Market Research for Writers
Analysing Freelance Opportunities
It might seem obvious that writers need to know what is being published before sending material to magazines. Yet many editors are inundated with unsuitable material, while some writers wonder why their work is continuously returned.
Three simple rules for publication are:
- Research the market to find out what is being published
- Read the targeted magazine thoroughly
- Write the kind of article or story that would suit that publication
Market Research
Writers are often so anxious to send work out that they neglect the first rule of successful sales: Researching the market. It is a huge market out there but writers need to invest some time in identifying the most suitable publication for their type of work.
Any large newsagent or bookshop will have a large number of magazines, journals and newspapers, all with articles and features, some with short stories, or even poetry. Many publications have regular staff writers who provide much of the content, but some are open to freelance writers. The preparatory work is for writers to find out which ones they could contact with carefully targeted material.
A good place to start is with a favourite publication. Readers often absorb the style of an article or story without realising it. Choose one or two magazines of interest and explore their possibilities.
One of the first things to check is whether or not the magazine is open to unsolicited work. This information is usually within the small print at the end of the editorial details. It is encouraging to know that editors are willing to read freelance material, although they will only want something that will appeal to their particular readers.
Reading for Research
The next stage is: Reading the publication. This is the ongoing research of a chosen market. Read the articles or stories for enjoyment, then go back and study them. Every publication has its own style, tone and preferences and writers must discern exactly what they are. Is the writing chatty or more formal? Is the publication aimed at a certain age range? Or type of reader?
These methods can be applied to any publication, particularly when several magazines might seem similar in content. Go back through the magazine again and study all the advertisements, readers’ letters page and problem page. There is no better indication of the age and type of reader the magazine is aimed at than these pages.
The advertisers have already done most of the research so that they target the correct market, while the readers’ own pages give a first-hand picture of the people buying the publication.
Targeting the Writing to the Suit the Publication
Once all the hard work is done in researching and reading the chosen markets with an eye to aiming material at them, the next step is: Writing the piece to suit the publication. Many magazines offer guidelines with details of layout, word length and suitable subject matter. It is even easier to print off the most up-to-date guidelines from a publisher’s website, when available.
Researching and reading the publication should have given the writer a good feel for the type of article or story that would appeal to the magazine’s readership, as well as the preferred layout. This can also be a good source for finding writing ideas.
The script should be typed in the usual format of double spacing, on one side of numbered pages with the writer’s name, and it should be in pristine condition. Some publications accept submissions sent in the body of an email, so it is essential to follow their instructions.
Ensure a cover sheet gives all details:
- Name and address with postcode, or area code
- Telephone number and e-mail address
- Personal website address, if available
- Title of the piece and number of words
Analysing Freelance Opportunities in Writing Magazines and Online
It is helpful to read as many writing magazines as possible for these are often the best sources of up-to-date market news. Take particular note of websites for there are many literary magazines and small press magazines that might be difficult to find in shops. Some publications are completely electronic but pay for material. The website will give contact details and often the opportunity to order a back copy or subscription, as well as providing writers’ guidelines.
Most editors are approachable and are delighted to receive material or suggestions that will fit into their magazine. As long as the writer has done some market research, has read the chosen magazine thoroughly and has targeted the writing to suit the publication, chances of acceptance will increase.
Market Research of Magazines
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Freelance Opportunities in Writing Magazines
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