Carol Bryant, of Fido Friendly Magazine, presented on getting your blog or cause covered in traditional media at the BlogPaws 2010 West pet blogging and social media conference in Denver on September 9-11, 2010.

1. From Blog to Traditional Media

2. It all starts
with the Pitch Letter.
A Pitch Letter to a magazine editor is very similar to a blog post—
a letter personally written to individual journalists, writers, or editors (and more recently
website owners and bloggers) that promotes a specific story idea to them for coverage.
1 2 3 4
Content that you An initial perception A blog is a personal Do you like to write
currently have in your was that magazines are online journal. Do you product reviews?
blog can be modified dying or will soon go the ever share an opinion Report the facts or
to a magazine style way of the dinosaur. Not with your audience? This uncover a story
in addition to calling so; as we’ve seen, the tone suits itself perfectly perhaps no one else
attention to your blog. magazine evolves. The to an op-ed column has scooped?
shape it will take may (opinion editorial) in Weekly and monthly
change, but people will a newspaper. magazines love these
always want to curl up sorts of feature stories.
with a good read, page
through and catch up
on their favorite topics,
whether that be in print,
Tablet, Smartphone or
internet browser.

3. 9 tips for getting
published in magazines
1 2 3 4
Understand the Be sure to query Quadruple check Short and sweet.
magazine’s ins and the correct person. grammar and
outs: Read at least ✱ Don’t ramble, share your life story or why you are
spelling.
a few recent issues ✱ Departments have so qualified.
to know: different editors— ✱ It often takes more
✱ An average time spent reading a query is less than
do your homework time to research and
✱ Has your topic been 60 seconds. Something you put blood, sweat, and tears
to find out who proof than it does to write
covered recently? researching is skimmed over. Make every word count.
the article.
✱ Call the magazine if
✱ Is there an editorial ✱ Cute stationary not necessary; make the words, not
unsure and ask to speak ✱ Do not misspell the
calendar? (Check their the aesthetics, define your pitch.
to an editorial assistant editor’s name.
website.) for more info ✱ Explain what you want to write about, how you will
✱ Don’t pitch regular organize it (column it fits), who your source(s) will be, and
✱ Find out HOW to pitch
columns with staff writers some examples.
them: email, fax, snail
mail, and if a SASE is ✱ Take a familiar concept and put a fresh spin on it: My
✱ Get to know the tone
allowed AARP example. Empty nest syndrome. Many parents will
and perspective of the
magazine be left behind this time of year as school is in session, kids
✱ Check the magazine’s
start college, but what about Fido? I pitched this to AARP
masthead – listing of staff,
✱ Don’t send out a and they were eager, liked it, but they have a 6-month
operations, information
generic letter to several lead time, so think ahead.
magazines at once. ✱ Most editors don’t have
the time to pass your
query along

4. 9 tips for getting
published in magazines
5 6 7 8 9
Be specific. We’ll Don’t harass Find the Learn to take Learn the target
review this in the people after magazine’s rejection and the audience of
query letter, but you’ve pitched. formula. not personally. the magazine.
don’t be vague. (This also applies MORE sells to
✱ Nothing is more to newspapers.) ✱ Writers with tough skin women over
Don’t say: I want to annoying than asking will forge ahead. 40. Even dog
write about dogs and someone over and over. ✱ See what the magazines have
When I was managing magazine does and ✱ Editors can’t comment
diabetes. It’s been done. age and target
editor, nothing annoyed what they write about, on every query they
demographics.
Do say: What about me more. I am where you receive.
then put a fresh spin on it. Write to that
diabetes and dogs in are. I want the answers,
✱ Tired and old won’t get ✱ Not hearing or being audience
recent years? What too. Persistence pays off,
in, fresh and timely will. rejected doesn’t make
will make your article pesty does not. ✱ Do your homework, be
the pitch bad. May not
different from the five short and sweet, specific,
✱ It may take several be for that publication.
other diabetes and dogs and smart.
weeks to months to hear
pieces they’ve run in
something. Don’t sit idle ✱ Don’t gush, don’t be a
the past 3 years? Think
and wait for one reply. fan; be professional and
outside the box.
✱ Don’t overpitch knowledgeable about
the article. Editors the content.
communicate. You may
✱ Less is more, make
get 2 yesses. Then what?
every word count.
✱ Join a group like Media
Bistro where “How to
Pitch ____ Magazine” is
given. Details!

