Since 2008, I’ve kept detailed notes on which publications I’ve been pitching to and their responses. This exercise has not only helped me grow as a freelancer by opening my eyes to what primarily works, but has provided a way of being transparent from my end in terms of how life truly works as a freelancer, and as a reality check for those looking to follow a similar path.
You can see previous charts from 2013, 2012, 2011, and 2008 to 2010.
Overview
2014 was my massive year of cleaning house metaphorically. Meaning, it was a year of reassessing work relationships, of purging and coming to terms with dead-ends, of identifying what type of travel articles I shouldn’t be writing, of pitching much less, and of fully simplifying my work life down to three (3) manageable tasks a day to dramatically improve productivity. Will share more on that in a separate post because I believe it has helped me drastically create a reasonable work-life balance that actually includes decent amounts of sleep each day.
2014 was also the year I worked with a lot more commercial clients such as Electrolux, Absolut Vodka, Four Seasons, and MOVE Guides. I still worked on a lot of print and online editorial assignments which I updated on my publications list even though I didn’t always peep them across social media every single time. I gave a lot of interviews including a huge one on the amazing Chris Guillebeau’s site – the mastermind behind The Art of Nonconformity.
I also launched fun projects like a Snapshot Series which spotlights fellow travel photographers of color, started building up the Photo Tips section of my site to help you improve your photo composition, continued to grow Slow Travel Stockholm, as well as continued loading thousands of photos into my Image Bank and National Geographic Creative (massive ongoing tasks).
So here’s how 2014 shook out. Each query status has been categorized using the following legend:
Assigned – This means the article was assigned or submitted and published and/or paid for.
Interested – This means the editor expressed some interest in the query and it’s currently in some form of limbo with the publication.
Rejected – Very clear.
No Word – These are queries that I haven’t received any responses for to date.
2014 Statistics
I sent out a total of 53 pitches. Of the 53 pitches sent, 24 were assigned, 13 are currently being reviewed by editors/in various stages of limbo, 8 were rejected, and 8 are still floating around in the “No Word” zone and have yet to be acknowledged.
2014 versus 2013 Comparison
Doing a side by side comparison of 2013 and 2014 isn’t really an apples-to-apples comparison because I sent 53 pitches in 2014 as opposed to 87 in 2013 but still, I wanted to see what the relative numbers looked like next to each other.
Quick Update – I’m now comparing the percentages instead so it’s a one-to-one match. I’ve updated the chart below to reflect this.
What this meant work-wise
2014 was a clear example of why having a niche will always bring work to your doorstep over time. I reviewed a lot of the notes I added next to each pitch I was tracking and here’s a snapshot of them:
- Editor reached out to me for partnership
- Writer reached out to me to buy photo
- Editor reached out to me
- Editor reached out to me
- Editor reached out. Rate was way too low. Currently negotiating
- Editor reached out
- Editor reached out
- Editor reached out
- Editor reached out on behalf of client. Joined writing team.
- Editor reached out and sent a pre-agreement letter
- Editor reached out – December Issue
- Editor reached out – December Issue. Pulled last minute due to internal issues/kill fee
- Editor reached out – November issue
- Will get back in touch with more
- Invited to submit photos for viewfinder
- Editor reached out
- Editor reached out
- Editor reached out
Most of the assignments I got were from editors reaching out directly to me to cover something about Stockholm, Sweden or Scandinavia for their publications. That didn’t mean I didn’t write about a variety of other places like Mauritius, Seychelles, and Portugal for other publications.
Having a niche doesn’t pigeonhole you. On the contrary, it brings in a steady supply of work through the backdoor while you can focus on other destinations for target clients.
So editors, if you’re reading this…. I will happily cover all aspects of Sweden and the Nordics for you if you have them in your 2015 editorial pipeline!
In terms of rejections and no words, those also reduced significantly because when I was reviewing my 2013 statistics, I realized I’d become lazy in terms of doing proper research before pitching and those were reflected in the notes. It looks like I’m back on track because my “No Word” pile reduced from 34 to 8 this year and rejection reduced from 14 to 8.
Areas for improvement
Rejections – What has been challenging was befriending new editors who had stepped into positions my regular editors left. They’re not familiar with my work, haven’t worked with me in the past or aren’t as open to new writers and only bring their own well of writers with them. So getting rejections from places I’d regularly contributed to in the past was a bit surprising and needs to be improved in 2015.
- Former editor left. Ideas rejected
- Former editor left. Ideas rejected
- Another editor already running a similar feature
- Redirected to another editor
- Time conflicts
- Sent writer guidelines for ideas
No Word – As a freelancer, I will forever be battling these. The goal is to just reduce them down to a blip on my statistics like I did from 34 last year to eight (8) this year.
Things that didn’t pan out in 2014
All in all, 2014 was a comfortable work year but the two things that didn’t pan out which brought out a momentary pout were:
- Having a pretty sweet five-page photo feature for a major travel magazine pulled out at the last minute. You can probably figure out which brand it was. I saw the layout and it was cool. Needless to say, I was disappointed but that passed over quickly because that’s what often happens in the world of freelancing.
