Publication Research SOP — Read a Site’s Tone, Sections, Lengths & Guidelines (Before You Pitch) — White Theme

Publication Research SOP — Read a Site’s Tone, Sections, Lengths & Guidelines (Before You Pitch)

A friendly, step‑by‑step system to quickly understand any website, blog, or magazine—so your pitch fits like a key in a lock. Easy English, no jargon, and graphics you can reuse.

Guest Posts

Magazine & Website Pitches

Beginner‑Friendly

Reusable Templates

Time‑boxed Modes: 15 / 30 / 60 mins

Before you pitch

Why research a publication first?

Editors buy fit. Fit means your idea looks and feels like it belongs on their website or magazine. When you study a publication’s tone (voice), sections (where your story would live), lengths (how long), and guidelines (house rules), your email stops being a stranger at the door and starts sounding like a teammate. That’s how beginners win assignments.

Result you want: a one‑page brief that proves your pitch matches the publication in voice, section, length, and format.

Time‑boxed

Quickstart: The 15‑Minute Scan

Graphic: 3‑level scan

Goal in 15 minutes: pick one section and one recurring series your idea could slot into; write down the typical headline style and a rough target word count.

Open: Homepage → note top sections in the nav. Pick a section: Read 3 recent pieces end‑to‑end. Find a series: Same label each week/month? That’s a slot. Measure length: Use browser “Select all” → copy to word counter (approx). Copy 3 headlines: Look for patterns (numbers? colons? how‑to?).

Main Process

The SOP in 10 Steps (Beginner‑friendly)

Step 0 — Define your goal in one line

WhatWrite a single sentence: “I want to pitch a [topic] idea to [publication] in the [section/series] at ~[length] words.”

WhyIt keeps your research focused. If the site doesn’t publish that kind of thing, you’ll notice fast.

OutputA starter pitch line for later.

Step 1 — Snapshot the publication

OpenAbout page, Masthead, Advertising/Media Kit (if public), and the Home page.

CollectAudience (who), Mission (why), Topics (what), Regions (where), Frequency (how often), Byline style (bio? links?).

Output3 bullet summary you can paste in a pitch: “Our readers are…, we cover…, we prefer…”

Step 2 — Map sections & recurring series

OpenTop navigation and footer site map. Click each section: News, Features, Guides, Reviews, Opinion, etc.

SpotSeries/columns that repeat: “How We Work,” “First Look,” “Explainers,” “Life in 500 Words”, “Weekend Project.”

OutputTable with: Section → Sub‑sections → Series → Example links (3).

Step 3 — Decode tone & voice (how it sounds)

Read3–5 recent pieces in your target section. Read the headlines out loud. Read the first 2 paragraphs slowly.

Look forFormality (casual ↔ formal), Person (you/we/they), Energy (calm ↔ punchy), Humor (dry ↔ playful), Jargon (low ↔ high).

Copy1 opening paragraph that feels “on brand”—this becomes your style sample for drafting later.

Step 4 — Measure length & structure

CountWords (rough), subheadings (H2s), paragraph length, image count, captions, pull‑quotes, and any sidebars or boxes.

PatternDo they use numbered lists? Q&A? Story‑then‑tips? Step‑by‑step how‑to? Pick the closest pattern for your idea.

OutputA mini outline that mirrors their structure.

Step 5 — Note format rules

LinksDo they link to sources? Inline? Footnotes? How many?

QuotesDo they quote experts? With full name + title + org? Any style for numbers/dates?

MediaPhoto rules? Image credits? Screenshots ok? Alt text? Caption style?

Output“House rules” list to avoid edits or rejections.

Step 6 — Find guidelines & pitch channel

Search“site:example.com submissions”, “writer guidelines”, “pitch”, “write for us”, “contributors”. If none, check Masthead/Contact.

ExtractSubject line format, required fields (bio, links, idea, why now), do/don’t list, rights, rates (if posted), response times.

OutputExact submission path + what to include. Paste into your checklist.

Step 7 — Rights, pay, and timeline (if public)

CheckGuidelines and recent writer tweets/posts (optional). Look for ranges, rights (first‑serial, web‑only, reprints), payment method.

