Pitch Requirements

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• Pitch Requirements
• Research
• Structure
• Style

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Pitch Requirements
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Why were doing pitches

• Learning the tools and trade practice
• Getting you to target so you know how
• 2. The Assessment getting a good mark
• Show us the range of your learning/skills
• 3. Being published (even if its just in Weard)
• Using this opportunity to get into print

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Pitching to a features editor

• NOT a query about what types of feature they
  cover or are looking for
• A pitch of your feature
• To a specific features editor for your target
  magazine
• 100-150 words

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Pitching to a features editor

• Building a professional relationship with the
  commissioning editor (normally the features
  editor)
• Think psychology and marketing
• You are selling A) your feature, B) yourself
• You need to pitch both in the right way
• Proof read from the bottom up even this letter

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Pitching to a features editor

• An outline, and not the first draft
• But do propose a clear angle
• Break it down into a structured outline
• The angle should be concise

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Pitch case study, womens weeklies

• Were in a cyclical market, where the same stuff
  comes out again and again, so for us its all
  about reinvention were totally dependent on
  finding new angles.
• Elena Dalrymple, Editor, Mother and Baby
• A good freelancer is actually very rare. They
  need to write to style, do very thorough
  research, get brilliant expert quotes, plus
  reader anecdotes that capture the essence of the
  feature, and deliver on time.
• Claire Askew, Features Editor, Company

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Womens weeklies

• 82 of women read a magazine
• Heat, Take a Break, Easy Living, Woman
• Total sales 8 million magazines a month
• New titles constantly launched
• First, news-led weekly for 30-somethings
• Pick Me Up, real life stories
• Women 563m on magazines in 2004
• You get 300 per 1,000 words
• Up to 750 per feature for big name mags

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Theyre looking for

• Lifestyle features
• First person stories
• Real-life tales
• Womens fiction
• Case studies
• Specialist (psychology, extreme sports)
• Interviews

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Opportunities

• We want eyes and ears outside London. We can
  always do with people to knock on doors. Julia
  Lawrence, Editor, Reveal
• Local and regional press as sources
• Personal contacts
• You need a large contacts book
• Not just celebs, but real people with stories

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Before you write the feature

• Build up your cuttings files
• Write for free magazines, student mags, get work
  experience, online magazines etc
• Do your research
• Read the magazine you target thoroughly
• Address the commissioning editor by name
• Get the right copy deadlines make it timely
• Monthly magazines work 4-months in advance
• Weeklies work 5-6 weeks in advance
• If you spot a story, dont hang around. By
  tomorrow, every agency and freelancer in the
  country could be onto it.
  Julia Lawrence, Editor, Reveal

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The letter

• Send a pitch, not a full article
• Make your synopsis brief, punchy, funny,
  informative, pithy, thought-provoking.
• Lisa Markwell, Features Editor, Easy Living
• Give two or three celebrity examples, if relevant
• Dont send more than three ideas at once
• Attach only one or two cuttings

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Do you need a headline?

• A good piece is one thats easy to write a
  headline and sub-deck for. You know its a woolly
  story when youre struggling to find the head and
  sell. For that reason I always ask writers to
  pitch ideas with the head and sub-deck already
  writtenits a great way of finding your angle
  and sticking to it.
• Victoria Woodhall, Feature Director, Eve Magazine

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Remember

• Your pitch is not the same as the sub-deck
• Email first, and then follow up by phone, but
  only once or twice if you need to phone more,
  youre idea has not made it
• Do your own research
• Do say if commissioned, please send me your copy
  brief and house style guides so you know whats
  expected it also shows youre aware of the need
  to write to style

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• To Corrie Jackson, Commissioning Editor, Grazia
• Dear Corrie,
• As the UKs leading womens weekly glossy, I know
  Grazias readership is looking for a distinctive
  take on Madonnas legal battles to adopt a child
  from Malawi.
• While the PR-factor of celebrity adoptions
  (Angelina and Brad Tom and Nicole) seems to be
  the standard angle, my feature looking at the
  vogue of adoption is pitched at
• Warm, witty, but ultimately revealing of the
  relationship between celebrity and poverty, this
  feature will engage Grazia readers in the
  Thank you...

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Doing Research
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Research the myth exploded

• There is no secret to research
• Hard work
• Perseverance
• Keeping your eye out
• Developing media habits
• Looking for the unique angle
• Being thorough
• Brainstorming / sharing ideas / getting help
• Building contacts and data files

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Research the Consumer Corridor

• Industry term for the profile of your typical
  magazine consumer
• A typical individual you need to know
• Good exercise to know your audience
• For example, the typical individual who
  represents The Guardian newspapers reader is
• Guy, 32, an architect, who lives in Fulham,
  southwest London. He drives a Toyota Prius (an
  electric-powered car) and is a vegetarian. He
  went to university in Edinburgh, and has a degree
  in Architecture. He and partner Milly have one
  son, Jack, aged 18 months. Guy is into mountain
  climbing and cooking. He also etc

