In our “how to pitch” series that already includes broadcast and magazine editors, the next fraction of media outlets you need to know how to pitch is online magazine editors. Online magazines, generally the online version of print magazines, are a great short lead outlet to pitch if long lead just doesn’t work with the timing of your pitch. Also called the “dot coms”, these outlets are very much coveted and include Glamour.com, Oprah.com, Parents.com, etc. Here a few tricks for nailing that perfect online magazine placement
- Still plan on at least a 2-3 month lead time. Online magazine editors schedule their editorial content ahead of time, unless it’s a blog on a magazine website which could be only a 2-3 week lead time.
- Look at the site. Again, common sense, but you want to make sure you’re not pitching a website that doesn’t have unique editorial content. Some online magazine websites only republish articles that are found in print.
- Don’t stick to your media list. Based on my experience, online magazines don’t list many of their editors on Cision. The biggest hurdle with online magazines is finding the most appropriate contact.
- Research who’s contributing to the site. Since many online magazine editors aren’t listed on Cision, do your own research on the website and look at who’s writing the articles relevant to your client. Is it a magazine editor that contributes to online or a freelancer that doesn’t work at the magazine?
- Find those freelancers. If you’re seeing articles written by outside contributors, type the persons name in Google and try to find his/her email address. Nothing wrong with a little stalking, plus freelancers are more receptive since they aren’t bombarded with pitches.
- Reach out to find an email address. Still can’t find that email address for the writer who’d be perfect for your pitch? Email any contact you have at the outlet and ask if you could be connected to the writer you’re looking for. This has worked wonders for me. What’s the worst that can happen?
- Reference the articles you saw. This is super important with sparking online magazine editors interest. Plus, it’s easy if you do your research. A simple opening in your pitch such as “I noticed you wrote an article on x, y, z.”
- Keep it short. Similar to pitching magazines, you want to make sure you’re pitch is relevant and to the point. A long, drawn out pitch has just never worked for me.
- Offer an interview. If you have a spokesperson on board last minute or an expert who could contribute to an article, online magazines are a great place to go since the lead time is much shorter than print.
What are some other tricks for pitching online magazine editors?