~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Writing Etc. – May 1, 2007
ISSN: 1545-5580
Make your writing sparkle. Write killer queries. Get published.
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Notes from Minnesota
Writing for Trade Journals by Bob Bly
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Notes from Minnesota
OK. I’ve had it.
I just got off the phone with the most fascinating woman. She had class, style, an
international lifestyle.
As we spoke, she emulated everything I’d like to be, have, and do.
When she spoke of her “significant other,” my curiosity piqued. I made an instant
decision.
I’m tired of being the boring, stable, and vanilla person in my family. After 20+
(actually it’ll be 25 this year) years of marriage I’ve decided to call Maury (my dear husband) my “life
partner.”
Dunno. It just sounds mysterious, urban. Quite cool if you ask me.
When Maury came home this afternoon, I made my announcement.
He just laughed, mumbling something about how interesting it is to be married to a
writer.
I don’t know what my new linguistic relationship with my “life partner” (gee that
feels odd to call him that, but it is an intriguing sensation) will entail, nor do I have a clue how our dear
son will react when he catches wind of my latest whim.
But it’ll be an interesting adventure.
Language creates reality. I can’t wait to see where my new linguistic gymnastics will
take us.
I’ll let you know how it goes… and how long my new adventure lasts.
Enjoy your week! I’m off to Delaware. If you live in the area, give me a holler before
my take-off flight on Thursday. It would be a hoot to meet you face to face.
Beth
P.S. I’d love for you to join me in Delaware at the first 3Chix seminar. The night
before the festivities I’m planning on hanging out in the bar. Track me down so we can talk shop.
The morning of the seminar, I’m taking my daily walk. You’re invited to join in. Be
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individualized attention. Want details? Surf here: http://3chix.com/What_You_ll_Discover.html
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~~~~~~~~~~~~ Feature Article ~~~~~~~~~~~~~~
Writing Articles for Trade Journals
Robert W. Bly
An Excerpt from Bob Bly’s Guide to Freelance Writing
How to Make $100,000 A Year And Have The Time of Your Life Doing It
http://FilbertPublishing.com/bob.htm
If you’re
concentrating on trying to sell your manuscripts to Redbook, Esquire, Reader’s Digest, Travel
& Leisure, Sports Illustrated, and the other “consumer”
magazines, you should know about a larger, less competitive, and potentially more lucrative “other world” of
magazine markets: the trade journals.
I got my start
in writing for the trades with no previous publishing experience, making sales to such publications as
Audio-Visual Directions, Industrial
Marketing, Chemical Engineering, and DM News before breaking into consumer magazines (including Cosmopolitan and
New Woman),
and books.
I think you’ll
find breaking into these specialized magazines easier than breaking into the big-name, general interest
publications, too. Be aware that per-article pay rates don’t rival Playboy’s or Family Circle’s, but neither does the competition among
freelancers. Since trade journals accept a larger percentage of the articles proposed by writers, you might be
able to make more money writing for the trades than for consumer magazine
Trade magazine
editors often rely on “outsiders” for much of what goes into the magazine – sometimes as much as 60 percent of
the copy. Because the trades have smaller staffs and a strong feeling of loyalty to their readers, they often
welcome new ideas from those familiar with their field.
I’ve had many
pleasant and rewarding experiences writing for the trades. For example, an editor at Computer Decisions obtained material from my seminar on technical writing. The editor asked me to turn it
into a 1,200-word article on how to
write user’s
manuals. Using the material already at hand, I wrote the piece and had it in the mail in under an hour. A week
later, I received the magazine’s check for $750.
In the past,
I’ve added as much as $6,200 to my annual income writing articles and columns for trade journal
editors.
Before you
attempt to make your own profits in this market, it’s essential to understand just what these magazines are
about. Trade magazines serve the needs of a special interest market. They exist in just about every field.
Whether you’re interested in aviation (Aviation Daily, Aviation Engineering & Maintenance),
fertilizer (Fertilizer Progress, Farm Chemicals), or turkeys (Turkey World), there’s at least
one appropriate magazine for you to approach.