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Research put out media requests

• What is a media request?
• Call for responses to a research position
• Publicised notice on websites, in newspapers,
  magazines etc.
• Bullying and depression I'm Laura Reid and I'm a
  trainee Journalist at Nottingham Trent
  University. I am making a short documentary about
  childhood depression and its causes and
  treatments in the UK. I am looking to speak to
  children who are currently or have in the past
  suffered from depression, or the parents of a
  depressed child or adults who have suffered from
  depression in their childhood. Also any experts
  in the field. Anyone interested in being involved
  whether to input in my research or to take part
  in the documentary should call Laura Reid on
  07786 868 448 or email lauraereid_at_hotmail.com
• (from http//www.bullyonline.org/media/media.htm)

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Research use the Net

• Not just to find articles use its full scope
• British Freelance Journalist Graham Halliday
  I'll be chatting over Skype with Sandeep
  Junnarkar this Friday morning to discuss donation
  driven blog journalism projects. Sandeep is the
  brains behind Lives in Focus. I'm researching a
  feature about. I'm most interested in
• Who else is saying the same thing as you?
  Bloggers, chatrooms? Contact people

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Research whos proving your point?

• You are showing a particular point of view
• How much research you need to do

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Research hierarchy of sources

• Key Experts / Eye Witnesses unique quotes
• Institutions and organisations
• Reports and Studies
• Peer reviewed books and journals
• (For background and shaping of context)
• Other people non-expert
• The media

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Research a 1,000-word feature

• Key Experts / Eye Witnesses unique quotes
• Institutions and organisations
• Reports and Studies
• Peer reviewed books and journals

3 7
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Sources for features ideas

• Reports (such as the fat map)
• Angles that everyone else misses
• Institutions
• Police, prison, NGOs, government, councils
• The Media
• Newspapers, radio, internet, press, TV
• Contacts
• Friends, family, colleagues, PR people, notables
• Businesses
• Local, marketing firms, publishers, agencies

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Some resource areas

• Circulation and Marketing Info for mags
• www.ppa.co.uk Periodical Publishing Assoc.
• www.adassoc.org.uk Advertising Assoc.
• www.abc.org.uk Audit Bureau of Circulation
• www.intelligentcia.com British Rate Data

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Some resource areas

• Contacts and Background
• www.bsme.com British Soc. Of Mag Editors
• www.magforum.com Sector Overview
• www.mediauk.com Ind. Media directory
• www.nrs.co.uk National Readership Survey
• www.jbwb.co.uk Where to sell features

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Some resource areas

• Publishers
• www.natmags.co.uk National Magazines
• www.emap.com EMAP
• www.ipcmedia.com IPC
• www.condenast.co.uk Conde Nast
• www.dcthompson.co.uk DC Thompson
• www.bauer.co.uk Bauer

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Structure
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• According to Friedlander and Lee, there are only
  two types of feature
• The news feature
• Tied to a breaking event
• The timeless feature
• A story frozen in time, not linked to a
  contemporary event
• Feature Writing for Newspapers and Magazines,
  Longman, Friedlander and Lee, (2000)

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• Business company launch, big profits, going bust
• Commemorative anniversary of event
• Explanatory some big issue e.g. politics and
  voting
• First-Person dramatic event happened to the
  writer
• Historical old story hooked to a news event
• Hobbyist unusual people in the spotlight
• How-To live green make a million become
  famous
• Invention a new technology explained
• Medical tragic or uplifting story linked to
  health
• Number Top 10 holiday destinations Top 5 films
• Odd-Occupation A look into an unconventional life
• Overview A view of an issue from all sides
  (Vox-pop?)
• Participatory The writer plays a role in the
  story
• Profile Focus on one person
• Unfamiliar Visitor To a city to a belief a new
  pair of eyes

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Were just looking at 4

• Profile (due next Monday, 25th Feb)
• News Backgrounder
• Specialist
• Human Interest

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Structure and characteristics

• A non-fiction short story
• Quotation-filled, descriptive, entertaining,
  informative
• Original
• A beginning, middle and end needs to be read in
  full to make sense

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Structure and characteristics

• Evocative it must evoke some feeling, idea or
  response
• Compelling/dramatic the reader should want to
  finish the feature
• Insightful there should be some new
  understanding or learning

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• 1 Do your research
• 2 Choose your angle
• 3 Find your experts
• 4 Do your interviews
• 5 Check your facts
• write the feature

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News
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Feature (Dramatic Unity)
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Structure

• Original thought is the mainstay for a truly
  great feature. Some writers could be writing
  about paint drying and youd read it because they
  have an original take on it like Julie
  Burchill. A fantastic feature will reveal
  something about the writer or subject that will
  draw you in by the first paragraph.
• Victoria Harper, Deputy Editor, Red Magazine
• First point Reveal the writer or subject in 1st
  para
• (a paragraph is 2/3 sentences 75 words)

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Structure

• I look for quirky and lively writing, a tightly
  focused angle and a few (but not too many)
  quotes. The commonest problem is getting the
  balance right. Not too newsy, but not too slack.
  I often tell inexperienced freelancers to begin
  the piece with a colourful cameo that sets the
  scene, then kicks in with the facts (the nuts and
  bolts of the story)
• Jon Stock, Editor, Weekend, The Sunday Telegraph
• Second Point After your revealing opening, bring
  in the facts whats it about?

