How to Pitch Stories to Journalism & Magazines (Not Digital Marketing Clients!)

Pitching is one of the most foundational – and misunderstood – skills in freelance journalism. If you’ve ever wondered how to break into magazines, land your first byline on a blog, or pitch a timely story to an editor, you’re in the right place.

In the past 8 years, I’ve earned bylines in my niche by pitching brands, blogs, and online magazines through cold pitches and LinkedIn outreach. I often get asked, “How did you pitch them?” and “I want to do freelance journalism – how do I get started?”

Sure, I’ve pitched stories to publications, I’ve taken a course on pitching, I had a journalism mentor when I started 7 years ago, and I have gotten bylines… but I wouldn’t call myself a freelance journalist. Maybe it’s impostor syndrome, but, honestly, I’m just better at networking, teaching, and digital marketing – journalism wasn’t quite for me.

So today, I’m pulling back the curtain on what’s worked for me when pitching editorial stories, rather than client services and how you can get started, too.

What Is a Pitch (for Journalism)?

A pitch is a short, clear description of a story idea you want to write for a publication.

• Concise – A pitch isn’t the full article. It’s a quick summary of what you want to write.
• Story – You’re pitching a narrative or argument, not a broad topic.
• Publication – In this context, "publication" includes blogs, online magazines, nonprofit blogs, brand blogs, and online verticals – not companies looking for a writer-for-hire.

Why Do We Pitch Stories?

We pitch editorial stories to:

• Land bylines – You get credit for the piece: "By Rachel Meltzer."
• Establish authority – Published articles build your reputation in a niche.
• Make connections – Even a no can get your name in front of the right editor.
• Build momentum – One yes often leads to more opportunities.

Who Do We Pitch (for Journalism Stories)?

When pitching stories, you’re reaching out to editors at publications, not marketing managers or business owners.

Start with the pitching guidelines. Many major outlets—including The New York Times, National Geographic, WIRED, and others—have published pitching instructions on their websites. Some have submission forms or specific sections for freelance contributors.

If a publication does not have clear guidelines, then follow the steps below:

1. Identify the publication.
2. Look at recent stories – find out who wrote or edited them, if you can.
3. Search LinkedIn for the right editorial contact (job titles below).
4. Connect with a brief, personalized message.
5. Start a convo or send your pitch via email or LinkedIn.

Target job titles for editorial stories:

• Content Editor
• Blog Editor
• Magazine Editor
• Content Director
• Editorial Director
• Community Director

If all else fails, try the generic submissions or “pitches@” email.

Again, this is not the method for pitching client work like blog posts or web copy. That’s a whole other workflow.

The Anatomy of a Pitch (for Online Publications & Magazines)

Follow this format for editorial pitching:

1. Subject line – Include (PITCH) or (EXTERNAL INQUIRY). Keep it short and descriptive.
2. Greeting – Use first names: "Hi Taylor," not "Dear Sir."
3. Hook – 1–2 engaging sentences that make them want to read more.
4. Angle – Why this story? Why now? Why for their audience?
5. About you – A quick bio and 1–2 links to your work.
6. Signature – Include LinkedIn and relevant samples.

How to Vet Your Pitch Idea – A Checklist

Before you hit send, pause. Alexis Benveniste – journalist, editor, and contributor to outlets like Bloomberg and The New York Times – shared a thoughtful checklist on LinkedIn that I keep coming back to. Her questions help you pressure-test your pitch before it lands in an editor’s inbox.

Ask yourself:

• Do I care about this story enough to dive deep? You’re about to invest hours in research and writing—make sure the topic genuinely interests you.
• Will other people care? Test the idea with friends or non-journalist peers. If their eyes glaze over, it might need a better angle.
• Has this story already been written? If yes, what’s your new angle or untold aspect?
• Do I have solid sources? Editors want credibility. Who can you interview or what data can you bring?
• Why does this story matter right now? Timeliness can be the difference between yes and no.
• Is this outlet the right fit? A perfect pitch will still fail if it lands in the wrong inbox. Know their audience.

You can read Alexis’s full post here.

Recommended Freelance Pitching Resources

Whether you're new to journalism pitching or looking to level up, I’ve rounded up some tools and programs to help you build skills, find editors, and pitch smarter. From courses to curated pitch libraries and media training, here's what I recommend checking out.

Real Successful Pitch Examples

Want to study what successful pitches actually look like? Here are a few great sources to learn from:

• The Open Notebook Pitch Database – 300+ pitches with the final published articles – 300+ pitches with the final published articles
• Journo Resources Pitch Library – Real-world pitch emails for outlets like Refinery29, VICE, and HuffPost – Real-world pitch emails for outlets like Refinery29, VICE, and HuffPost
• Diana Kelly’s Freelance Article Pitches That Worked – Annotated pitch emails with strategy notes – Annotated pitch emails with strategy notes
• Elna Cain’s First Freelance Writer’s Pitch – A transparent breakdown of her first successful pitch – A transparent breakdown of her first successful pitch
• Reddit thread: What Makes a Great Pitch? – Editors and freelancers share what works (and what doesn’t) – Editors and freelancers share what works (and what doesn’t)
• CJR’s Successful Pitches Database – Includes pitches to NYT, Al Jazeera, CNN, and others – Includes pitches to NYT, Al Jazeera, CNN, and others

Use these examples to compare tone, structure, and how other freelancers highlight their angle and authority.

Freelancing With Tim

If you’re building a career in freelance journalism, I highly recommend subscribing to Freelancing With Tim. His newsletter is a goldmine of industry insights, pitch breakdowns, and real talk about rates and writing for major outlets.

