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by Allen Rolf
Check out this interesting and profitable writing
job!
It is no accident that the growth of large
metro newspapers in the last quarter of the 19th
century paralleled the growth of railroads in the
US. Following the Civil War, railroads became the
primary mode of transportation across the country.
They also made large daily newspapers available to
the nation, where formerly only small community
newspapers had flourished. Now, large dailies could
penetrate the rural circulation areas easily and the
railroads provided a low-cost means of obtaining
news quickly from remote rural areas. Hundreds of
housewives, school marms, retail clerks,
postmasters, even sheriffs supplemented their income
by becoming newspaper stringers.
The term "stringer" is, of itself, descriptive
of how these far-flung part-time rural reporters
operated. Stringers, for the most part, were common
folk who gathered news from their communities and
forwarded it to editors in the large cities by rail.
Stringers were paid for each column/inch of copy
that the newspaper printed and kept track of their
accounts by measuring their printed article length
each day by tying a series of knots in a ball of
twine. At the end of the month, the stringer would
send his twine to the editor who would measure the
total length on a yardstick fixed to his desk and
send the stringer his pay. Thus, a stringer was a
reporter who was paid by the length of his string
each month!
Many writers today are totally unaware that
stringers still exist and that stringing can be, not
only financially rewarding, but a valuable source of
experience and resource for developing other writing
assignments. Stringers are still used by large
dailies, but also write for a multitude of business,
industrial, retail/wholesale, professional, and
other trade publications.
A typical stringer in this age of modern
publishing is still paid by the published
column/inch. Rates can be as low as twenty-cents per
column/inch to as much as several dollars. Payment
for photographs typically run from a low of $1.00 to
as much as $20.00. Special freelance or assigned
feature articles can pay as much as several hundred
dollars; special supplements or editorial sections
can go into the thousands.
The nice thing about stringing is that you can
sell the same news articles to several different
publications with little or no editorial changes.
This means a 10 inch article at a rate of $1.00 a
column/inch can be sold simultaneously to five, or
more, publications to bring in $25.00 or more
dollars. Another advantage to stringing is that much
of it can be done over the phone.
How To Get Started
If you are interested in becoming a stringer,
perhaps the biggest problem is where to start. As
mentioned, there are dozens of local, regional, and
national publications that are looking for stringers
in almost any community. Basically, the categories
can be broken down as follows:
State/Metro Newspapers & News Services:
Even though you may live in a large
metropolitan city, you may be surprised to know that
many outlying smaller papers will hire stringers as
well as out of town metro newspapers and news wire
services. As an example, in Little Rock, Ar, the
capitol of Arkansas, several outlying newspapers in
secondary markets hire stringers to cover political
news and commentary. Metro newspapers in Dallas,
Houston, Memphis, Washington DC, and New York also
hire stringers, as well as news services such as AP,
Reuters, CNN, NPR, and many others. And, don't
forget the tabloids!
Industrial, Retail/Wholesale, & Professional Trade
Publications:
There are a potpourri of these; everything
from trade publications for the barber/beauty
industry, to industrial trade publications and
newsletters, retail and wholesale hardware,
appliance, metal-working, timber, mining, and
electronic manufacturing trade publications. There
are dozens of professional and technical
publications that depend on stringers for local and
regional news.
Local & Regional Trade Magazines:
Many trades have state or regional tabloid
magazines that report news on the local retail and
wholesale activities. Among these are appliance, air
conditioning, hardware, transportation, educational,
and trade union publications that print weekly,
bi-monthly, or monthly. These are ideal publications
to break into the stringer business with, since they
normally employ small staffs and are constantly in
need of good reporters. They are always interested
in feature articles on their advertisers, readers
businesses, employee training, and general business
operation. These magazines will also frequently pay
an extra commission on any advertising sales that
their stringers pick up, typically as much as
20-30%.
How To Find Magazines To String For!
