Over the past few weeks I’ve received countless emails & messages on my online groups regarding magazine submissions and how to get work published. I hear you! There is so much information out there that it’s confusing to know what advice to follow OR to even know where to get started!
So I thought I’d feature a little blog that share some of my top tips on getting your work submitted to magazines, as well as share a list of magazines contacts to help you get started on the process! (Scroll down to find this FREE downloadable resource!).
Perhaps you are really new to the submission process? Perhaps you’re a portrait photographer looking to expand into fashion photography to attract more clients? Or perhaps you’ve already started to get your work published and want to up your game a little?
Getting your work published in magazines is a powerful marketing tool. It’s not just about getting beautiful tear-sheets for your portfolio. Editorial work allows you to build recognition in the commercial industry (or in the portrait world) which can lead into those important bookings. I could go on and on about how important published work is, but let’s dive into the top tips to give you more insight!
TOP 10 TIPS FOR GETTING YOUR WORK PUBLISHED
KNOW YOUR BRAND
Before we even think about sending our work out we need to understand our product and what we are offering. If you are new to the editorial world it’s important to take time to reflect on your work and your current style. What type of photography do you? What’s your visual style and what strong themes stand out in your work? What are you trying to say with your work? Even if you are an experienced photographer sometimes it’s important to take a step back and review your brand identity before planning any outreach. Knowing you have strong brand voice helps you determine what to say when marketing your work.
DO YOUR RESEARCH
When you are researching magazines you should be looking for publications that have the same visual aesthetic as you.
If you’re a bridal / portrait photographer that has a feminine light style, then you should research magazines that showcase a similar style. If you are a beauty photographer, then find magazines that feature beauty photography with a similar look.
On the other hand if you have a more raw visual aesthetic and you do a lot of black and white photography - find publications that seem to appreciate this.
This part of the marketing plan takes time. I would suggest putting the majority of your efforts into market research because it allows you to identify your target audience.
READ SUBMISSION REQUIREMENTS/GUIDELINES
Submission-based magazines will almost always list their submission guidelines or requirements on their website, making it easy for you to prepare. These guidelines usually help you understand how they accept files (file sizing and method of submitting), specific themes, how often they publish and how to send in wardrobe or clothing credits. If you submit your work to a magazine without reading this information, changes are your submission will be ignored. Set yourself up for success by writing down notes on each magazine when building a list of prospective editorial contacts.
FOLLOW THE SUGGESTED THEMES
If your goal is to submit your work then pay attention to the themes that various magazines list on their website and/or social media. It could be that a magazine is accepting spring stories and are looking for something in line with spring. Or they may be open to ideas and your interpretation. Some magazines are more specific and want photographers to submit work in line with concepts (for example - pastels, florals, 70s, futuristic etc). Again, do your research beforehand! Don’t just send work to submission email addresses hoping for a reply!
BE CLEAR WHEN ASKING FOR WHAT YOU WANT
Your email content should always be clear and to the point, you don’t want to overwhelm an editor with irrelevant information. If you are looking to get your work submitted then share the work you want to submit by attaching the relevant info & noting that you are looking to get that particular shoot submitted! If you are looking to be commissioned by the magazine for future editorials then your email content should clearly mention that. Introduce yourself and ask whether the magazine accepts commissions.
If you are pitching editorial ideas (with mood-boards) then introduce yourself, talk about your idea and that you’d like to contribute to a future issue.
My top tips are - be polite, clear & respectful of someone’s time! Believe me, those things go a long way when you are receiving countless emails every day!
PITCH WITH CONFIDENCE
Pitching doesn’t come natural to everyone - It didn’t for me me! It took me years to be confident when trying to ‘sell’ my brand. There are numerous ways to pitch your work but the main thing is to be confident in what you are selling and to ASK for what you want. You HAVE to be confident in your work otherwise you will not be able to sell it.
When pitching to editors or decision makers at magazines it’s also important to understand who you are talking to. Do your research to gather more information on the person and magazine in order to know how to structure your email in the best possible way.
