Insider tips from the perspective of publications and magazines
You’ve crafted a great story. You’ve got the photos. You’re excited to get your work published. But before you hit send on your next pitch to that dream magazine or online platform, pause.
Because if there’s one truth in editorial photography, it’s this: Beyond good work, editors are looking for the right fit.
So what exactly are editors looking for when you pitch them a photo story? Let’s break it down.
1. A Clear, Compelling Idea—Not Just Pretty Pictures
A pitch isn’t just about sharing your favorite images. Editors want to know:
What’s the story here? Why now? And why you?
Your pitch should answer:
- What is this story about in one or two sentences?
- Why is this story relevant now (timeliness or timelessness)?
- What angle or insight makes it unique?
- Why are you the person to tell it?
Pro tip: Don’t just describe the place or the people. Reveal the tension, the contrast, or the unusual element that makes your story stand out.
2. Proof You’ve Researched the Publication
Editors can smell a generic pitch a mile away. If you haven’t read the publication or studied its past stories, your pitch will probably end up in the archive. Or trash.
Do this:
- Mention a past article or photo essay from their publication that you loved, and explain why.
- Use similar tone or structure in your pitch.
- Make it obvious you’re not mass-emailing everyone.
Example:
“This story could be a strong fit for your visual essays section. It’s similar in tone to your feature on rural Icelandic farmers from last fall.”
3. A Tight Edit of Images
Don’t send 100 photos. Editors don’t have time to scroll endlessly.
Curate 10–15 strong images that tell the story visually. Think about variety:
- Establishing shots
- Close-ups
- Details
- Portraits
- Action or interaction
Tip: Put them in a shareable link (Google Drive, Dropbox, or your portfolio site). Bonus points if you include image captions that hint at the narrative arc.
4. A Visual and Narrative Arc
Editors love stories with shape. That means:
- A strong opening
- A developing thread or theme
- A resolution or lingering question
Even if the story is open-ended, it should still feel like a visual journey. Try to pair your photos with a short outline (or paragraph) that shows the narrative flow.
Exercise: Lay your photos out in sequence and ask: What am I trying to say? What thread connects these images?
5. Professionalism, Clarity, and Humility
No matter how edgy or artistic your style is, your pitch should be professional and easy to understand.
When emailing an editor, make sure you:
- Use a clear subject line: Pitch: “Title of Photo Essay” for [Publication Name]
- Include a brief introduction (who you are + 1–2 relevant lines)
- Link to your portfolio or relevant past work
- Sign off with gratitude and openness
Don’t oversell. Don’t underdeliver. Editors appreciate honesty and humility. No need to pretend you’ve shot for Nat Geo if you haven’t.
6. A Sense of Purpose
The best pitches have intention behind them. Not just “I took these in Morocco” but:
“I spent two weeks documenting the rhythms of a women-run tannery in Fez—one of the last traditional ones still operating. The story explores labor, community, and the generational skill behind a fading craft.”
Show them that you care about the subject. That there’s depth beneath the visuals.
What Editors Don’t Want
10 red flags that will get your pitch ignored:
- “To whom it may concern”
- 20+ attachments clogging their inbox
- A generic or copy-pasted email
- No clear story angle
- No research on the magazine
- No introduction or context
- Unedited, repetitive images
- Spelling errors in your pitch or captions
- An ask to be “featured” instead of a pitch
- A link with no explanation
Final Thoughts: You’re a Collaborator, Not Just a Contributor
Editors don’t want passive content. They want collaborators—people who bring fresh ideas, creative energy, and care deeply about their work. So pitch with purpose, with heart, and with a willingness to shape the piece together.
Bonus: Sample Pitch Template
Subject Line: Pitch: “Veins of Salt” – A Photo Essay on Bolivia’s Salar Workers
Hi [Editor’s Name],
My name is [Your Name], and I’m a documentary photographer based in [Location]. I’m pitching a photo essay titled “Veins of Salt,” which documents the daily lives and challenges of salt miners in Bolivia’s Salar de Uyuni. The story explores the intersection of labor, tradition, and the shifting landscape under tourism pressures.
This piece would suit your visual storytelling section, especially alongside recent features like [relevant article].
You can view the images here: [Dropbox / Portfolio link]
And a short written outline here: [Google Doc link or paste]
Thanks for your time, and I’d love to hear if this could be a fit.
Warmly,
[Name]
[Website / Instagram]
MELISSA MARTINSEN 