5. What about clips?
Many magazines will ask for your clips. As a blogger or someone who may
not yet have professional clippings from other publications, there are other
assets you can talk about instead. No clips need not mean no assignments.
✱ Clips from your blog
✱ Your background. Are you a dog trainer? Interviewed them on your blog?
Have a degree in English? The key is to establish yourself as an expert.
✱ Hobbies and personal expertise. Do you love dog shows? Involved in
rescue? Have a special dog you helped to get a home? Pitch it.
✱ Good writers are not the experts on everything. As bloggers, we know
this. We need to be able to access the experts and formulate an article.
State your ability to contact experts and mention who in your pitch letter.
✱ Write what you know and be able to research what you don’t!
✱ Let people know you are an expert. How? Write a press release and send
to companies that you are an expert and available. Some PR companies
pitch us and let us know they have an expert. Give us a sample and then
contact info.
✱ Find experts by browsing your favorite magazines and getting the
names in those articles.
✱ For books, look at the people they thank and try to contact them.
✱ Newspapers. Much of this applies to newspapers as well , op-ed to bigger
papers and local ones

6. One trip means many voyages.
Not sure what to write about?
One experience can be used in multiple places.
Case in point:
✱ I took a week-long trip to Maine. ✱ Since establishing the blog, I’ve written about Maine.
✱ Knowing I was going, I pitched a dog travel magazine ✱ During my time in Maine, I visited many dog stores and
with an idea on what every dog owner needs to know can use them for the blog for interviews, stories, etc.
prior to traveling with their dog. I used bullet points in my
query letter. It was successful (show query letter). Paid. ✱ Talk to people when you are out. Find out what makes
them unique.
✱ My piece on traveling with Fido was published in a
dog magazine; ✱ Working from home or in front of a computer doesn’t
mean never leaving it.
✱ During my stay in Maine, I found a paper called
Downeast Dog News. I brought it home, pitched the editor ✱ Don’t just settle on one style. Try something new.
an out-of-towners perspective on traveling through Maine
with her dog. They gave me the cover story. Paid. ✱ If you get accepted, find out the pay, how you’ll get
paid, the rights, if you need to sign anything, if there is a kill
✱ WOW (Women on Writing) was asking for pitches for fee, when it might run, any copies to you, be cordial!
women who have made a difference in the writing world. I
interviewed the then- publisher of Downeast Dog News for ✱ Be unique. “I lost 40 pounds by gaining 25: How a dog
them and was published online. Paid. helped me walk off the pounds” (won a writing contest)
✱ I pitched a dog magazine about my travels in Maine ✱ Petsmart does essay contests—do them—I won.
and mentioned specifics about the trip. I researched and
found they hadn’t done this yet. It was picked up. Paid.

7. Essential Magazine Terms 101
✱ All-rights contract: Legal contract between ✱ Lede: The opening to an article, the lede.
publisher and freelance writer granting all rights to Misspelled intentionally.
the completed work to the publisher.
✱ Nut graf: Located after the catchy lede and
✱ Beat: A subject or an industry the reporter or editor lays out the article. Sort of like a thesis statement
is responsible for covering. in a term paper.
✱ Close: Final few nights when pages go to print. ✱ Masthead: Names and titles of those responsible
for the magazine’s publication. Usually in the first
✱ Dek: one sentence or a few sentences below the few pages of the magazine. Changes frequently.
headline. The dek basically summarizes the article.
Misspelled intentionally. ✱ Pullquote: An actually quote pulled from the
article that will run alongside or with the piece.
✱ Evergreen: Something that can be published
at any time, any year. It is not tied in to one ✱ Sidebar: Additional information about the
season or holiday. article that is separate and usually runs in boxes
alongside the piece.
✱ Graf: Another word for paragraph, misspelled
intentionally. ✱ TK: As in “to come.” An industry term used as
a place marker to indicate missing information in
✱ Hed: The headline, misspelled intentionally. article drafts. Since the two letters T and K do not
coincide in an English Dictionary, it also becomes
✱ Kill fee: Payment to a writer whose article easily searchable within any document. This way,
won’t be published. Sometimes a flat fee but you can be sure no TKs go to print.
other times a percentage.