Trade journals
exist to keep professionals up to date on developments, conferences, trends and practices in their field.
Readers need the information the journals provide to help them do their jobs better. As a result, trade articles
are practical and specific, and, depending on the magazine, can be in-depth or
technical.
All provide
straightforward coverage of a specific industry. Unlike their consumer cousins, these magazines don’t strive to
be flashy or singularly entertaining. They look different, too – generally a little less slick than the
mass-market magazines. Visuals are used to communicate information, not to add glitz or lure
readers.
Your first
step to writing for the trades is to decide which journals interest you, and which match your background and
writing capabilities. You don’t need industry experience or an engineering degree to write about most subjects
covered by the trades, but you will have to know how to research and interview.
In my case, I
have a bachelor’s degree in chemical engineering. I find, however, that my background doesn’t much affect my
ability to turn out clear, comprehensible trade articles on a wide variety of topics. I’ve published numerous
articles outside my chemical engineering specialty, including pieces on semiconductors, aerospace, defense,
management, PowerPoint presentations, sales, leadership, and computer software.
Since more
than 6,000 trade journals are published, you must zero in on the publications that are appropriate markets for you.
First, list
subjects you’re interested in writing about. Then, search Bacon’s Publicity
Checker, the Business
Publications edition of SRDS
(Standard Rate and Data Service) or Writer’s Market for listings of trade journals that cover these topics. (These books are available at
your local library.) Bacon’s and SRDS contain the most listings, but Writer’s Market provides a more detailed description of each journal’s editorial
requirements.
From the
first, request sample copies of trade magazines that relate to the subjects you listed. In studying these
issues, see what kinds of stories the editor uses and note their degree of technical difficulty. Determine
whether these pieces are written by staff writers, outside technical experts, or freelance writers. (Check
article bylines against the masthead’s list of staff writers or read the author bios printed with articles.)
Most trade editors combine work from staff writers and freelancers.
If every
contributed article carries the byline of a chemist or an engineer and you are neither, querying the editor is
probably a waste of time. Likewise, if the
material seems
hopelessly technical to you. On the other hand, if you have an interest in, say, computers, but terms
like asynchronous and
ASCII are unfamiliar to you, a dictionary of computer jargon might be all you need to write an acceptable article.
In studying
your sample issues, you’ll notice that trade journals commonly use eight types of articles. Not all magazines
may buy every type, but understanding how each is constructed and what each tells readers will help you create
salable ideas.
1.
Features are
lengthy and in-depth articles addressing a specific problem, trend or development of interest to readers. The
feature is the issue’s main attraction and is generally supported by considerable research and interviews. For
example, High Tech
Marketing’s feature story, “Are There Equal Rights in High-Tech?”
included interviews with ten executive women and quoted the results of three relevant career and salary
surveys.
2.
Industry roundups focus on a specific type of product important to readers’ businesses. The roundup
examines in depth the advantages and disadvantages of the various versions of the product, often mentioning
specific manufacturers. One such article in Packaging highlighted various
foam-packaging products on the market and their applications.
3.
Case histories examine one company’s experience with a product, service, or new process or technology.
They are shorter than features, (usually one to two magazine pages with photos), and follow a
problem-solution-results structure. One case history I wrote showed how super-absorbent meat pads increased
sales and cut rewrapping time in a supermarket chain. Another told how a
petrochemical
company solved a costly underground oil leak problem using a management consultant’s decision-making technique.
The key factor that makes an article a case history is that the article tells how one company used
another company’s product or
service.
4.
Tutorials, also known as how-tos, offer practical,
specific tips on such topics as how to increase efficiency, control costs, maintain machinery, select equipment,
save energy or prevent pollution. My article “Plotting Your Course” in Audio-Visual Directions told
audio-visual producers about a new, more convenient format for writing, reviewing, and revising
scripts.
5.
Interviews profile an industry leader, trendsetter,
“rising star,” or professional who has solved an on-the-job problem or achieved outstanding success in the
field. For instance, Computer
Living ran an interview with Stephen Wozniak, co-founder of Apple Computer, Inc. Such pieces may be
written in either Q&A (question-and-answer) or story format.