DecideIf rates are low but you want the byline, set a limit (e.g., 1 low‑pay piece for portfolio, then pitch bigger markets).

Step 8 — Pitch‑Fit Score (quick test)

RateOn 0–5 for Tone match, Section match, Length match, Format rules, Timeliness. Add them → /25. 20+ is strong.

FixIf any area <3, revise your angle or pick a better section/series.

Step 9 — Create a one‑page research brief

IncludeAudience & voice notes; target section/series; examples; measured length; structural pattern; guidelines link; your idea line.

UseThe templates below. Save as PDF. Attach to your pitch if helpful (or paste key bullets).

Visual Tool

Tone & Voice Decoder (Graphic)

Use this slider to “score” the publication’s sound. You can copy this block into your notes and type values beside each scale.

Tip: If the site talks directly to the reader (“you”), keep your pitch conversational. If it uses distant, third‑person voice, keep your pitch neutral and formal.

Visual Tool

Section & Series Map (Graphic)

Every site has “neighborhoods.” Put your story in the right neighborhood and your chance goes up.

How to use the map

Pick your primary destination (e.g., Guides), then choose a series under it (e.g., “Beginner’s Toolkit”). Collect 3 examples to mirror.

Benchmarks

Typical Lengths & Common Structures

Use this table as a rough guide. Always measure on the actual site you’re pitching.

Section	Typical Length	Structure Pattern	What Editors Expect
News	350–700 words	Lead → Key facts → Quote → What’s next	Fast, accurate, source link, a timely angle
Guides / How‑to	900–1,800 words	Hook → Steps → Tips → Resources	Clear steps, screenshots/images, beginner tone
Features	1,800–3,000+ words	Scene → Nut graf → Sections → Ending	Reporting, voices, fresh angle, strong arc
Opinion	700–1,200 words	Claim → Evidence → Counterpoint → Takeaway	Bold POV, clean logic, disclosures
Reviews	800–1,400 words	Summary → Tests → Pros/Cons → Verdict	Hands‑on detail, score rubric, photos
Explainers	1,000–2,000 words	Question → Background → Breakdown → FAQ	Plain English, diagrams, original examples

If a site runs many short pieces, pitching a 2,500‑word feature may miss the mark. Match the neighborhood.

House Rules

Guidelines & Submission Rules

Find the official page: Write for us / Submissions / Pitch. Copy the exact subject line format (if any). Note what they ask for: topic, why now, sources, sample links, your bio, past clips. Check rights & pay (if listed). Save the URL to your brief.

Common mistake: Ignoring a “no attachments” rule or missing required fields. Editors delete these fast.

Graphic: Submission Path

Scorecard

Pitch‑Fit Score (Graphic)

Rate each area 0–5. Add them. 20+ means “go ahead and pitch.”

Area	0	3	5
Tone & Voice	Clash	Close	Spot‑on
Section/Series	None	Related	Exact slot
Length	Way off	Near	Matches
Format Rules	Missed	Some	All
Timeliness	Stale	Okay	Urgent/Now

If your score is low on just one row, fix that area and re‑score.

Copy‑Paste

Research Templates (Fill‑in‑the‑blanks)

Template A — One‑Page Publication Brief

Publication	[Name + URL]
Audience	[Who they write for in 1–2 lines]
Mission	[Their “why”—quote or paraphrase]
Target Section / Series	[e.g., Guides → “Beginner’s Toolkit”]
Tone Markers	[Casual, “you”, playful, low jargon, short sentences]
Typical Length	[~1200 words; 8–12 short paragraphs; 4 images]
Structure Pattern	[Hook → Steps → Tips → Resources]
House Rules	[No attachments; include 3 links; add 1‑line bio]
Guidelines Link	[URL]
Pitch Channel	[Editor email / Form / Submittable]
Idea Line	“I want to pitch a [topic] guide for [audience] that helps them [outcome] this week.”

Template B — Headline & Lede (Match the House Style)

Headline draft: [Number/How‑to/Colon style that mirrors the site]

Lede (first 2–3 sentences): [Use the site’s voice markers. Keep sentence length similar. Use “you” if they do.]