8. Anatomy of a
Pitch Letter (Email)
1
TO: Parenting magazine This is the hook. This
SUBjECT: Query: How to add a new baby to a dog household should grab the editor’s
attention. Is there a
Dear Ellen, problem with a solution
you have? It begins with:
“Did you know…” or
Babies, the saying goes, complete a household and make life worth living. They “What would you do if…”
also bring change in routine and a complete upheaval of lifestyle for others in
the family. Older siblings might initially show resentment towards a new baby
2 taking the spotlight away from what was once theirs: Your sole affection.
Next is the pitch. The
purpose is followed by
What about the canine variety in the family? Dogs need to acclimate with
the body and presents
the details of your article. a period of adjustment, too. With a little bit of TLC and using the advice in
this article, Fido will be howling rock a bye baby in no time.
I propose authoring a piece for Parenting magazine on “How to add a new
3
Third, the credentials.
baby to a dog household” for the Solutions section.
Why are you the best
person to write the
As a dog writer and the social media director for FIDO Friendly magazine, article proposed?
I will couple my experience with the expert advice of a psychotherapist
4 and veterinarian on the topic. Parenting readers will be invited to help Fido
The close goes here. along with hands-on, can-do advice that is simple to follow and easy to do.
“If you are interested in
this piece, I can turn it
around in a week.”
If you are interested in this timely piece, I welcome hearing from you.
Samples of my writing as well as my blog and media kit are listed below in
the links outlined. Thanks for your time and consideration.
Kindly,

9. A Pitch Letter that worked for me
Dear Susan,
Vacation: Those eight letters so many of us pine for, perhaps once a year or maybe a
weekend getaway. For many canine owners, hitting the open highway with an excursion in
mind can also mean 13 other letters: No Dogs Allowed!!
I propose authoring a piece for your magazine detailing how to take a vacation where Fido
can come along. What makes my piece different from other traveling pieces you’ve covered
is its unique content:
• The one call to make prior to traveling that can save your pet’s life
• The question all dog travelers must ask if renting a house on vacation
• Two must-have products to save you a trip to the vet while vacationing
• Elderly pets need not be left behind thanks to these tips
• Ten items to pack in the doggie “day trip” bag
• Three questions to ask the front desk before booking a room
• How and where to eat with Fido while on vacation
• Five documents to make the trip easier on everyone
• A five-minute quiz to determine if Fido is road ready
In conjunction with veterinarians, Dr. Smith of Smith Clinic and Dr. Adams of Adams Clinic, I will
provide little-known and rarely discussed safety tips. Having traveled the country extensively
with my dog for over 10 years, I have shared this information with many fellow travelers.
As a freelance journalist, my articles have appeared in several magazines, including. My
background in education will also serve this piece well. My tone is warm and friendly and
dogs are my passion.
My website is listed below and published clips are attached. I look forward to hearing from
you about this very important canine travel information.
Kindly,
Carol Bryant

