The "Best" Tool for Magazine Article Sales

By Michael Sedge

When the editor of WOL asked me to contribute to the "Tools and Schools" issue, I reached deep into the "tool-kit" of my mind. There, an array of common marketing tools came to the forefront—periodicals like Writer's Digest Magazine, annual directories such as The Writer's Handbook, and online resources like WOL. None of these, however, came close to the best sales tool of all.

If you ask an editor what the most important part of a magazine is, she will more than likely tell you the editorial content. Ask the art director the same question, and you will probably hear: "the cover, the illustrations." Ask the publisher, and he will tell you, "It is a good mix of both that makes a publication successful, but it is the advertising that pays the bills."

Without advertising, there is no editor, no art director, and no writers. In short, there is no magazine. There are exceptions, such as sponsored publications, but generally, the success of all magazines boils down to ad sales. Writers that understand this concept, and know how to use it, will discover advertising is the best available sales tool for selling their work to a publication.

Several years ago, I and another writer were on an early morning Amtrack from New York to Washington, D.C. Thumbing though a popular travel magazine, I would periodically stop to write notes on the pages.

"What are you doing?" asked the colleague.

I replied: "Making notes about possible article ideas."

"On every other page?"

I turned back a few pages, and pointed to my scribbling.

"See this Century 21 ad? Here I've written a note to query the editor on doing a series of Architectural Digest-style articles, heavily illustrated, on resort area homes for sale. This would fit into the magazine's advertising strategy and make it easier for the sales department to get more real estate ads."

"Interesting," he replied. "What if the editor says yes, where will you get the material?"

Smiling, I said, "I'll contact Century 21 to start with. They'll be happy to help me. And I'll also speak with the magazine's director of advertising. We'll, let's say, collaborate. While I'm gathering information and photos on individual properties for the editorial side, I'll be sending him contact information for the advertising sales staff. And vise versa.

I flipped a few more pages, came to an ad for Caravan. Here I'd written, "Caravan Connections: How to Hook-Up Once You Arrive." The note continued, "Possible advertisers: KOA Camping, State Parks, Camping Book Publishers, Boy Scouts of America—check the net." "What's that mean," my travel companion inquired, "'check the net?'"

"When I get back to the office, I need to do an Internet search for other possible advertising leads on this topic." I did, and came up with over 19 million possible Web sites that might advertise, as well as manufacturers for camper repair parts and accessories, educational camping programs for kids, camping organizations and associations, etc.

By the time our train pulled into D.C., I had succeeded in amazing my colleague on the benefits of advertising in selling articles. I, on the other hand, was amazed at the fact that he, and many other writers, never consider this valuable "tool" to increase their business.

Michael Sedge is author of 20 books and thousands of articles for such clients as Discovery Channel, Newsweek, and Scientific American. He is founder of the "Dolce Vita Writers Holiday," a week-long writer's workshop, with tours and cooking classes in Italy. He can be reached at msedge@thesedgegroup.com.