- I was supposed to take over the Instagram feed for the same brand for a few days to cover my trips to Mauritius and Seychelles. I was so excited. That fell through because a legendary photographer was traveling around those same dates and he got to take over the Instagram feed instead. I didn’t complain. After all, when legends swing by, you step aside. I was honored that I had even been considered to take over their Instagram feed. But it definitely stung.
Despite these, it was still a solid year and I couldn’t be more grateful.
Looking Forward
“Once you find yourself tip-toeing as an artist, then you know you’re in the wrong place”…Bono
That will be my subconscious mantra as I go into work opportunities in the New Year. I’m excited about 2015 and looking forward to building something as opposed to only jumping from assignment to assignment. I will be actively pitching but more strategically and will also evaluate the time-cost benefit of doing assignments as well. Big name bylines are great but don’t always have to drive or steer who I pitch to and why.
I will focus on deepening relationships, seeking out spaces where I can grow and share my own true voice, and looking for untold stories to tell as personal projects.
2015 will also be a year of mastery. Meaning, continual education, a lot more reading and learning to improve my craft and skills.
Freelancing History
If you’re curious, you can check out previous pitching charts below:
– 2008 to 2010 freelancing pie charts
For fellow freelancers out there, how did 2014 go for you? Did you hit some of your personal goals?
Thank you for your self- evaluation. I now know why youre so inspiring! Thanks so much. You educate your readers just as much as you inspire them with beautiful photos. Thanks Lola. I will mark these pages and continue to glean. I love photography and Iove to travel. People have asked me to take pictures, but in truth, I’m not all that excited about the tedious work, though it’s intriguing as anything I’ve ever done! At times I think about pursuing. Then I hesitate, because I don’t have much experience.
Can you write more in an article about how you deepen relationships with business partners and your subjects and your counterparts? I’m so interested in how you interact with people from diverse cultures; yet also build them with clients. Once again, Thanks for sharing Youre definitely becoming my favorite photographer!
Thanks so much Jennifer and absolutely!! That’s a great idea regarding the article. Will add it to the to-do list.
Thanks so much Obinna! Hope 2015 is your year for pursuing your own dreams as well.
I really enjoyed reading this and it makes me feel inspired to share my own stats too! 🙂
You’re welcome! Self-assessment is extremely important.
These are my favorite kinds of posts! Also, I’m going to have to use you as an example of every freelancing class or workshop I teach on how you can be a successful travel writer while STILL being considered the go-to writer for your city (the best way to break in in the first place, as you are well aware—write what you know). They two are not mutually exclusive. While I’ve also carved a similar niche for myself in Nashville, it’s been a bit more difficult because the cheap/easy/quick direct flight from NYC means that a lot of times publications send a staffer to do on-the-ground coverage here, which is just plain annoying as it means they get major things wrong like recommending travelers have Saturday lunch at our most famous meat-and-three that all locals know is only open during the day M-F. *sigh, WSJ, sigh*
Thanks so much Kristin! And it still is a huge challenge. There are many major travel pubs who have their own stringers here and those have been tough to crack. Like the case with Nashville, many want to fly their own writers here as well as opposed to using a local voice. So we still end up with many idealized articles about the place. You already have a strong and solid enough portfolio anyways. If any Nashville opps come my way, I’ll certainly forward them your way too.
Very impressive, Lola. Your acceptance rate is very strong and you don’t take rejection personally – those are two of the keys to successful freelancing. Continued success in 2015 and I hope our paths cross at some point during the year ahead.
Thanks Michael! You should check out the previous years 🙂 I try not to take rejections personally and yes! hope we cross paths again.
Thanks for sharing your figures. I admire your honesty – freelancers are rarely willing to reveal their pitching hit/miss rate. I am about to kickstart my travel writing and you have reminded me how important it is to consider it a numbers game and not to take rejection personally. Often a pitch or even a commission fall through due to factors out of your control, such as an editor leaving a publication or a legendary photographer hitting the same locations. Keep up the good work and wishing you every success for 2015.
Thanks Karen! It is absolutely a numbers game – the more pitches you send the more chances you get – but it is also a research game as well. Spending time to know who you’re pitching to. Wishing you the very same – very success and good your heart desires in 2015.
Even though you pitched way more in 2013 than in 2014, you overall success was 2014. You had more assigned pitches and minimal rejected pitches. So taking a step back and streamlining your process has really worked for you during this past year. Some times less is more in this case! Good luck with 2015, I wish you continued success with a good balance towards your personal time as well.
Indeed! It was all about streamlining and redirecting energy to more open doors. Thanks so much and wishing you a fabulous 2015 as well.
Thanks for this!!! =)
You’re welcome!
Once again, you are my role model! Thanks so much for sharing. You have inspired me to keep better tabs on my own work.
Thanks so much Kendra! And I’m so excited to follow your journey this year with the cool things you’re doing with Americulinariska! Here’s to a fab year all around.