With three decades of editing The Sun’s travel section behind her, Lisa Minot is a travel media heavyweight, and today she’s answering all your burning questions. Recipient of 2018’s Special Contribution Award at the Travel Media Awards, Lisa knows A LOT about the travel industry, and her corner of the media within The Sun newspaper.
Whether you want to know what she’s looking for from freelancers, or how they work with press trips, ask all those questions here and she’ll pop in throughout the day to answer.
Note: this thread will close at 4pm so get your Qs in fast!
Hi Lisa, thank you so much for taking part in this thread! I would love to know how much of your section content is written in house versus how much is written by freelancers?
pre-pandemic most of our content came from journalists in-house. Obviously throughout the pandemic we were delighted to have the opportunity to work with freelancers as we all struggled with lack of content through the lockdowns. My bank of perhaps 50 features was decimated - many pieces were no longer relevant or featured hotels/ restaurants/ attractions that had closed or changed. So I am practically starting from scratch now. We've had more pages over the summer than I had anticipated so my bank of features is looking even more sparse. We are therefore increasingly working with more freelancers to expand the breadth of features we have. I am looking for content from UK, short and mid haul popular destinations, think France, Spain, Greece, Turkey, Italy etc, as well as some aspirational long haul but probably not US as I've got a ton of that coming up. We perhaps use one piece of freelance content each week at the moment.
Hi Lisa, it’s good to connect. Family, couples? Is there Anything specific that you’re after? Do stories need a good news angle and hook or is it general holiday colour? What type of cruise stories are you looking for? And do you pay? I know that you weren't paying at one time. Thanks. Kathryn
Hi.. interested in family and couples for print including empty nesters, younger readership online. Doesn't necessarily have to have a news angle but they always help! General destination pieces with colour also appreciated if good tale to tell. In terms of cruise happy to look at new itineraries, unusual itineraries, roundups on themes, best of excursions etc.,
How are you managing the issue of climate change and sustainable travel? How can travel writers promote responsible travel to your readers, especially that cost has become so much more of a factor?
Pre-pandemic / cost of living crisis we perhaps did more on sustainability. However, if I am honest, our readership has always been price driven. They are also very unlikely to be taking business class flights or even travelling more than once a year. We have focussed our attention to broader issues like recycling, educating on how to connect with local communities, etc.,
Hi Lisa, during one of those pandemic webinars (does anyone remember those?) you and others suggested that the future would hold new opportunities for locally-based contributors (as opposed to those who 'parachute in'). To what extent, if any, do you value, seek, and commission locally-based freelancers with specialist knowledge of destinations and regions? (No prizes for guessing what that makes me.)
How interested are you in travel pitches with a strong SEO hook? Would you ever commission online pieces if someone can demonstrate there's an interest through things like search volume? And if so, what kind of metrics would you most want to see?
Also, do you ever share stats with writers on how their pieces perform online?
Top Tip: Read the paper - look at the content we are running at the moment and pitch accordingly. It's The Sun. I am probably less likely to commission a freelancer who is hiking in Nepal, pitches must be to destinations that resonate with our reader.
Clear, concise pitches should be no more than two or three paragraphs and always include examples of published works.
Hi Lisa! Any insights you're able to share on the types of stories you're looking for in the coming weeks/months at The Sun would be much appreciated. Also curious if press trips are ok and if photography is of interest and paid for separately? Thanks for your time today!!
As we are coming into winter, we are of course looking at winter sun. Data suggests the cost of living crisis is beginning to bite and travellers who might have opted for long haul Florida / Mexico are now looking at mid-haul, Cape Verde, Morocco, Tunisia, Egypt etc. The market is definitely very price driven.
We are also very keen to keep covering UK throughout the winter months and of course, anything that addresses the cost of living crisis and demonstrates great value is perfect.
In terms of press trips, I have no problem with accepting freelance pitches from freelancers who have gone on press trips as long as the pitch tells me what they will be doing and how the piece will cover it.
And re pictures, YES I would love to receive images and yes, those are paid separately.
Hi Lisa, To what extent are you interested in specialist interest such as heritage or food/drink related travel as opposed to general travel features about an area? Also how interested are you in regional features rather than national overviews?
We do cover specialist interest but it would need to be a pitch that is relevant to our readers. We perhaps are less likely to run an interview with a craft brewery boss about his challenges in starting a business. But a piece on how a Sun reader can perhaps create their own gin, bake their own bread in a particular destination would work much better. It must be news you can use when it comes to specialist. Yes, regional works for us especially on UK stories.
Single page features are generally around 700 words and spread features no more than 1,000. Yes, very interested in relevant images, high res. And email is lisa.minot@the-sun.co.uk
Pre-pandemic I worked with a bank of perhaps 50 articles and in particular with winter content, it was generally a case of having one or two pieces from the end of one season to run at the start of another plus another couple that were taken and run in the same season. Where festivals are involved like Snowbombing obviously you visit one season and then run in advance of the next.