Magazines and periodicals that use stringers
seldom end up on the magazine racks of the local
library or news stand. You have to use a different
approach to ferret them out. Here is how it's done,
using appliance magazines as an illustration. The
process can be duplicated for almost any publishing
area you are interested in writing for.
Step 1: Appliances are distributed by authorized
distributors and the products generally covered are
air conditioners, radio & hi-fi, TV, refrigerators,
kitchen ranges, garbage disposals, and small lines
of repair components for these appliances. Start by
looking in your local telephone yellow pages under
Air Conditioning Equip & Systems. You probably find
several large display ads showing retail dealers and
at the bottom of the ad, the name of the wholesaler.
You will find a wholesaler for. say Fedders Air
Condition, Carrier, Bryant, Rheem, and a number of
other manufacturers. Use 3X5 index cards and list
these wholesale distributors with their addresses
and phone numbers. Next check the yellow pages for
Major Appliance Dealers. You will find similar ads
also showing the set distributors in your area. Note
these on 3X5 index cards, also. When you have
completed this, you should have between eight and
ten distributors. (In the metro-Little Rock AR area,
I came up with 12).
If you happen to live in a smaller town, it is
possible that you will find no local distributors.
As an alternate, list five to ten retailers in the
categories mentioned above.
Step 2: Next call each distributor and ask for the
name of the secretary to the sales manager. List her
name and the sales manager's name on your card.
Next, ask if you can talk to the secretary: "Thank
you, this is Allen Rolf, may I speak to Miss
Staford, please."
When Miss Staford comes on the phone, use this
pitch: "Miss Staford, this is Allen Rolf, I am a
writer and I am doing some research on trade
magazines covering the local air-conditioning/TV &
Electronics in our area. I know Mr. Smith, your
sales manager, is probably busy and I wanted to ask
you for some help in this project."
It is important to establish this contact, she
will be your contact person at the distributorship
in the future. Further explain:
"Miss Staford, I am interested in the local,
regional, and national trade magazines that your
sales staff reads and, if possible, would like to
get some sample back-copies."
Miss Staford will probably stall, so you make
it easy by saying: "Gosh, I know this is sudden, so
what I would like to do is call you back day after
tomorrow, say Wednesday. What time would be
convenient for you, before or after lunch?" At this
point, Miss Staford will give you a call-back time.
Thank her for her help, confirm when you will call
back, and hang up.
Come Wednesday, you can call back, of course,
but it is better to go by. Use the excuse that you
were in the area. If Miss Staford has not gotten the
magazines together, she will feel obligated to do it
at this time.
Using the above approach, you should get a
response from about half of the distributors you
call and you should get from five to ten sample
publications.
Step 3: Take you samples back home and analyze them
for the following:
A. Is news being printed about the distributors on
your list?
B. How long is the average news item? Does the
editor use many photos?
C. Are there any ads sponsored by the distributor or
one of his product lines appearing in the
publication?
D. Is a reporter (field editor) listed in the
editorial staff box?
E. Can you identify any feature articles about
retail dealers in the publication?
Step 4: Write a query letter to the editor of each
magazine you feel comfortable writing for,
explaining that you are a professional "contributing
editor" that can cover distributor/dealer news as
well as provide feature material. Ask for the
writer-guidelines, being sure to include a SASE.
Chances are, you will get a letter back saying that
they will look at your work on a speculation basis,
meaning they want to see what you can do. In some
cases, expect the publication to already have a
stringer, in which case you come back with feature
ideas. (More about this below)
The objective here, of course, is to line up as
many magazines as possible, meaning that once you
collect a news item, it can be sold several times.
Of course, you have to be careful not to work for
two direct competitive publications in the same
area. Normally, this is not a problem, since you can
easily work for a local, several regional, and
several national publications without conflict.
Everyone understands that as a stringer, you are
operating a small mini-news agency.
Step 5: The first thing you do is write up a story
about yourself being appointed the new field editor
for the magazine and send it in with a bill to the
editor. Next, get out a publicity release to the
names on your 3X5 cards and give them a call on the
phone about a week later.
