren\u2019t tended. Forgetting to turn on the oven in time to make a special meal for guests. Running out of gas on the way to the airport. Having a phone go dead or a pen go dry during an interview.<\/p>\n\n <\/div>\n <\/div>\n \n

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Usually these are the kind of things we do out of habit. But habit can fail us when we are stressed, distracted or reaching for something new \u2014 or if we\u2019ve done something so many times we start to do it thoughtlessly. That\u2019s where checklists come in handy. When I flew a lot for work, before Covid, I took great comfort in watching the pilots. Before we boarded, they would circle a plane on the ground, checklist in hand, and note that everything was in order. In the cockpit, as we readied for take-off, they would go through another checklist, and have the co-pilot do a redundant check on the same things. They did it every time they flew. Every step, every time.<\/p>\n\n <\/div>\n <\/div>\n \n

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The same approach should be the foundation of story work, starting with your pitch. And the first rule of pitching basics:<\/p>\n\n <\/div>\n <\/div>\n \n

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Know the publication or outlet you\u2019re pitching to, and whether or how your story is a good fit.<\/p>\n\n <\/div>\n <\/div>\n \n

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The risk of shortcuts<\/h2>\n\n <\/div>\n <\/div>\n \n
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That sounds so basic as to be remedial, but it is a chronic lament among editors: They get pitches that have nothing to do with the focus, personality or parameters of their publication. Fielding those pitches can go beyond irritating to insulting. It wastes the editors\u2019 limited time \u2014 even as they are criticized by freelancers for taking too long to respond to pitches or drafts. It can cause those editors to zip through their inboxes with their fingers on the DELETE key, with no time to read beyond the subject line.<\/p>\n\n <\/div>\n <\/div>\n \n

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Just as an example, I have become one of those editors. Storyboard is a niche site. Our mission and focus are posted at the top right hand of the home page: Exploring the art and craft of story.<\/em> Yet the inbox is slammed, week after week, with pitches asking if we take sponsored content (It\u2019s obvious from the site: we don\u2019t.), if we\u2019d like to carry someone\u2019s cool blog on life with a puppy (We report, write and comment about the craft of nonfiction storytelling and storytellers; we don\u2019t post content on some specialty topic that has no direct connection to our mission.), if we\u2019d like an opinion piece on corruption in Venezuela or an expose on sexism within professional sports (Fascinating, but nope. Not unless it is about some special story about or reporting\/writing challenge arising from those issues. Then hey, yeah. Bring it on!). But if I\u2019m so bleary-eyed from deleting bot-spam or irrelevant emails, I won\u2019t stop long enough to find the gem of a story-sparkle inside a sincere but fumbled pitch.<\/p>\n\n <\/div>\n <\/div>\n \n

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Related stories<\/h2>\n\n
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Check out \u201cThe Pitch,\u201d a series that looks at the elusive art of pitching stories<\/a><\/p>\n

Get to know the seven fatal flaws of story pitches<\/a><\/p>\n\n <\/div>\n\t\n<\/div> \n

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This is not a poor-me rant. I offer it as a reminder to think about the person on the receiving end of your pitch. A non-informed pitch can crash a great story idea before it gets off the ground. It also can crash a good reporter, flagging them as lazy, disrespectful and unprofessional, even if all they\u2019ve done, in their excitement and uncertainty, is skipped some of the fundamentals. It can even undermine experienced, trusted reporters who rely on their credentials to pitch an idea to a new site \u2014 only to send in a draft that shows they haven\u2019t done a basic study of the site.<\/p>\n\n <\/div>\n <\/div>\n \n

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Researching the pitch basics<\/h2>\n\n <\/div>\n <\/div>\n \n
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This may seem harsh. But editors need to trust the reporters they are working with, and trust begins with knowing a reporter doesn\u2019t take shortcuts on the basics. The basics begin with a bit of easy homework:<\/p>\n\n <\/div>\n <\/div>\n \n

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  • Study a few issues of the magazine, publication or outlet you want to pitch<\/strong>. Paywalls are a pain but not an excuse. A few issues of almost any magazine or outlet can be accessed online free. Other options: pay for an inexpensive trail subscription; ask a friend to give you access; or strap on a mask and hie thee to a decent bookstore to scour the magazine racks.<\/li>\n\n\n\n
  • Take note of the length of pieces in magazines.<\/strong> Story length (word count) is tough to estimate without knowing a publication\u2019s specifics. If you need to guestimate, count paragraphs and note whether they are long or short. There\u2019s no point pitching a pie-in-the-sky 5,000-word fantasy if the publication\u2019s standard is 2,500 words. Beware: Some long stories read short because they are so well structured and paced, so don\u2019t rely on solely on your gut. Be a reporter: Reach out to other contributors at the magazine and ask about need-to-know parameters.<\/li>\n\n\n\n
  • Pay attention to tone and focus of stories<\/strong>. Look at publications with an eye to the kind of stories they carry. Are they bullet-point service pieces? Personal essays? Deep-dive narratives? Multi-media investigations? Smart freelancers can parse the same core story idea and reporting into multiple pieces that are shaped to different audiences and purposes. Several years ago, I worked with a friend who had written an essay about dealing with the death of her daughter at the hands of a repeat drunk driver. It wasn\u2019t an easy story to place, so we brainstormed other ways to approach it. She landed a service piece in O Magazine, with advice about what to say, and not say, to a bereaved parent. Not long after, she was contacted by a city magazine that ran her original long essay.<\/li>\n\n\n\n
  • Find and follow submission guidelines.<\/strong><\/li>\n<\/ul>\n\n <\/div>\n <\/div>\n \n
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    We\u2019ll come back to that last one again when we explore fatal flaw #2.<\/p>\n\n <\/div>\n <\/div>\n","protected":false},"excerpt":{"rendered":"

    Researching the basics of the site you’re pitching to \u2014 story length, purpose and tone \u2014 reveals respect for the work of reporting<\/p>\n","protected":false},"author":1,"featured_media":8464,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[407],"topics":[],"authors":[3],"issue":[],"class_list":["post-2048","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-from-the-editor","tag-the-pitch","authors-jacqui-banaszynski"],"acf":[],"yoast_head":"\n#1 rule of pitching: Study the publication - Nieman Storyboard<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/niemanstoryboard.org\/2020\/09\/25\/1-rule-of-pitching-study-the-publication\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta 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