Things have changed a lot since pandemic and my bank of features written by Sun journalists is seriously depleted and will take time to build up. there is therefore an opportunity for relevant, well-crafted pitches and I am always happy to see these via email. And yes, family content is always welcome, both for paper and particularly digital but it would need to be very price focussed to work for digital.
Hi Lisa. A few questions...Are you looking for print only copy? What do you need most from freelancers (destination features, travel news, listicle ideas etc)? Is there a good time/day to pitch? If we don't hear anything back from a pitch are you happy for us to chase? Thank you!
Hi... all print copy goes up online as well, built by our overnight team with headlines adapted to work with the digital audience, which is generally younger and less affluent than the older, more affluent print readership.
From freelancers, I am looking for well-crafted pitches on destinations they know Sun readers will be interested in visiting - or being inspired by. In terms of listicles, that tends to be something we cover ourselves.
No particular time or day to pitch but end of the week obviously gets busier as we put the Saturday and Sunday editions to bed so early in the week is best. I do get a lot of pitches and try to reply to all but please allow a day or two for me to get to it!
Pitching stories that have no relevance to our readers. Knowing my audience and reading what we regularly publish in print will allow freelancers to pitch accordingly.
Happy to receive pitches. When it comes to articles being filed, I would always welcome images or a link or PR contact who can help supply images. Knowing our style and providing factbox details in the correct style will also earn a freelancer major brownie points!
Do you have any specific pitching guidelines (pillars, regulars, things you don't need etc.) that writers should adhere to in their pitches? Or are you happy to just receive what the writer thinks is suitable?
Most important is to read the paper - look at the features we currently run. Do you know the destination better? Do you have a better angle on a particular place? Is there a better way of discovering it? We are mass market tabloid - our readers want inspiration and advice for holidays they can afford as well as some aspirational content. Sun readers = print particularly - like the safety and comfort of a tour operator or guided tour. Cruises are very popular and readers will spend significant amounts on long haul cruising with mainstream lines.
Hi Lisa, thank you so much for taking part in this thread! I would love to know how much of your section content is written in house versus how much is written by freelancers?
pre-pandemic most of our content came from journalists in-house. Obviously throughout the pandemic we were delighted to have the opportunity to work with freelancers as we all struggled with lack of content through the lockdowns. My bank of perhaps 50 features was decimated - many pieces were no longer relevant or featured hotels/ restaurants/ attractions that had closed or changed. So I am practically starting from scratch now. We've had more pages over the summer than I had anticipated so my bank of features is looking even more sparse. We are therefore increasingly working with more freelancers to expand the breadth of features we have. I am looking for content from UK, short and mid haul popular destinations, think France, Spain, Greece, Turkey, Italy etc, as well as some aspirational long haul but probably not US as I've got a ton of that coming up. We perhaps use one piece of freelance content each week at the moment.
Thanks so much, really interesting to hear and delighted to know you're using freelance content regularly.
Hi Lisa, it’s good to connect. Family, couples? Is there Anything specific that you’re after? Do stories need a good news angle and hook or is it general holiday colour? What type of cruise stories are you looking for? And do you pay? I know that you weren't paying at one time. Thanks. Kathryn
Hi.. interested in family and couples for print including empty nesters, younger readership online. Doesn't necessarily have to have a news angle but they always help! General destination pieces with colour also appreciated if good tale to tell. In terms of cruise happy to look at new itineraries, unusual itineraries, roundups on themes, best of excursions etc.,
Thanks. Very useful.
Hi Lisa
How are you managing the issue of climate change and sustainable travel? How can travel writers promote responsible travel to your readers, especially that cost has become so much more of a factor?
Pre-pandemic / cost of living crisis we perhaps did more on sustainability. However, if I am honest, our readership has always been price driven. They are also very unlikely to be taking business class flights or even travelling more than once a year. We have focussed our attention to broader issues like recycling, educating on how to connect with local communities, etc.,
Hi Lisa, during one of those pandemic webinars (does anyone remember those?) you and others suggested that the future would hold new opportunities for locally-based contributors (as opposed to those who 'parachute in'). To what extent, if any, do you value, seek, and commission locally-based freelancers with specialist knowledge of destinations and regions? (No prizes for guessing what that makes me.)
Good question Timothy :)
Very much looking to hear from freelancers who are specialists in a particular region. Please feel free to pitch!
Hi Lisa,
How interested are you in travel pitches with a strong SEO hook? Would you ever commission online pieces if someone can demonstrate there's an interest through things like search volume? And if so, what kind of metrics would you most want to see?
Also, do you ever share stats with writers on how their pieces perform online?
Many thanks,
Laura
Hi Lisa! What are your top tips for a newbie freelance travel writer to increase their chances of having their pitch replied to/accepted?
Top Tip: Read the paper - look at the content we are running at the moment and pitch accordingly. It's The Sun. I am probably less likely to commission a freelancer who is hiking in Nepal, pitches must be to destinations that resonate with our reader.