10. DOs and DON’Ts when Pitching
DO DON’T
✱ Be concise, every word counts ✱ Be able to sum up the angle ✱ “I expect to hear back from
of your pitch in one sentence. The you…” Don’t be pushy
✱ Few paragraphs, do not ramble pitch is longer.
✱ Follow up constantly
✱ Follow up after a few weeks ✱ Think of deks that magazines or be impatient
put under headlines. The blurbs.
✱ Unique idea and fresh They summarize the piece. ✱ Have a pitch with errors
✱ State that clips are available or ✱ Email a followup with your ✱ Use HTML formatting that may
provide links to online clips original piece pasted below it. not show up correctly in email
✱ Follow submission guidelines ✱ Followup may say “I know you ✱ Use emoticons and slang
are busy, but I wanted to be sure
✱ Keep tabs of who you pitched you’ve received this and if it is a ✱ Send clips as attachments
and when, what fit for ___ magazine.” or graphics
✱ Include an appropriate Subject ✱ An angle is something you read ✱ Write a very lengthy pitch
and think “Oh, I never thought of it
✱ Thank people if you hear back that way or heard of that before”
✱ Look into magazines you might ✱ If you cannot write your own
not have considered for pet dek, it probably means your idea is
market (i.e. Women’s Day) too vague
✱ Name drop if you have been ✱ Do let go if you hear nothing
referred by someone there after 2 followups

11. Must-Have Resources
www.mediabistro.com
Yearly fee: How to pitch, pitches that worked, names of who to pitch
www.writersbookstore.com
The Best of Magazine Markets for Writers 2010:
www.online-writing-jobs.com
wow-womenonwriting.com
www.woodenhorsepub.com
www.helpareporterout.com
Free service where you can be an expert or find an expert for a story.
It’s a call out. PR professional and animal lover did this. (Peter Shankman)
www.newspaperlinks.com/voyager.cfm
Newspapers nationwide for blog and story ideas
www.mediaontwitter.com
www.dwaa.org
Google Alerts
For story ideas
Three great books
Dirty Little Secrets of Buzz by David Seaman
The New Rules of Marketing and PR by David Meerman Scott
Anything by Penny Sansevieri

12. On the Radio
Radio station in the Dakotas recently contacted me to be a guest. Did a 30-minute segment live
on air and they emailed me a CD. I put that on my youtube account. Find out segment producers
of satellite or smaller stations. Pitch your idea to them. Be an expert. Add it to your resume.
Animal Radio and Pet Life Radio is the number one pet podcast radio network,
featuring weekly 30-minute talk shows hosted by the most well-known pet experts,
authors and radio and TV personalities in the world of animals and pets.
They have 500,000 listeners weekly on 99 AM-FM stations and XM Satellite.
Podcast afterwards airs across the country and you can listen on any phone as well.
Audio Contributions Written Contributions
You may submit produced stories You may submit a story to be used on
and audio segments to be used on Animal Radio®. Be sure to include all
Animal Radio®. Be sure to include all permissions to record, produce, broadcast,
permissions to record, produce, broadcast, re-publish online or in print.
re-publish online or in print. For identification • Email Judy@AnimalRadioNetwork.com
purposes, please introduce yourself (This is
____ for Animal Radio®), segue into your
copy, then introduce yourself. Story Ideas
You may submit ideas to our Associate
• E-mail Audio Files under 4MB to
Producers via email or snail mail.
Hal@AnimalRadioNetwork.com
• Email Judy@AnimalRadioNetwork.com
• You may also snail mail a CD or high quality
cassette to: Animal Radio ®, V/O Contribution,
PO Box 197, Shandon, CA 93461
Animal Radio Pet Life Radio
www.animalradio.com/submissions.html www.petliferadio.com
Animal Radio ® reserves the right to select what materials will be used on-air or online.
There is no financial compensation for contributions. All submissions retain original copyright; become the property of Animal Radio ®.

13. Lights, Camera, Action: TV
✱ Start local but dream big. Pitch yourself as an expert. Do you have
video/”B-roll” of yourself locally on tv? At a seminar? A convention?
Addressing the Chamber of Commerce locally? Use that.
✱ Caroline with Romeo The Cat is a perfect example.
✱ Recent pit bull on The Today Show because of one blogger’s crusade
✱ When pitching a story to broadcast media, who is the audience?
The demographic? Be familiar with their segments.
What makes you an asset to them?
✱ Generally broadcast media will find you. Make yourself known in other
forms of media. Blog, magazine, expert, speaker, newspaper, et cetera.

14. Be different. Be fresh. Don’t quit.