Examples of headline patterns

How‑to: How to [do result] Without [common pain]
List: 7 Simple Ways to [result] on a Budget
Colon: [Big Topic]: [Specific Promise in Plain English]
Question: Can You Really [result] in 30 Minutes?

Template C — Section & Series Table

Section	Series	Example	Notes
Guides	Beginner’s Toolkit	[URL]	Tone: friendly; Steps+Tips
News	Daily Brief	[URL]	Short, 1 quote, 1 link
Opinion	Point of View	[URL]	Clear thesis, counterpoint

Template D — House Rules Snippet

Include 2–3 links to past work.
Mention sources you can interview (if needed).
No attachments; paste sample paragraph in email.
Subject line: “Pitch: [Section/Series] — [Short headline]”.

Last look

Final Pre‑Pitch Checklist

My idea matches a specific section and (ideally) a series. I can mirror the tone with 1–2 sample paragraphs. My length target matches typical pieces in that slot. I follow house rules (subject line, links, no attachments, bio). I scored 20+ on the Pitch‑Fit card or fixed the weak areas.

Pitfalls to avoid:

Pitching a topic they just covered last week.
Writing the full draft without checking if they even publish that format.
Sending a “generic” pitch to multiple sites. Editors spot this instantly.
Overselling (“This will go viral”) instead of showing fit and value.

Good habits:

Mirror one of their headline styles.
Use 1–2 sentences from your future lede to prove tone match.
Offer 2 backup angles in bullets.
Explain “Why now?” in one plain sentence.

Help

FAQ for Beginners

What if a site has no guidelines?

Find the right editor on the masthead or a recent post. Send a short pitch email that includes a line like: “I couldn’t find public guidelines; let me know if there’s a better place to send ideas.” Keep it respectful.

How many links to past work?

Two or three relevant links are enough. Choose similar tone and topic to what you’re pitching.

Do I need a complete draft?

Usually no. Editors want a sharp idea, proof you can write in their style, and why the story matters now.

What about pay?

If pay isn’t public, you can ask politely after interest: “Happy to proceed—could you share the fee range and rights?”

Credits & Reuse

Designed as part of a beginner‑friendly writing toolkit. You can reuse this HTML, swap colors, and paste your research into the tables and graphics.

Pro tip: Save a copy per publication. After 5–10 briefs, you’ll pitch faster and win more often.

Main Process

The SOP in 10 Steps (Beginner-friendly)

Step 0 — Define your goal in one clear line (2 minutes)

Write one sentence that keeps you focused while you research. Fill the blanks and keep it visible:

Template: “I want to pitch a [topic] idea to [publication] for the [section/series] at around [word count] words, to help [audience] achieve [outcome].”

Why this matters: It stops you from collecting random notes. You know the exact slot you are aiming for.
Tip: If you don’t know the section yet, write “TBD section → will decide after reading 3–5 examples.”

Output: A 1-line goal you will refine as you learn more about the site.

Step 1 — Take a quick snapshot of the publication (10 minutes)

Open the About page, the Masthead (editor list), any public Media Kit or Advertising page, and the Homepage.

Audience: Who are the readers? Beginners, professionals, hobbyists, students? Note 1–2 lines.
Mission: Why does this site exist? Copy one short sentence in your own words.
Coverage: What topics do they publish often? List 5–7 topics from recent posts.
Regions & Focus: Is it global or local? Tech, lifestyle, finance, culture? Note this clearly.
Bylines: Do writers get bios and links? Do they link to the writer’s website or social?

Output: Three bullets you can paste into a pitch: “Our readers are… We cover… We prefer…”

Step 2 — Map sections and find recurring series (12–15 minutes)

Use the top navigation and footer site map to list the main sections. Click each one and look for series that repeat weekly or monthly.

List sections: News, Features, Guides, Reviews, Opinion, Explainers, Columns, etc.
Find series: Look for labels that repeat (e.g., “Beginner’s Toolkit”, “First Look”, “Weekend Project”).
Collect 3 examples: For your most relevant section/series, save 3 URLs to recent posts.
Note the fit: Write 1 line on why your idea belongs in this section/series.

Output: A small table in your notes: Section → Series → 3 Example links → Why your idea fits.