* If you want to learn more about pitching with confidence take a look at my ‘Editorial' Guide’, a 95+ page guide on editorial photography! www.larajadeeducation.com/pdf-guides/editorial-guide
AVOID ATTACHING BULKY FILES!
Clogging up someone’s inbox with heavy files can be classed as disrespectful. When I first started out, I wasn’t aware of this. One of my first photo agents once told me she deleted any email that had a heavy attachment, especially if it wasn’t from someone she knew.
With this in mind, any email attachment should be 2MB or lower. If you need to send high res files (for example a high res PDF showing a curated portfolio) then use file sharing services such as WeTransfer or Dropbox.
UNDERSTAND YOUR PLACE ON THE EDITORIAL LADDER
Picture all of the publications on a ladder. The smaller publications and print-on-demand magazines at the bottom, one step up lives the mid level publications that are either digital or print and at the top you have the major publications (Vogue, Elle, Harper’s BAZAAR etc). To gain momentum in the editorial industry you have to climb your way up the ladder by starting with the smaller publications and over time rising to the top. The smaller publications build your experience, help you gain tear-sheets and give you the ability to test out new techniques & creative teams (wardrobe stylists, make up artists & hair stylists etc).
There is no magic wand to help you get to the top but with in order to reach those goals it takes practice, dedication & most of all, a solid marketing plan. Remember that everyone is fighting to get the best of their industry so you need to have a good understanding of the editorial industry & stand out from the crowd.
Be humble when you are growing because you never know where your contacts will end up! Reputation in this industry is important.
BE OPEN TO FEEDBACK
Try to get as much feedback as you can. If your submission or pitch is rejected ask why it wasn’t a good fit & that you’d appreciate the insight. When I first started out I aimed super high (sometimes way too high) and I faced a lot of rejection but I also learned a lot.
Compare your work to the quality of editorials you are seeing in your goal magazines. Take time to reflect on what your strong points are and what your weak points are. Be honest with yourself and know that it takes time to develop your eye! Perhaps you need to refine your retouching or outsource to a retoucher - as you’re seeing the trend in magazines is more about raw imagery, or less retouched? Perhaps your lighting needs to be much more simple? Perhaps you need to work with better teams and stylists? These things are all developed over time but it’s important to understand where you currently stand in the industry and what areas you need to develop. I always encourage my workshop students and photographers who reach out to constantly be developing their eye and expanding their visual style. The greater your knowledge & the more you put yourself out there = the more work you will get.
AVOID PAYING ‘SUBMISSION’, ‘ADMIN’ OR ‘GUARANTEED PUBLICATION FEES’
In my opinion this is a BIG NO. Over the past few years I’ve noticed a trend with smaller independent magazines that are asking for ‘admin’ or ‘submission’ fees.
I’ve come to realize why this is a thing - demand for it. There are more photographers who are reaching out now than there has ever been. They see a financial opportunity as they most likely don’t have advertising (or very little) and to probably costs them time or money to keep the magazine alive. However, I believe asking photographers for submission fees is wrong and something we shouldn’t encourage.
As a photographer you may be paying out of pocket to produce a shoot so it’s a little insulting to be asked to pay again for the pleasure of being featured in an online magazine. There are PLENTY of magazines out there that do not ask this.. so please follow my advice on this one!
OTHER RESOURCES
MAGAZINE SUBMISSION LIST
If you are looking for magazine contacts & want to know where to start sending those first emails scroll down below to download my FREE resource for photographers!THE EDITORIAL GUIDE
If you are looking for a super in-depth pitching and getting published guide, the best place to find out all of this information is in my recently launched guide ‘The Editorial Guide’ This 100 page guide features topics such as pitching, email templates, identifying prospective editorial clients, rates & estimates, building your database & tips & tricks on how to stay relevant in the industry. It doesn't matter if you shoot fashion, portraits or wedding photography, this guide will re-invent the way you approach getting published & how you market your work!
www.larajadeeducation.com/pdf-guides/editorial-guide
Enjoy!
- Lara Jade.
