Every writer should take a page from Alexis Adams’ book. Her pitch on the Greek delicacy of hortopita had everything editors dream of: extensive research on the subject, compelling storytelling, and a perfect peg to one of the publication’s departments. The result? A 500-word “Feast” article in the March/April 2012 issue of travel mag AFAR — and the possibility of a feature assignment.
What the Writer Did
Alexis Adams: I came up with the idea while gathering wild greens in the mountains above the Greek village where I live part of each year. As a freelance writer, I cover a lot of different topics, but I am especially interested in writing about the culinary traditions of my region of Greece. This idea was a natural extension of that interest.
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I had sent various iterations of the pitch to three or four other publications, but many of the editors told me that, while they found the subject interesting, it was also too “niche-y” for their readership. I persisted, sensing someone would find it a good fit. When I first discovered AFAR, I was taken by its unique approach to travel and travel writing, so I immediately looked up the magazine online and found very clear submission guidelines for each department. The “Feast” section seemed a perfect match, so I sent my pitch by email to the address provided in the guidelines.
The Pitch
| Subject: A story idea from Greece for Afar’s “Feast” department Dear Derk: Paring knife in one hand, empty plastic bag in another, I am following my friend Lakis as he climbs a narrow goat path through thorny brush to a meadow he promises will yield tasty results. [1] We are high on a mountain plateau on the eastern Peloponnese Peninsula in Greece, and we are in search of “horta,” the wild greens prized by Greeks for their health benefits and flavor. Boiled or steamed and then topped with olive oil, lemon and salt, horta apo ta vouna (horta from the mountains) is, hands-down, my favorite dish in Greece. [2] In my village of just under 300 souls, [3]where for nearly everyone the growing, the gathering and the meticulous preparation of food are not hobbies but necessary chores, foraging for horta is done with consistency, efficiency and seriousness. And this day is no exception. Lakis has gathered horta in these mountains for most of his 55 years; thus, he knows the territory. I watch as he scrambles over a rock wall and do my best to keep up with him. Long a staple in the traditional Greek diet, horta grows all over Greece. In this region, the season for gathering horta stretches from the rainy winter months until early spring, just before the greens blossom. The same greens we eat today were prized by the ancients: according to myth, the hero Theseus ate a dish of horta before taking on the bull at Marathon. Through the centuries, horta has helped Greeks endure through lean times, and again it does today. For some, horta is less a food of necessity than a delicacy, and it can be found on menus in restaurants throughout Greece, steamed, baked into pies, and as an ingredient in stews and casseroles.[4] I propose a 500-word story on horta for AFAR‘s “Feast” department. [5]At least 80 different varieties of horta grow in Greece; my article will examine some of the most interesting and cherished of the wild greens. It will explore horta’s prolific role in the Greek diet and the Greek proclivity for foraging for it — be it from the mountains of rural Greece or along roadsides in suburban Athens. It will offer insight on the fascinating role of horta in Greek history, and it will help readers identify and sample dishes made with horta apo ta vouna should they travel to Greece. Finally, it will feature a step-by-step recipe for hortopita, or wild greens pie. (Spanakopita is a refined version of this dish.) I can provide beautiful, high-resolution photos to accompany the story. [6] Over the years, I have covered topics ranging from sustainable agriculture to matters of the spirit for The Sun Magazine, Yoga Journal, Saveur, The Art of Eating and other publications. I have had the great good fortune to interview many fascinating folk, including the environmental writer and activist, Bill McKibben, the founder of the Utne Reader, Eric Utne, Krishna Das, dubbed “the chantmaster of American yoga” by the New York Times and, here in Greece, nomadic shepherds in the Peloponnese who combine ancient techniques with the raw milk of their goats and sheep to create rich, earthy cheeses. [7] Because I’ve contributed to American and European publications for more than 10 years, I understand that editors want compelling, well-crafted, accurate pieces delivered on time. Many thanks for considering my proposal. Sincerely yours, Alexis Adams |
Why the Editor Bit
Derk Richardson, senior editor at Afar: The hortopita pitch was the third of three queries that Alexis sent to AFAR within about a three-month span. I had not worked with her before, but was impressed by the intimate familiarity she demonstrated with each topic and the detail she put into each pitch. Although she did note a variety of freelance credits and 10 years of writing experience, those weighed less heavily in the decision to commission the story than did the quality of the pitch. We do like to see writing samples marked by a distinctive voice and graceful prose, but those qualities can come through in a well-crafted and precisely targeted pitch.
Alexis’s pitch showed that she had a good grasp of the mission and tone of the magazine, that she had made herself familiar with the writers’ guidelines for the “Feast” department, and that she probably had read “Feast” stories in the magazine. Her pitch opened with a scene that immediately piqued my interest and set a cultural and historical context for the dish she wanted to write about. She was pitching from first-hand experience and had already done significant research. And she laid out, in detail, the elements that would go into the story, whereas many writers simply pitch a concept. Moreover, there was an underlying sense of passion and curiosity, which is important when it comes to writing about food and essential when writing about anything for AFAR.
What Happened Next
| Hi Alexis, We had our Feast meeting yesterday to line up assignments and I’m happy to report that hortopita made the cut. We were especially intrigued by the elements you wove into the pitch: the foraging, the mythology, your local connections, the green itself, and the connection to a more “expected” dish, spanakopita. I’ll be working up assignment letters and contracts in the coming week, but I wanted to give you a heads up and let you know that we’re looking at mid-July for the deadline. Thanks so much, Derk |
Alexis Adams: Once my editor sent me his response, he was very hands-off, promptly offering answers to any questions I had, but allowing me the room to write the piece. After I submitted the story, we exchanged a few email messages to edit it together.
In November 2011, I helped to coordinate the photo shoot for the story, working quite closely with the magazine’s photo editor and the photographer they hired. That was great fun. In short, the editors at AFAR are very respectful, communicative, generous and kind. Such a pleasure to work with.
Derk Richardson: The manuscript came in a little long and needed some editing to balance the elements and smooth the flow, but it ran essentially as pitched. Although we have yet to commission another story from Alexis, she has pitched other promising ideas and has been very willing to rework pitches in back-and-forth correspondence — and we are currently considering making a feature assignment.
Key Components of the Pitch
(1) Editors are busy people, so keep yourself out of the slush pile by hooking them early with a strong opening sentence. Here, Adams takes the reader alongside her trek through the Greek mountains and shows that she can tell a story. Back to pitch
(2) Now, that she has the editor’s attention, Adams introduces the subject of her pitch, explaining what it is and how it is eaten and prepared. Back to pitch
(3) Always let the editor know if you have special access to the subject you’re pitching. One of the reasons Adams got the assignment, said Richardson, is that she lives in Greece where horta is grown and has “first-hand experience with it.” Back to pitch
(4) You can never provide too much detail. Adams dedicates the entire second paragraph to further explaining the significance of horta: when it grows, its history in Greek mythology, and how it’s used in cooking. Back to pitch
(5) Very important: Tell the editor where the piece will fit in the magazine. Editors don’t just want any idea — they want one tailored to their audience. Richardson said he could tell that Adams not only knew AFAR, but the “Feast” section, specifically. Back to pitch
(6) Can this pitch get any better? Now, Adams details exactly what the article will cover and even offers to shoot her own photos. As Richardson explained, editors want fully-fleshed out ideas that help them visualize the finished piece, not just generic concepts. Back to pitch
(7) When listing credentials, it’s always a good idea to mention anything that, again, proves you know the subject you’re pitching. Adams does this by including details of a previous piece she wrote on Greek food. Back to pitch
