Today’s post is by expert contributor Jennifer Finke of The PRepared Publicist.
Towards the end of the year, magazines start coming out with their 2010 editorial calendars (often called ed cals). In fact, right now magazines are in the process of publishing their editorial calendars for the world to see.
Editorial calendars are a magazine’s planned coverage for the year. The editorial staff spends some time discussing what topics they plan to feature in each issue. The advertising team uses this information to sell targeted advertising and PR people use it to find out if the are any good stories they might fit into.
For example, an editorial calendar might list that it is covering strollers in its March issue. If are an ad buyer for a stroller manufacturer, you might want to advertise in that issue; if you’re a PR professional representing a stroller manufacturer, you may want to submit your product for consideration in that issue.
Editorial calendars offer one of the best glimpses inside a magazine and can help you get the press you deserve. After all, if a local magazines is planning to write about local Realtors, and you’re a local and successful Realtor, then you need to find out if and how you can get featured in that issue.
If you’re new to the world of PR, editorial calendars can be a little confusing. Here are answers to some frequently asked questions:
How do I Get a Copy of a Magazine’s Editorial Calender?
There are several ways to get your hands on a magazine’s editorial calendar. First, look on the publication’s website – usually in the advertising section. Download the 2010 Media Kit and see if it’s in there. If not, you can call the advertising rep and ask for a copy to be sent to you. Most magazines have electronic copies they can quickly email to you.
What Magazines Publish Editorial Calendars?
Most monthly, quarterly and semi-annual magazines publish an editorial calendar. Local business journals also publish great editorial calendars that include the “lists” and “awards” they feature each month or quarterly. Daily newspapers don’t typically publish editorial calendars, although on occasion they will have one that outlines special sections or features they will do. I don’t know of any Internet news sites that publish editorial calendars, as daily and breaking news isn’t something that can be planned.
How Do I Identify Magazines with Editorial Calendars?
You won’t know what publications publish an editorial calendar until you do some research. Think about what publications you’d like to be featured in and then do some homework to find out if they have an editorial calendar. You can also work with a seasoned PR pro (like me!) to help you identify which publications you should be targeting. Remember, there are trade and consumer magazines for every industry from nursing and home building to babies and gardening.
Who Do I Contact to Submit My Company for Planned Coverage?
If you want to pitch yourself or your company for an editorial calendar opportunity, the best place to start is usually the editor (if it’s a small publication with a small staff – like a trade magazine) or an editorial assistant (if it’s a large publication with 10+ people on its staff). Send the editor or editorial assistant an email and/or call them and ask who is the contact for the “stroller” story you noticed was planned for the March issue. Once you know how to contact, then it’s up to you to pitch them your idea.
When Should I Pitch an Opportunity I Saw Posted on an Editorial Calendar?
Monthly magazines usually work on a 4-6 month lead time, so it can’t hurt to start pitching something 5+ months ahead of time. So if you’re pitching something for March, you may want to start contacting the publication in November. Local business journals usually work about 2 months ahead of schedule on planned coverage – and award and list submission deadlines may require submissions 5 or 6 months ahead of time. So check the editorial calendar and plan ahead.
Monitoring editorial calendars can be an excellent way to get coverage for your company or product, especially if a magazine is announcing that they’re covering a topic of interest to you. Do your homework, plan ahead and don’t be afraid to put yourself out there. Happy Pitching!
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Great article! Someday I hope to be that organized…
Thanks so much for sharing this. Great tips!