Editorial Calendars: What Are They & Why Should You Use Them?

An Editorial What?

Many print media outlets provide an editorial calendar, which outlines topics that will be covered in upcoming calendar months. Some publications will articulate special features for the month and regular columns that will appear in every issue.

Using editorial calendars is a great way to get ahead of media opportunities and even see if multiple clients can address a similar topic. Have you ever had a client ask “Why aren’t we in this article?” or “Why didn’t we know about this?” With editorial calendars, or EdCals, you can plan ahead and pitch a particular topic or source for a feature section.  Not every topic will be included in an editorial calendar, but they are a great source to plan for features and special focus issues.

Keep in mind that print magazines usually have a lead time of up to three months, so if you are interested in an October issue you should start pitching it in July. Daily and weekly print publications usually have a smaller lead time, but always try to be considerate of an editor’s deadline.

Where can you find editorial calendars? Most are included in media kits, which usually include information on the outlet's target audience, circulation and advertising information. Media kits can often have their own listing on the publication's website or can be linked under the advertising, About Us or Contact Us sections.

Good Timing

Most editorial calendars are posted in November for the upcoming year, so keep your eyes peeled and plan accordingly. EdCals can really help put your clients ahead of the rest!

Posted by: Dana Taormina

Tags: Public Relations, Media Relations, Editorial Calendars