Clear, concise pitches should be no more than two or three paragraphs and always include examples of published works.
Hi Lisa! Any insights you're able to share on the types of stories you're looking for in the coming weeks/months at The Sun would be much appreciated. Also curious if press trips are ok and if photography is of interest and paid for separately? Thanks for your time today!!
As we are coming into winter, we are of course looking at winter sun. Data suggests the cost of living crisis is beginning to bite and travellers who might have opted for long haul Florida / Mexico are now looking at mid-haul, Cape Verde, Morocco, Tunisia, Egypt etc. The market is definitely very price driven.
We are also very keen to keep covering UK throughout the winter months and of course, anything that addresses the cost of living crisis and demonstrates great value is perfect.
In terms of press trips, I have no problem with accepting freelance pitches from freelancers who have gone on press trips as long as the pitch tells me what they will be doing and how the piece will cover it.
And re pictures, YES I would love to receive images and yes, those are paid separately.
Hi Lisa, To what extent are you interested in specialist interest such as heritage or food/drink related travel as opposed to general travel features about an area? Also how interested are you in regional features rather than national overviews?
We do cover specialist interest but it would need to be a pitch that is relevant to our readers. We perhaps are less likely to run an interview with a craft brewery boss about his challenges in starting a business. But a piece on how a Sun reader can perhaps create their own gin, bake their own bread in a particular destination would work much better. It must be news you can use when it comes to specialist. Yes, regional works for us especially on UK stories.
Thanks - I've several ideas in that case I can send over to you. What length do you typically seek? Pix? What email should I use? Angela
Single page features are generally around 700 words and spread features no more than 1,000. Yes, very interested in relevant images, high res. And email is lisa.minot@the-sun.co.uk
This promises to be an incredibly useful exercise, thanks Lottie and Steph for arranging!
Lisa, how far in advance do you tend to commission? For example, I have a few Finnish Lapland pitches but is the winter content already sorted?
Also, does The Sun have much need for family travel content? Thanks!
Pre-pandemic I worked with a bank of perhaps 50 articles and in particular with winter content, it was generally a case of having one or two pieces from the end of one season to run at the start of another plus another couple that were taken and run in the same season. Where festivals are involved like Snowbombing obviously you visit one season and then run in advance of the next.
Things have changed a lot since pandemic and my bank of features written by Sun journalists is seriously depleted and will take time to build up. there is therefore an opportunity for relevant, well-crafted pitches and I am always happy to see these via email. And yes, family content is always welcome, both for paper and particularly digital but it would need to be very price focussed to work for digital.
Hi Lisa. A few questions...Are you looking for print only copy? What do you need most from freelancers (destination features, travel news, listicle ideas etc)? Is there a good time/day to pitch? If we don't hear anything back from a pitch are you happy for us to chase? Thank you!
Hi... all print copy goes up online as well, built by our overnight team with headlines adapted to work with the digital audience, which is generally younger and less affluent than the older, more affluent print readership.
From freelancers, I am looking for well-crafted pitches on destinations they know Sun readers will be interested in visiting - or being inspired by. In terms of listicles, that tends to be something we cover ourselves.
No particular time or day to pitch but end of the week obviously gets busier as we put the Saturday and Sunday editions to bed so early in the week is best. I do get a lot of pitches and try to reply to all but please allow a day or two for me to get to it!
Thanks Lisa. Really appreciate the steer.
Now this may be a reality check for us all but as an editor, what are your pet peeves when it comes to working with freelancers?
Pitching stories that have no relevance to our readers. Knowing my audience and reading what we regularly publish in print will allow freelancers to pitch accordingly.
Thanks Lisa :)
Hello Lisa, Greetings from Perth! Would love to know your expectations working with freelancers in regards to pitching, supplying images etc.
Happy to receive pitches. When it comes to articles being filed, I would always welcome images or a link or PR contact who can help supply images. Knowing our style and providing factbox details in the correct style will also earn a freelancer major brownie points!
Thanks so much Lisa - I'm all out to get those extra brownie points!
Hi Lisa,
Do you have any specific pitching guidelines (pillars, regulars, things you don't need etc.) that writers should adhere to in their pitches? Or are you happy to just receive what the writer thinks is suitable?
Cheers,
Ross
Most important is to read the paper - look at the features we currently run. Do you know the destination better? Do you have a better angle on a particular place? Is there a better way of discovering it? We are mass market tabloid - our readers want inspiration and advice for holidays they can afford as well as some aspirational content. Sun readers = print particularly - like the safety and comfort of a tour operator or guided tour. Cruises are very popular and readers will spend significant amounts on long haul cruising with mainstream lines.
I asked about cruising earlier and am really surprised that your readers will spend significant amounts on long haul. Will get my thinking cap on.
yes, it has surprised me but we have regular data to prove it!
Thank you!