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Structure

• A great feature is 1. a piece of writing with
  an awareness of the audience 2. a piece that
  addresses both the brief and brings some new
  information into play 3. a piece that covers the
  ground in the right number of words, hooks the
  reader, and leaves them satisfied at the end.
• Anne Pursglove, Deputy Editor, Elle
• Third Point Dont stretch out your feature to
  fit 2,000 words if it works in 800 then thats
  all it takes and it means its too short for
  this module

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Structure

• Intro
• Cameo anecdote tease
• Linking paragraph
• A paragraph that summarises the main themes of
  the piece (nut paragraph)
• Should answer the questions
• What is this feature about
• Why should anyone want to read it
• Is it new, surprising or revealing
• Do its themes have a broader significance
• Can these themes be expanded upon

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Structure

• Body of the feature
• Make the points you want to make in logical order
  and set up each sectionthis is sometimes
  called signposting, and gives the reader a) an
  idea what to expect, and b) an idea of its
  significance
• Knit sections together
• Dont jump-cut its not a film
• Feed in valuable and surprising information
• Dont give all your secrets/research at once

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• Opening tell us something, but not everything,
  about the subject youre writing about an
  example of the larger story a detail of the
  person or business or maybe a statement or
  question you want to explore or answer
• Paragraphs 2-3 expand the story introduce your
  first source make your fist comment, insight or
  explanation
• Paragraphs 4-5 introduce your further sources
  do these contradict, question or support your
  first source? Provide background talk around the
  subject

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• Paragraphs 6-7 go deeper into the subject
  reveal what the feature is really about the big
  question, the surprise, the questions that the
  sources themselves want to answer, or your take
  on the subject the dramatic revelation or
  resolution (although not all features need to be
  resolved)
• Paragraph 8 A closing sentiment does the
  interviewee leave? Does something physical draw
  the feature to a close (an earthquake? The end of
  the interview?) Is there a report being released
  or an ice-sheet melting that may change what we
  think about the subject? What have you and the
  reader realised through the feature?
• Closing line do you want to leave a question or
  an answer? Do you want to tie-back into your
  opening with a similar image, line, or reference?
  

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Summary

• 1 Do your research
• 2 Choose your angle
• 3 Find your experts
• 4 Do your interviews
• 5 Check your facts
• Write the feature
• The title
• The sub-deck
• The opening line
• Pieces 1-8 Eight paragraphs
• The closing line

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Style
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Style your aim as features writers

• Brevity
• Clarity
• Language
• Substance
• Accuracy
• Subjectivity
• Style
• Quotations

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Detailed characteristics of style

• 1. Brevity
• Writing a longer piece does not mean being wordy
  or long-winded. You always strengthen text when
  you remove the padding
• Paragraphs should be short two or three
  sentences long.
• Never use two words when one will do never use a
  long word if a short one will do.
• E.g. Experimental endeavour experiment

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Style

• 2. Clarity
• Avoid over-complicated sentence structures and
  clichés.
• Use of complex language betrays sloppy thinking.
• E.g. Representatives agreed to a feasibility
  study NOT representatives agreed to take this
  forward on the basis of a plan for a feasibility
  study.
• Make your point in the direct voice and avoid the
  ing form of verbs.

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Style

• 3. Jargon/language
• Avoid jargon or technical terms where possible.
• If used, provide a concise explanation of their
  meaning.
• Use descriptive words with care and precision.
• Avoid superlatives, unless you are prepared to
  prove them.

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Style

• 4. Substance
• To interest the reader, your story has to be
  about something, with plenty of information (from
  both direct and indirect sources) to give it
  substance.
• 5. Accuracy
• Check that names and places are accurate and
  dates correct. Ensure that information is
  properly sourced.

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Style

• 6. Subjectivity
• You can have a point of view, but it should be
  based on the evidence presented in the article.
• You cannot present your own opinion as evidence.
• Do not assume that your views will be shared by
  readers.
• Your point of view will be strengthened if you
  include comments from other people in a position
  that gives their views some weight.

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Style

• 7. Style
• An article loses readers with every paragraph
• Keep your feature well constructed and taut
• Woo your reader from start to finish
• Tie up any loose ends
• Add your own voice, tone and approach.
• Show the reader description and dialogue

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Style

• 8. Quotations
• Always use direct quotes they bring an article
  to life.
• But reading one long quote after another can be
  trying. Aim for a mix of direct and indirect
  speech.
• Learn to summarise what someone says (such as in
  a lecture) and keep the most vivid, personal,
  pivotal or controversial bits for quotes.
• Use quotes to add immediacy, authenticity and
  change of voice and pace.
• Do not invent quotes