6.
Company profiles describe how a particular company
has become successful. Though these tend to focus on the management style and philosophy of the company’s
president or top executives as revealed in interviews, they also examine key decisions and how the company faced
problems. In Food in
Canada magazine, “Golden Valley Builds on Total Market Base” told how a food-processing firm grew
from a company with two products to one with 82 different items and sizes. Sprinkled with quotes from the
president of the company, the piece included a brief history, descriptions of new market ventures and
products,
Its future sales plans, and a discussion of the company’s conservative marketing
approach. Unlike a case history, which is the story of the successful use of a single product in one specific
application, the company profile is more far-reaching, covering the progress, development, and growth of an
entire firm.
7.
General management/business
articles offer advice on general interest topics, such as time
management, public speaking, writing, and performance appraisals. These can be ideal articles for lay authors to
write, because they require no specialized knowledge of the industry and are written from personal experience or
research. I wrote a series of nine articles for CPI 100 on such
topics as “Improving Interpersonal Relationships,” “How to Improve Your Presentation Skills,” and “Sharpening
Your Listening Skills.”
8.
Essays present the writer’s personal opinion on an
industry-related trend or issue. For example, I contributed a “Perspectives” column to Business Marketing magazine that
said corporate marketing managers needed to be more sensitive and considerate in dealing with freelance writers
and artists hired by their firms.
Not every magazine presents these common article types in the same fashion. Note in
your sample issues the tone, style, and content favored by individual editors. To be able to pitch an idea
effectively, you must familiarize yourself with the magazine by reading several issues to get a general
feeling and to pinpoint their audience.
An additional tool available to writers is the editorial calendar. Many trade journals
annually plot the major issues to be covered in each issue throughout the year. Proposing a piece that ties
in with a topic planned for a future issue can work to your
advantage. “If people respond to our editorial calendar with ideas for specific
issues, great,” says trade magazine editor Rick Dunn. “Or, if they can provide background for a story we want
to do, they’ll have an edge in getting into the magazine.” (Request a copy of a magazine’s editorial calendar
from the editor at the same time you send for sample issues.)
Your ability to develop salable ideas may depend on your familiarity with the
industry. Personal experience in a given trade may point you to potential articles for the appropriate
journal, but there are many sources for those writers without previous work experience in the
industry.
Company marketing and public relations departments often will tip writers to
newsworthy problems, technologies, and overall trends. If you can establish a rapport with a person who works
in an industry you plan to cover, pick his or her brain about special problems, new products, or new
techniques.
Contacts within companies also may direct you to their customers, (who use their
products), or to their public relations agency, if they have one. Since PR account executives live to promote
their clients, they can be an excellent source, especially for case histories. All of these sources can also
supply literature and background information. (O’Dwyer's Directory of Corporate Communications lists the names,
addresses and phone numbers of public relations directors at 4,000 of the biggest US corporations and 1,000
of the top industry trade associations. O’Dwyer's Directory of Public Relations Firms can tell you the same
information and the clients of more than 1,400 US public relations agencies. Both are published by J.R.
O’Dwyer Co., 271
Madison Ave., New York City 10016, tel.
212/679-2471. Your library should have copies.)
By asking these organizations to put you on their mailing lists, you can keep up with
news in the field on a regular basis. Just write to the PR directors and explain that you’re a journalist
covering their industry. Inviting material from many sources will help develop industry roundup
articles.
Don’t overlook newsletters, magazines, newspapers, and TV as additional sources of
ideas. Short items about business, industry, and technology can serve as the starting points for full-length
trade journal stories. For example, one of International Paper’s
well-known “Power of the Printed Word” series of advertisements gave me the idea for my “Improving Your
Presentation Skills” article.
Once editors know you and your work, they may come to you with article ideas. Many
times, freelancers are asked to write monthly columns, (with a guaranteed payment for each), for trade
journals based on earlier work for the magazine. For example, based on a single article on how to write
catalog copy, an editor asked me to contribute a regular column to a catalog-marketing newsletter.
