How to Pitch: Worth and Smithsonian
Aileen Gallagher speaks with Worth editor-in-chief Dwight Cass about financial magazine’s role in a family of “high-end consumption” magazine such as the Robb Report. CurtCo “realized from talking to its clientele that there wasn’t a title out there that wrote for high-end readers about wealth management topics. There’s a lot of publications out there for the trade, but not for the actual individuals themselves.” Cass joined Worth in 2003, in time for a relaunch under CurtCo.
“A successful pitch to Worth relies on knowledge that Worth readers have $5 million or above in investable assets. Only about 700,000 people in the United States fall into that category and Cass considers reaching more than 125,000 of them ‘stretch[ing] the bounds of reality.’ Worth’s advertisers want the magazine to have a limited reach, Cass says. ‘They want to be advertising to people who can actually use their private banks or use their fractional-ownership products or whatever.’”
Pitch to the “Best Practices” and “Passion Investment” sections to start, and stay away from articles on how to make more money. Send pitches via email including information on who your sources are.
Meanwhile, the Smithsonian How to Pitch guide has been updated!
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