The Writing Coach Blog

Beware of Sending Out Duplicate Pitches

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by Rebecca Smith Hurd 

Q: Is it unprofessional to pitch the same story to more than one publication at a time, or should you wait for a response before moving on?

A: With freelance pay rates on the decline, most writers can't afford not to have multiple pitches in the offing at any given time. After all, the more stories you pitch, the more likely you are to receive assignments and, ultimately, get paid. But sending duplicate pitch letters — or offering up a single story, told from the same angle — to two or more editors at once is generally frowned upon.

"I think a freelance writer would starve to death if he or she always sent pitches out one at a time, so I don't think it is unprofessional to send out multiple article pitches," says Catherine Craddock-Carrillo, a commissioning editor for Lonely Planet. "What is unprofessional, and a surefire way to either be ignored or rejected, is to send out identical letters to each place, not tailoring your pitch to the particular needs of each publication."

Before you send story ideas to an editor, Craddock-Carrillo adds, make sure you get to know the publication you're pitching. Familiarize yourself with its contents, voice, and audience by reading a few issues (or articles on its Web site). Check out its submission and editorial guidelines for insight into how its editors prefer to receive pitches. Try to find out what the publication's lead times and deadlines are, too. Most editors plan days, weeks, and even months in advance. Armed with this information, present yourself and your ideas accordingly.

Keep in mind that publishing is a competitive business. One reason you shouldn't pitch the same story to multiple editors is that many publications take pride in offering original content. Alex Heard, editorial director for Outside magazine, says that the only real excuse for submitting an article idea to multiple editors at the same time is when your idea is so timely that you can't afford to wait an extra moment. For example, perhaps your pitch involves breaking news or an exclusive interview with an elusive yet sought-after source.

"If you (the writer) really feel this is the case, go ahead and multi-submit, but announce that you're doing so. Reaction to this will vary, depending on your clout and the temperament of the editors you're dealing with," Heard says. "If you're a young writer on your way up, it's likely to irritate people. Editors don't like to be told they need to ‘hurry' and make a decision, so they're likely to just blow you off. If you're Michael Lewis, they may say, ‘Hey, we better hurry and give Michael an answer.'"

Heard stresses that, if you're going to two-time editors, never forgo telling them so and merely hope for the best. "If you get accepted by Magazine A today, and then Magazine B three days later, the editors at Magazine B are going to hate you forever, or at least until they're all laid off and there's a new regime at B who doesn't know about it. But journalism is a relatively small world. Word is likely to get around."

This fear has kept Jenna Wortham, a reporter for The New York Times, from ever attempting the practice. "I've never pitched the same piece to multiple publications, largely because I never worked out what I'd do if that piece was accepted by both places simultaneously," says Wortham, who freelanced for Bust, Frommer's and Wired before joining the NYT staff. "Would I withdraw a pitch and risk burning a freshly forged contact? Or hope I possessed enough creativity to spin the pieces in different enough directions that the stories would be fundamentally different? It always felt too risky to attempt."

Once you've crafted and submitted an original pitch to a publication, wait for a reply before taking your business elsewhere. How long you wait, however, is really up to you. Give editors at least a few days — and no more than three weeks — to respond. "Editors usually can't tell you right away if they can use your story, but I think they should acknowledge receipt of your pitch within a week, even less time," says Craddock-Carrillo. "Writers really need to play this by ear."

Of course, you may never get a response. "If three weeks go by and you don't hear anything, you have a right to assume that the answer is no and you're being blown off, which happens all the time," Heard says. "Obviously, it's OK to re-pitch then. If you want to be extra-courteous about it, let the editor you originally pitched know what's up, in a non-crabby way. ...In my opinion, you can also skip this step and not consider yourself a war criminal."