Although trade journals may be a different “world”
from consumer magazines, they are part of the same industry. Editors of trade publications treat writers exactly
the same as consumer publication editors; similarly, the editors at Packaging, Modern Material
Handling and Turkey
World expect to be treated with the same respect you’d give the editor of Ladies’ Home Journal,
Cosmopolitan, or TV Guide.
In querying editors of trade journals, there are two points that you’ll want to stress
more than you might in a proposal to a consumer magazine:
·
Sources. If you’re an expert in the field, fine. If not, you will need to
interview qualified people and collect as much printed material as you can. Title, position, and experience of
your sources can demonstrate your professionalism and get your idea approved.
For example, if you were writing a feature article on “How to Reduce Electrostatic
Discharge Damage in the Manufacturing Plant,” you probably would want to talk to production line supervisors,
electrical engineers, and packaging engineers. Other sources of information could include manufacturers of
electrostatic discharge control materials, university researchers, and industry trade association
officials.
To find these individuals, consult the O’Dwyer directories or, for the academic
research labs, the PR directors of local colleges and universities.
·
Photos. If you’re writing about a product, the editor will probably want to
run photos of it. If your article is a company profile, stating the availability of photos of the people you
interview might help make the sale. Check Writer’s Market or sample issues of the magazines you want to write for to
find out whether they use photos with stories. You don’t have to be a professional photographer; color slides
taken with a 35mm camera, or good quality shots taken with a digital camera, are acceptable to many
publications. Other sources for photos are trade associations, companies, and PR firms.
It’s after you’ve won an editor’s approval that you’ll discover the major differences
between the worlds of consumer and trade magazines. Writing trade journal articles requires a different
approach than writing for popular magazines. The following tips will help you produce articles that
sell:
·
Timelines and the informational value of a story are almost always more important than
writing ability and style. Don’t worry about catchy leads and clever phrases; instead, ask yourself, “Will
what I’m writing be interesting, helpful, and clear to the reader?”
Here’s the lead of “Ten Ways to Stretch Your Advertising Budget,” a general business
article published in Plastics Industry News, a magazine for
advertising managers in the plastics industry. Note that the paragraph is factual and functional, not
fancy:
“Most business-to-business advertisers have smaller ad budgets than their counterparts
in consumer marketing. Here are ten ways to get more out of your advertising dollars – without detracting
from the quality and quantity of your ads and promotions. In some cases, these ideas can even enhance the
effectiveness of your marketing efforts.”
·
A clear, straightforward, logical presentation of the story is best.
Trade journal readers are busy people; they read them not for entertainment but for the information that can help
them. So make your article concise and to the point, as in this lead from a piece on “A New Approach to Surge
Suppression,” from Electronic Component
News.
“A new type of surge-suppression technology, recently introduced by RCA Solid State,
has been developed to protect sophisticated electronic circuits from rapid, high-voltage power surges that
conventional surge suppressors cannot handle.
“This new surge protector, called a Surgector, is really a two-in-one device combining
two proven components – a zener diode and a thyristor – in a single unit.”
Here the reader is given the whole story, in capsule form, in the first two sentences
of the article.
·
Concentrate on getting all the facts.
While entertainment-oriented magazines require a hook or angle to set apart their feature stories, the trades
seek out articles that show readers how to save money, time and labor, or improve on-the-job
performance.
·
Be specific. Support claims and statements with statistics, examples, studies, and
explanations. Jim Russo, former editor of Packaging, says: “If someone tells us something is more efficient than
something else, we want to know how much more efficient.”
Here’s how I used a few choice statistics to beef up my article, “How to Write
Business Letters That Get Results”:
“How many letters actually get their messages across and motivate the reader?
Surprisingly few. In direct mail marketing, for example, a 98% response rate is exceptionally high. So a
manufacturer mailing 1,000 sales letters expects that only 20 people will respond to the pitch.”
