Freelancing Downunder

by Rhonda Whitton

As part of my ice-breaking spiel to new freelance-journalism and travel-writing students, I ask them about their target publications. 

"Ummm… target what?…", they invariably mumble as their gaze strays upwards.  Next comes a blank stare. Then a flushed pause followed by mutterings about submitting to their daily newspaper. Truth is that most novice freelance journalists focus their talents and energies on writing an article without first giving thought to their readership or target publication(s).

It may seem tough to put students on the spot as I do, but I find this approach the most effective way of reinforcing the fact that writing is only half the job of the writer. Selling your writing is no different from any other business venture: You need to do your homework and conduct thorough market research. Shock tactics are my way of helping students understand that to be published they will not only need good ideas and the ability to write with flair and structure, but they will also need to build up a good working knowledge of the marketplace for their writing.  And quite bluntly, the markets for articles extend beyond the boundaries of the major newspapers or popular magazines. 

Breaking into Australian Freelance Scene
So, how do you go about breaking into the Australian freelance scene? If you live in another country, obviously you can't spend a few hours browsing through newsagents trying to identify potential Australian markets for your work. To do the job well, you will need a resource text to help identify target publications and steer you into the direction of that publication. As a freelancer, I faced the exasperating problem of not having a concise yet comprehensive resource text at my fingertips to assist in my never-ending quest to find new markets for my writing. For years I researched out, and built up, my own knowledge-base of markets and couldn't understand why a book containing all this information was not available to those who wanted to sell their work within the Australian market. After ten years, I could wait no longer. I wrote the book.

Each year, I compile and edit The Australian Marketplace, which is the Australian equivalent of the UK Writers and Artists Yearbook and The Writers Handbook, and the U.S. Writer’s Market). The just-released 1999 edition lists 1,068 Australian publications accepting freelance work and, while all the popular high- circulation magazines and newspapers are included, many lesser-known (and very well-paying) publications are also included.

Contrary to popular urban myth, Australian readers are discerning and demanding of what they read in newspapers and magazines. Eclectic in their tastes, Australians are voracious readers (perhaps it's something to do with all that fresh air and sunshine) and this is evidenced by the myriad of new titles appearing almost daily. 

Good News
The good news for freelancers is that quite often the most lucrative markets for their work are not always those appearing on the newsagents shelves. This is especially true for the hundreds and hundreds of niche recreational/infotainment magazines which are always seeking professionally written, authoritative and entertaining articles targeted at their readers' specific interests. The same applies to professional magazines and journals. If you can write convincingly on anything from celebrities to honeymoon destinations, alternative medicine to motorcycling, religion or your sporting interests, then there are Australian markets for your work.  You just need to know where to find those markets.

In your search for Australian publication opportunities, don’t overlook the smaller and sometimes less glamorous magazines, professional journals and newspapers. While a tabloid-style magazine running short pieces may seem a professionally unchallenging place to target your writing, these are usually good 'payers', and so suddenly become more attractive to a freelancer. Such publications are an ideal springboard into the Australian scene and can help you establish a publication record and give you credibility before approaching more mainstream and higher-circulation publications. 

Compared to the huge European and U.S. markets, the Australian marketplace for feature or travel articles is relatively small. But that doesn't mean it's a closed shop -- far from it! After years spent building up a strong working knowledge of Australian markets for my writing, I can always find new outlets for my work. My biggest problem is finding enough quality writing-time.

There Are Rules
So, what’s life like as a freelance journalist in Australia? Like all professions, there are rules (both written and unwritten) about writing articles for the Australian market, and the initial problem you face is understanding these protocols. Most magazines and journals have 'contributor guidelines', and these are your key to the editor's 'Yes' tray. You would be well-advised to obtain a copy and study them carefully as they include valuable information about what Australian audiences want to read. While these guidelines will vary in content, you'll find that most include information about preferred themes or topic areas, submission requirements, copyright, style, format, payment rates and most importantly -- what not to submit! 

But perhaps the most satisfying aspect of writing for Australian publications is that, because the marketplace is smaller and there are not a large number of professional freelancers, writers have the opportunity to really get to know their editors -- and vice versa. By developing a good working relationship with editors, freelancers are then better positioned to be offered regular commissions and ongoing columns. 

These days, most publications have Internet sites, and these are another way of learning more about the Australian marketplace without having to make that long journey Downunder. As well, many publications make their contributor guidelines available through their website or email. More importantly, a publication's website will often give you information about current trends within a niche market and allow you to assembly a clearer picture of what Australian readers want to read. Phone, fax, email and web addresses are all included in The Australian Writer's Marketplace.

Word Mercenary
Remember that as a freelancer you are, quite simply, a word mercenary. Just as knights of the Middle Ages offered their 'free-lance' to anyone willing to pay for their services, freelance writers choose to send their writing to publications prepared to publish their words. If you don't subscribe to one publication's editorial viewpoint or can't seem to establish a rapport with an editor, then no one is forcing you to send your work to him or her. In Australia all you need do is look up one of the other 1,067 markets listed in The Australian Writers Marketplace…
The choice is yours. 

 
The 1999 Australian Writer's Marketplace tells you where and how to sell your writing in Australia by listing 1,068 markets in Australian newspapers, magazines and journals. Each listing includes detailed information about the publication's requirements (i.e.: preferred submission format, picture format, word length, payment details, whether contributor guidelines are available, names of editorial contacts...and more) as well as comprehensive tips and general information provided by each editor. 

The book also includes informative essays written by some of Australia's leading literary figures as well as detailed information about Australian book publishers, literary awards and competitions, script markets, agents, support organisations, literary events and festivals.

The book is available through Bookman Directories. Email bookman@bookman.com.au for further details.

Visit Australian Writer's Marketplace website on:
http://www.deakin.edu.au/~rhondaw/aust_writers.html
Or search for 'The Australian Writer's Marketplace'

 -- RW
 © 1998 Rhonda Whitton

Rhonda Whitton is a freelance journalist, writer and author of The Australian Writer's Marketplace.