Here are two especially useful articles:

• 100+ Pitching Guidelines for NYT, NatGeo, Wired, Vox & More
• Freelance Journalist Pay Rates from NYT, Wired, WaPo, Rolling Stone, and More

Both are free to read, but the newsletter is well worth subscribing to if you want pitch templates, rate benchmarks, and advice from someone deep in the freelance trenches.

LinkedIn for Journalists

If you're trying to get your journalism pitches in front of the right editors, LinkedIn can be a powerful platform to build your presence and make meaningful connections. The LinkedIn for Journalists program is designed to help with exactly that – by giving eligible journalists access to free Premium features and exclusive newsroom-focused support.

What it includes:

• Free 12-month LinkedIn Premium Business membership (includes InMail, profile analytics, and advanced search filters)
• Quarterly editorial webinars and newsroom tools to help you use LinkedIn strategically

Who qualifies: Freelancers, staff writers, and editors with recent bylines or proven journalistic experience

When & how to apply: Applications open quarterly (e.g., early January, April, July, October). Submit work samples, your LinkedIn profile, and a brief form. If accepted, expect a Premium code and access to training within 6–10 weeks.

Where to apply: Apply via LinkedIn’s official journalist page or search "LinkedIn for Journalists application"

I’m not affiliated with LinkedIn in any way, but I’ve found this program genuinely useful – and many freelancers I know have, too.

Pitching Courses

Here are some pitching courses and workshops for freelance journalists – organized from most affordable to most intensive:

• Freelance Journalism: How to Pitch and Write for Magazines (Katie M, Udemy) – ~$40
• Format: Self-paced
• Best for: Beginners who want a budget-friendly course on pitching and writing for print and digital mags
• Freelance Pitch Workshop (Kaleigh Moore, Peak Freelance) – $99
• Format: One-hour recorded workshop
• Best for: Freelancers who want a quick, clear breakdown on what makes a successful pitch
• Craft + Commerce: Pitch Like a Freelancer (Jenna Spinelle) – $129
• Format: On-demand with worksheets
• Best for: Journalists who want help identifying story ideas and tailoring them to editors
• Unpublished Masterclass (Jocelyn K. Glei & Wudan Yan) – $297
• Format: Cohort-based and self-paced options
• Best for: Mid-career writers who want a deeper dive into pitching strategy and systems

Freelance Journalism Communities to Join

Here are some helpful communities for freelance journalists—free and paid, with a focus on the US, Canada, UK, and Australia:

• Society of Freelance Journalists (SFJ) | Free
• Format: Slack community
• Best for: Global freelance journalists looking to connect, share leads, and support one another
• SPJ Freelance Community | Free
• Format: Facebook and Slack groups
• Best for: US-based journalists interested in legal resources, editor Q&As, and industry updates
• Freelancers Union | Free
• Format: Online platform and advocacy network
• Best for: US freelancers seeking benefits access, business advice, and events
• Journo Resources Membership + Discord | £48/year ($60 USD)
• Format: Discord, job alerts, and live workshops
• Best for: UK and global freelancers wanting pitch feedback, job leads, and community
• Professional Writers Association of Canada (PWAC) | ~CAD 150/year
• Format: Forums, newsletters, virtual events
• Best for: Canadian freelancers looking for national support and networking
• Online News Association (ONA) | $50–150/year
• Format: Membership, local events, and annual conference
• Best for: Digital-first journalists and those seeking networking and training

Pitching Pro Tips: Practice, Feedback, Repeat

Pitching is a skill and it takes reps. Your first ones won’t be great, and that’s okay.

Here are 5 tips that helped me push through the early awkward phases of pitching:

1. Write the story anyway. If a pitch doesn’t get picked up but you’re still excited about it, write it and post it on your blog or portfolio. One of my pieces was rejected by 15 publications – but it eventually got syndicated, landed me multiple clients, and built my network.

2. Don’t write the whole piece before pitching. Most editors want to be part of shaping the story. Submitting a fully written piece can backfire and make it harder to adapt (or even get it read).

3. Don’t take rejection personally. Editing and critique are part of the process – not a reflection of your worth. Feedback makes your ideas stronger. Let go of ego and use edits to improve your pitch.

4. Start now. Don’t wait to be “ready.” Pitch with no bylines, no clients, and no clue. That’s how you grow. Platforms like Upwork and those calls to pitches you see can be a training ground, but learning to pitch outside of them builds freedom and long-term success.

5. Be consistent. Pitching can feel like shouting into the void – but it adds up. After months of regular LinkedIn outreach, I built a waitlist of clients. After 15 story pitches, I landed one about impostor syndrome. You don’t need magic. You need momentum.

If you need a pep talk, Bird by Bird by Anne Lamott is one of my favorite reads for calming pitch panic and perfectionism.

Other Quick Tips:

• Google successful pitch examples.
• Brainstorm story ideas often.
• Draft 10–15 at a time.
• Ask friends or a coach to review them.
• Network with more experienced freelancers or find freelance communities to learn from other journalists.
• Take a pitching course.

FAQs

Is this pitching guide for getting freelance clients?

Nope! This guide is only for pitching stories to editorial outlets, like online magazines, journalism sites, and blogs. If you want to learn how to pitch yourself for freelance services (like blog writing or marketing content), check out this blog instead.

Do I need published clips to pitch?

No. Share portfolio samples or write a piece just for them. A scrappy, thoughtful pitch can still land if it’s well-researched and relevant.

How do I know if my pitch is ready?

Run it through Alexis’s checklist above—or send it to a friend for honest feedback.

How many pitches should I send?

Start with a list of 10 outlets and aim to pitch 3–5 per week. Track responses, and refine your approach as you go.

Want my pitch template or review of your draft? Join Pop Club or work with me 1:1

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