Title/name of outlet: Professional Artist magazine and ProfessionalArtistMag.com
Circulation: 15,000, combination of subscriptions and newsstand, six issues a year
Special issues: August/September: distribution to our Student Outreach Program (college-level art students across the country). This issue usually has a focus on education.
• How would you describe the outlet’s editorial mission? Describe its target readership.
Professional Artist is the industry’s foremost business magazine for visual artists. Founded in 1986 under the name Art Calendar, Professional Artist acts as a beacon to guide artists on their journey toward making a living with their art.
• How does its coverage differ from that of its direct competitors?
Best described as “the artist’s guide to making it,” Professional Artist is the only subscription-driven, business-oriented magazine published specifically for visual artists.
• What to pitch: Stories centered on delivering practical business advice on subjects such as art marketing, art law, portfolio development, exhibition presentation, communication skills and sales techniques, as well as advanced technical applications of photography, computer and Web tools.
• What is the outlet’s overall relationship with freelancers?
Professional Artist is 90 percent freelance-generated. We have a dedicated crop of freelancers who are industry pros and successful working artists, and we are always looking for new voices and perspectives to fully represent the entrepreneurial art community.
• How do freelancers typically get assigned? Are ideas generated in house, then farmed out to freelancers, or do editors field freelancers’ own pitches and greenlight those that mesh with the type of content/topics they seek?
A combination of both. The editors craft the editorial calendar in advance, and often work to match topics with the regular contributor who has strengths in that topic. There are also plenty of pitches coming in from both regular contributors and aspiring ones.
• Which sections are most open to freelancers?
General features, which are usually anywhere from 1,200 to 3,000 words each.
• What not to pitch:
Topics must relate to the art-business theme of the magazine. We hardly cover technical applications of art making or critique art. We rarely do profiles on a single artist (several artists, yes) because we want to include as many voices as possible in our limited page space. We also don’t like to zero in on a particular organization or event, choosing to monitor trends and incorporate entities into stories with a larger scope.
• Which sections are closed to freelancers and why?
Headlines & Details and Artist Spotlight are written by the editor and assistant editor, respectively. Artists can submit themselves to be considered for the Artist Spotlight here: www.professionalartistmag.com/artistspotlight
• What kinds of freelance opportunities exist online? How much do you pay for original content that will appear on the web?
There are currently no freelance opportunities online.
• What opportunities exist for freelancers interested in submitting photos, videos, podcasts, polls, quizzes, etc.? What formats should they be in (jpeg, embed codes, etc.?)
We don’t typically accept media sans editorial.
• Can they be stand-alone products or should they be included with a story? Photo submissions are requested with editorial submissions.
We don’t typically accept stand-alone products.
• Does proposing multimedia content increase the chances that a pitch will be accepted?
Yes, multimedia content can bolster a pitch, such as including video clips of interviews with sources in the field.
What publicists should pitch — and when:
Take a look at our editorial calendar, which shows our issue themes, for timing. Try to give us at least three months of lead-time on pitches.
Percentage freelance content: 90 percent
Percentage of freelance submissions accepted:
• Approximately, what percentage of pitches received end up being published?
5 to 10 percent
Percent freelance stories pitched and published:
“The Art of Upcycling” by Annie Strack, April and May 2014
“Retirement Plans for Artists” by Robert Reed, Feb and March 2014
“Regional Museum Biennials” by Daniel Grant, Dec 2013 and Jan 2014
“Blend Business and Art” by Kristen Fischer, Dec 2013 and Jan 2014
• How do those editors who field pitches prefer to receive them?
Please email pitches that include links to clips and resume (please no attachments). One follow-up email a week later to make sure we received your first email is welcome. Because we field so many pitches, bear with us if you don’t hear back immediately.
• How far ahead of issues are their contents set?
Our editorial calendar is crafted in the third or fourth quarter of the previous year, but that is only used as a guideline for content. Generally, content for an upcoming issue is set about three months before the issue hits newsstands. For instance, contributors will submit assignments for our October and November issue by July 7, and it hits stands on Sept. 1. We don’t generally have “breaking” news in the magazine, but there could be limited exceptions for time-sensitive content.
Pay rate: $150 to $350 per article
Payment schedule: Net 30
Kill fee: None
Rights purchased: A perpetual license to reproduce the article in its original format or as a excerpt on the magazines website, digital or print compilation issues, digital copies of the respective issues, including subsequent digital downloads of past issues and Back Issue CDs produced by Turnstile Publishing.
1500 Park Center Drive · Orlando, Fla. 32835
Phone 407.515.2603 · Fax 407.563.7099 • ProfessionalArtistMag.com
Direct all pitches to: [email protected]