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Advice for a Would-be Writer Targeting Trade Publications

July 1, 2009 | Posted to Light Reading, Thoughts/Inspiration

I’ve been writing for a number of trade publications for close to 20 years, though professionally for only the last seven. A friend recently asked me for advice.

His question? “How would I publish an article in industry publications and where would I begin?” Following is my response.

Do these things:

  1. Get a list of all the related trade publications you’re interested in writing for.
  2. Take a look at the last several issues they’ve published. Most of the publications have past issues archived on their websites.
  3. Check their editorial calendar to see what’s coming up so you know what kind of topics they are looking for.
  4. Make note of the editor, managing editor, and/or editor in chief on the publication’s website.
  5. Put together a brief outline of what you’d like to write about, including why it would fit their editorial calendar and/or why their readers would be interested in it.
  6. Put together some writing samples so you can show them that you can indeed write. It also helps to have different kinds of writing so they can see that you can write with different “voices.”
  7. Call the editor you’ve identified and “pitch” your story.
  8. Send a big “thank you” via snail mail and email; you’d be surprised how many people forget!

Do not do these things:

  1. Don’t expect to get paid lots of money; trade pubs are notoriously short of funds.
  2. Don’t write about someone that is paying you to promote their company. Most trade publications don’t want “promotional pieces.” If the story is good interesting enough, they’ll assign one of their writers to it.

Other thoughts:

  1. Trade magazines generally pay upon publication. If you’re writing a piece for an issue due out in late September, as I am, you’ll get paid after it hits the streets.
  2. You can also make “up close and personal” contact at trade shows where the trade magazines often have a subscription table.
  3. Or you can hang around outside the press room at major events and introduce yourself to anyone who looks interesting coming out. Public relations people are only allowed in to drop PR info, the press folks do their networking there… Be aware that if you do try to catch someone, they may be on their way to an interview, in which case they will probably run you down.
  4. I haven’t come up with an editor that I work with - except for Randy Davidson at WhatTheyThink - that I didn’t meet in person first. Actually, I sent him an email in 2002 and said “I’d like to write for you, and I’ll do it for free…” I figured out not too much longer after that, getting paid is a good thing!
  5. I personally am not adverse to doing one or two short (!) pieces for free if it’s a pub you really want to develop a relationship with. But no more than that, there are folks out there that will suck you dry.

Writing for industry-specific publications - online or off - is a great way to get learn more about an industry or market in which you are already involved. You will get assignments that will require you to call almost anyone and talk about almost anything. It’s not for the faint of heart. If you’re a bit shy in person but more comfortable on the phone, you’ll have a great excuse to call those people you’ve always wanted to meet!

Final bit of advice: never ever miss a deadline! And if you have to turn down an assignment, it’s really good form to be able to recommend someone you know will do a good job in your place. Don’t be afraid that you’ll lose your “place in line,” the editor will appreciate you more.

Good luck, and happy writing!

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Grays Harbor Paper - A Different Paper Company

June 12, 2009 | Posted to Business Strategies, Sustainability

At this week’s Action for a Sustainable America, held in Seattle, I had the opportunity to meet some great folks. The event was one of a series of three where corporate leaders and green innovators examined sustainability as a corporate strategy.

David Quigg, Grays Harbor Paper, introduced the company his father helped rescue with a team of local investors when the Grays Harbor paper mill closed 15 years ago putting hundreds of people out of work in rural Washington.

Housing two of the remaining five pieces of paper making equipment in Washington, the company produces FSC-Certified copy and printing papers containing recycled post-consumer made in a “fossil-free” manufacturing process using energy produced on-site.

According to David, he is leading action by communicating his company’s values. To avoid greenwashing, sustainability should come from the beginning. Products should be designed around the customer.

Our customers are looking for a shared culture so we tell our story; we talk honestly about the goals we’re trying to achieve.

It’s our responsibility to educate others, to help them replicate what we can do in other industries. If a paper mill can do it, anyone can do it!

Customers, whether they are business buyers or consumers, want to buy from companies that are doing good things. Companies that treat their employees well, treat their suppliers well, and treat their communities well.

Here’s what David had to say about Grays Harbor Paper’s triple bottom line.

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3 Rules for These Times

June 2, 2009 | Posted to Business Strategies, Thoughts/Inspiration

I’m hopeful when I read:

Most economists agree that the worst of this financial meltdown is now behind us. Unemployment is at a 25-year high, it’s true, but at least the pace of lay-offs has slowed. If there was a doubt before, it seems safe to conclude that we’re going to make it through this mess. There will be enormous social costs. People have lost their livelihoods and their life savings. Seniors have seen their retirement nest eggs disappear; young people have seen their employment hopes vanish. But we’re going to make it. (Read the article)

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Business Strategies Etc.<br>Gail Nickel-Kailing

Business Strategies Etc.
Gail Nickel-Kailing

At Labels West<br/>Woodinville WA

John Shanley
Labels West
Woodinville WA

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