Step 3 — Decode tone and voice (10 minutes)

Read 3–5 recent posts in the target section. Pay attention to the sound of the writing.

Formality: Does it feel casual or formal? Do they use “you” or third person?
Energy: Calm and steady, or punchy and fast?
Humor: Dry, neutral, or playful?
Jargon level: Plain words or expert terms?
Sentence length: Mostly short lines, or longer paragraphs?

Do this now: Copy one opening paragraph from a recent post (for your private notes only). Under it, write a 2–3 sentence imitation in your own words. This is your voice practice.

Output: A short “voice card” with 4–6 tone markers you will match in your pitch and sample lede.

Step 4 — Measure length and common structure (10 minutes)

Open 3 posts from your chosen section/series and check the shape of each piece.

Word count: Use a rough counter (copy text to a counter tool) or estimate by screen length.
Subheads: Count H2s. Do they use numbered steps or question subheads?
Media: Note how many images, screenshots, charts, or pull-quotes.
Pattern: Identify a common structure (e.g., Hook → Steps → Tips → Resources, or Scene → Nut graf → Sections → Ending).

Output: A mini outline for your idea that mirrors their usual structure and length.

Step 5 — Record the house format rules (5 minutes)

Many sites have invisible “style fences.” Note what the posts actually do, even if guidelines are not public.

Links: Do they link to sources in the text? Roughly how many per 1,000 words?
Quotes: Do they include expert quotes with full name, title, and company? How many?
Numbers & Dates: Any consistent style (e.g., “1,000” vs “1000”, “Sept. 4, 2025” vs “4 September 2025”)?
Images: Credit style, alt text, caption style, and preferred image types (screenshots vs. photos).

Output: A bullet list called “House Rules I Must Follow.” Keep it short and obvious.

Step 6 — Find the official guidelines and the pitch channel (8 minutes)

If there is a public page, it will usually be named Write for Us, Submissions, Pitch Us, or Contributors. If not, check the Masthead for the right editor.

Search operators: Try site:example.com "write for us", site:example.com pitch, site:example.com submissions.
Extract requirements: Subject line format, pitch length, required info (bio, links to clips, why now, sources, proposed outline).
Record the channel: Editor email, submission form (Typeform/Google Form), Submittable, or generic inbox.
Note response time: If listed, save it. If not listed, assume 1–3 weeks unless Twitter/LinkedIn says otherwise.

Output: The exact place to send your pitch + a checklist of what to include so you miss nothing.

Step 7 — Check rights, pay, and timeline (5 minutes)

Some sites publish rates and rights. If not, plan how you will ask after they show interest.

Rights: First-serial, web-only, reprints allowed or not? Can you republish on your blog later?
Rates: Flat fee or per-word? Payment method (PayPal, bank transfer), and when they pay (on acceptance/on publication).
Policy: Kill fee if a piece is accepted but not published? Any exclusivity period?

Output: A note in your brief: “Will confirm fee + rights once editor is interested.” If low rates, decide your personal minimum.

Step 8 — Score your pitch-fit and fix weak areas (5 minutes)

Give yourself a score from 0–5 for each area: Tone match, Section/Series match, Length match, Format rules, and Timeliness. Add to /25.

20–25: Strong fit — you can pitch now.
15–19: Okay — improve the lowest score first (e.g., adjust tone or pick a better section).
<15: Rework the angle or choose a different section/series or even a different publication.

Output: A total score and one line on what you fixed (e.g., “Changed headline to match colon style and cut word count to 1,100”).

Step 9 — Create a one-page research brief (10–12 minutes)

This is the summary you’ll look at when writing your pitch email. Keep it simple and scannable.

Publication snapshot: Audience, mission, topics (3 bullets max).
Target slot: Section + series (with 3 example links).
Tone card: 4–6 markers (e.g., casual “you”, short sentences, playful, low jargon).
Length + structure: Target word count and the common pattern (e.g., Hook → Steps → Tips → Resources).
House rules: Links, quotes, images, any “no attachments” rule, subject line format.
Guidelines link + channel: The exact URL or email/form.
Idea line: One sentence promise in plain English + 2 backup angles (bullets).

Output: A tight, 1-page brief you can reuse for drafting the pitch and matching the site’s style.