Best (and worst) ways to connect to editors and pitch stories

By Sharon Donovan, American Cities Fellowship - New Orleans

Succinct - yet still meaty - pitches are the key to submitting a story idea that will attract an editor's attention, agreed a panel of editors representing A-list publications and websites at HJ24.

However, the editors noted, pitches should also include relevant sources to illustrate that the topic has been thoroughly vetted and researched.

To strike a chord with Cori Vanchieri, executive editor, AARP's brain health section, a pitch must elicit a "Whoa, I didn't know that!" reaction, she said, adding that her focus is the 50+ age demographic and how to age and stay strong.

From the get-go, editors agreed, a pitch is their premier indicator that a writer might be a fit. Pitches should be a preview of the caliber of writing an editor can expect from a writer, Vanchieri said. "We look for clean copy. Too many typos raise flags of what might come down the pike."

Pitches vary in length. Shorter ones are acceptable for newsy pegs of 500 words. For feature-length articles of 1,200-5,000 words, a pitch can be somewhat longer. No matter the length, the pitch should mirror the proposed article, with a narrative, a nut graf and a few paragraphs of reporting that touch upon the research and sources that will be included.

Going over and above what might be expected of a pitch adds points with many editors, they agreed. "Finding art and images is icing on the cake for us," Vanchieri said.

The editors commiserated over the frequent scenario in which a writer files an acceptable story for a first assignment but then doesn't produce the same quality in followup assignments. "Do as good a job on your second story as on your first story," Vanchieri advised.

Revisions are an important skill and should be considered a stepping stone to future assignments. "It's a bonus when a writer is receptive to edits and comes through on the second round," she said.

Even if the revised draft does not quite hit the mark, the effort counts. "I forget that second round even if it isn't perfect," she said.

At Cosmopolitan, the demographic is 18-35 years of age, "sometimes pushing 40," according to lifestyle editor Christen Johnson. Typically, her inbox is jammed with dozens of new emails. But that volume should not discourage writers from pitching if she doesn't respond quickly. "Bug me until you hear from me…," Johnson advised.

A shortcut to getting her attention might be to put "pitch" in the subject line. The editors on the panel agreed that one week is a reasonable time in which to expect a response, they agreed.

At The New York Times' Wellness desk, news editor Megan Thielking looks for pitches for stories that "grab headlines" even if the topic has been covered previously. "Consider zooming out to find a different angle," she suggested. "Think about what to do differently."

Sharon Donovan is a New Orleans-based freelance writer covering a wide range of health care topics.