The MediaBistro membership website features a video of three journalists pitching to the editor of a music magazine called Blender. Some interesting little lessons about pitching emerged:
* The first guy pitched an idea that wasn't really substantial enough. Afterward he said that the editor said pretty much what he'd expected, he knew there wasn't enough to it, but he thought he'd give it a try. Big mistake. Getting a chance to pitch to somebody who can buy your work shouldn't be wasted on an idea you already know is flawed. Fix it or don't pitch it.
* The second guy had a good idea that fit the magazine. He could have improved his pitch by having a couple of specific examples that would spice up the article if he wrote it. For instance, he talked about "some pretty crazy bands" that play a particular event. If he'd had the name of a band and had described what makes it "pretty crazy" that would have helped a lot. Even in a brief pitch, one or two specific details always helps.
* The third guy pitched an idea that was interesting, but totally wrong for a music magazine. "Know your market" has become a cliche but so many people still get this wrong that it has to be repeated.