When you call review the fact that you have
been named the new field editor and explain that you
will be glad to consider any news items they wish to
call in to your office. Ask about upcoming dealer
shows, new product announcements, promotions, awards
or special programs that you can report on. Again,
remember that the secretary to the sales manager is
your key contact to get information on the
distributor and its dealers.
Other Considerations:
PHOTOS: Publications that use stringers usually pay
a premium for photographs, so if you have a camera
(or care to buy a cheap one) you can earn extra
income with your stinging. The publication writer
guidelines will give information on submitting
photographs. Many publications are still using B&W
prints, so if you cannot generate these in your own
darkroom, you will need to find a local lab with
fast turn-around.
At one point in my stringing career, I was field
editor for a regional trade magazine in five states
and carried a completely portable darkroom in my
automobile. It could be set up in minutes in a motel
room to produce prints. I would create my copy and
develop my prints and take the prints back to the
distributor for "approval." In most cases, the
distributor would want copies of the prints which I
was glad to supply at $5.00 each!
In a second instance, a distributor owner on the
board of the local March of Dimes asked if I could
take some photos at a local fund raiser. I provided
the service gratis, asking that they only pay for
film and processing. A week later, a bank contact I
had met at the affair called and asked if I could
take some photographs at a local college. The fee
for half day's work came to $500! I took photos for
the March of Dimes for several years and ended up as
the "staff photographer" and never charged them for
the service ..... the network contacts I made kept
me busy and provided a very good side income!
TRADE SHOWS & DEALER TRAINING: Periodically during
the year (spring and late summer in the appliance
trade) many distributors participate in local trade
shows and have dealer training meetings. I call this
beer and ham sandwich time, because there is always
a quantity of free food and drink. Attending these
can be both a fun social activity and valuable
networking activity. While attending many of these
my income from selling photographs to attending
dealers exceeded my stringing fees!
FEATURE ARTICLES AND SUPPLEMENTS: Many stringers
completely overlook the profits that can be made
with short feature articles and even complete
supplements that can be generated for trade
magazines.
Feature articles are normally 500-1000 word
(10-20 column/inches) pieces on new products,
dealers, or how a dealer has solved a particular
business problem. They typically will use one or two
5X7 B&W photos. They are easy to sell and many
editors will pay special premium fees.
These features should always feature a
particular dealer or group of dealers. Here are some
feature topics I have done that come to mind:
"Sell Accessories! Smith Electronic's Answer To
Increasing Costs!" (Interview Smith and his
distributor sales manager.)
"Five Mistakes Business Owners Make in Estate
Planning!" (Interview a local CPA or lawyer)
"How To Protect Your Business From FIRE!" (Interview
local fire marshall, insurance agent, and dealer who
has suffered a fire.)
"Are Shoplifters Sending You To the Poor House?"
(Interview several dealers and report on what they
are doing to protect themselves. Lots of background
info in the library stacks on this one!)
Special supplements are simply a series of
feature articles on a particular topic printed as a
special magazine segment or as an insert. A good
supplement can easily bring in from $500 to several
thousand, particularly if you capture and get
commission on the resulting supplement advertising.
I have developed and sold 4-12 page supplements on
how to sell VCR's. computers, new technology, trade
shows, seasonal business, and half a dozen other
subjects.
How Much Can I Make?
This is a frequently asked question from people
who are interested in stringing. The answer depends
on your geographical location, how much time you
want to spend, and your imagination. As a part-time
income a few hundred dollars a month is easily
achieved with just a little telephone work;
full-time many stingers (including myself) have made
a good primary income with time to spare for other
writing projects. The important thing to keep in
mind is that it takes time develop contacts and
sources, typically one or two years. My advice is to
start small and build on a daily basis.
My experience is that many "would-be" writers
do not consider stringing a viable writing
occupation. This is simply not true! Once you get
into the field you will immediately see how
important stringing is to the publishing trade and
how it can be a fantastic tool to help other people.
For the sharp stringer, the pay isn't bad either!
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