Why a good hook might stand between you and your commission

Lottie on answering the "why now?" question

We’ve written about pitching many times in the past. We have multiple series on how to pitch better and interviews with editors on what they want from us freelancers. One of the most common things editors say they need in a pitch is an answer to the question “why now?”. Editors want to know why your readers should care right now. Why should the paper or magazine publish this piece in the near future? Why is it relevant at this very moment in time, or why will it be relevant in the future?

It seems like an innocuous question, but sometimes “why now?” can be the thorn in the side of your pitch and the real reason you’re not landing a commission.

You might have a cracking story with exclusive access to interesting people or places. You might be the expert on the topic at hand and able to write a sparkling piece with exceptional insights. But if you can’t sell it to your editor with a “why now?” angle, your pitch might well fall flat. Budgets are tight, and so, without a compelling reason to publish the piece, your commission could be out of reach.