·
Be objective. Your article should give useful, accurate, honest information and
advice, not rewritten corporate bulletins and press releases. If you do a story on vacuum pumps, talk to
many pump manufacturers, not just one. If you are describing a
new management technique, give the pros as well as the cons. “One-sidedness doesn’t interest us,” says Mark
Rosensweig, editor-in-chief of Chemical Engineering. “We
want all the disadvantages spelled out, as well as the advantages.”
·
Write for the level of the magazine’s audience-not for the editor and not for
yourself. If you’re just learning a subject, it may be difficult to refrain from explaining and defining
basic terms or techniques. However, remember that readers may be more knowledgeable than you and may be bored
or insulted if you offer them elementary material.
Here’s an excerpt from an article I wrote; its purpose is to get design engineers to
consider using magnesium in the products they are designing. The copy doesn’t talk down to the reader, but it
isn’t overly technical or dull, either:
“Magnesium has a strength-to-weight ratio equal to steel’s, is lighter than aluminum,
and can be extracted from seawater in virtually unlimited quantities. It is rugged, fatigue resistant, and
easier to machine than all other structural metals.
“Until recently, high cost, together with its alleged flammability and susceptibility
to corrosion, limited the use of magnesium as an engineering material. Today the changing economics and
availability of raw materials, coupled with new extraction
processes, are closing the gap in cost between magnesium and its major competitor,
aluminum.”
·
Follow an orderly, sensible progression. Introduce a particular problem, then describe
its solution and the result. Or discuss the latest developments in an industry, then the reasons for them,
and finally their predicted impact on the bottom line. The article’s organizational structure should make it
easy for readers to understand and follow your story.
One organizational structure that works well for
many types of trade articles is the list format. You just present your ideas or advice as a series of numbered
points. I’ve written numerous articles – including “Ten Tips for Better User Manuals” (Computer Decisions), “Practical
Techniques for Producing Profitable Ideas” (Chemical Engineering), and“22 Rules for Successful Self-Promotion”
(Direct Marketing) – using this
format.
·
Double-check your facts. If you have doubts about the technical accuracy of your
article, especially if it’s a complex, statistical piece, ask someone familiar with the subject to review it.
This might be a neutral third party or someone you interviewed.
·
Be thorough. People reading your article may make decisions or procedural changes
based on what you write. They require accurate and complete information.
·
Keep your notes and source material for at least six months after the article is
published. This documentation can be used to defend your article if readers question its accuracy.
Now let’s talk about fees. Trade journals usually pay less than consumer magazines –
in fact, some don’t pay at all. And among those that do pay, rates are all over the lot. An experience I had
tells the tale. For a 1,500-word article on improving technical writing, published in Chemical
Engineering, I received only $100. The next month, a
corporate client asked me to ghostwrite a 1,000-word article on computers. The writing took only a few hours,
and the client paid me $1,000. In general, rates paid by trade journals range from $50 to $400 per magazine
page. But some pay more, others less.
However, editors – and fees – are flexible. I know a freelance writer who insisted on
payment for an article he submitted to a strictly (I thought) nonpaying magazine. His steadfastness earned
him several hundred dollars.
The time to talk about money is after you’ve received an assignment letter from the
editor. If the letter doesn’t mention payment, write the editor, asking what fee he or she is
offering.
Seasoned writers with a long list of credits – or writers with an exclusive story of
particular interest to the editor – may be able to negotiate higher fees. But beginners may not be able to
negotiate such treatment, and may have to settle for a byline that can lead to future sales.
Trade journals represent one of the easiest markets for novice writers to crack.
They’re also a reliable market for veteran writers. You won’t get rich writing for the trades, but you can
generate a steady supplemental income year after year.
~~~
You’ve just read an excerpt from Bob Bly’s Guide to Freelance Writing Success: How to
Earn $100,000 A Year And Have The Time Of Your Life Doing It. Pick up your own copy here: http://filbertpublishing.com/bob.htm
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Paying Markets:
I’m in Delaware this week. Seriously. The Paying Markets will be back real
soon.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
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