Stick to the deadline

I once attended a dinner of CEOs and chief technology officers. They were talking about tight deadlines and how people had to understand in a modern world that they couldn’t be broken. Then during the dinner the guy sitting next to me leaned over and said “mind you, if you want to talk to someone really strict about deadlines, you talk to a journalist”. Proof, if any were needed, that he’d completely forgotten who I was.

Journalists do have a reputation for being fierce about deadlines. There are actually good reasons – it’s worth considering the process of what happens after an article reaches us, if you’re an executive or PR person writing something for a magazine.

Errors and assumptions

There seems to be an air of “we can probably move this if we want to” around contributors to magazines for which I’ve worked. Here are some examples:

• I commissioned some items for the Radio Times once – and a famous conductor missed the deadline by a day and decided that meant he probably didn’t have to write the piece after all. We had of course reserved the space.

• A contributor to a magazine once assumed that he could write something the day after it came out and it would appear on the website, no harm done. We had of course reserved a space and were left scrambling around to fill it.

• A sponsor for an entire supplement once decided to commission the articles himself (fine, I’ll charge you anyway but I’d leave it to a professional if I were you). The supplement was due to appear the week he’d set everyone as a deadline. This gave no opportunity for any other process to happen…including printing the thing.

The process

If you or your client are approached to contribute to a publication, or pitch to a publication and succeed, great. Here’s what happens afterwards – and this happens on smaller as well as larger publications.

First the editor will have a read of the piece you’ve written. If it’s not to length and on topic you can expect us to send it straight back. This sounds like common sense but a lot of people get it completely wrong.

Second, he or she will pass it to the subs to massage into house style (so ‘is a number written 1 or one’, ‘are companies singular or plural’ become important questions). This is non-negotiable; if you’re lucky enough to see it again after this stage, do not send it back with red biro amending your job title back into capital letters. I’ve actually seen this and other than the editorial team having a chuckle it doesn’t achieve much. Remember your article is not the only one being subbed. So expecting this to take less than a couple of days is unrealistic.

Third, the layouts will happen. Again, this is in the context of an entire magazine rather than just your pages – allow days again. Several designers work on more than one magazine simultaneously so there can be quite a queue.

Fourth, the layouts go back to the editorial team. Unless you are stunningly lucky, your piece will need trimming or expanding to fit the space exactly. No, we won’t change the font size to fit. We’ll also add a headline – the one you sent might give us a steer on the tone to adopt but the chances of it fitting properly on the page and matching our style are remote (ask yourself whether the publication for which you’re writing always has a verb in the headline – the people making the magazine will know).

Fifth, if you’re very lucky, there might be time to send it back to you for a quick once-over. This isn’t a cue to start rewriting entire paragraphs, it fits and we’re looking for tweaks unless we’ve amended something to fit and misunderstood the meaning entirely.

Sixth, the designer changes it to PDF and we proofread it.

Seventh, it goes to the printer in the case of a hard copy publication, or it may go straight online in the digital world. If it’s going into print, then it will take about a week – not only do we have to sign off the galley proofs (as those of us of a certain age still call them; it may be called a Delano system officially but to me the last pre-print stage is a galley proof) individually, page by page, then they’re printed. The ink literally has to take a day to dry and then the issue is assembled and delivered.

So this is why, when you’ve agreed to contribute to a magazine, we’re a bit precious about our deadlines. It’s because we understand the chaos that ensues when they’re overlooked. Of course, neither you nor your clients work for us, so this doesn’t have to be part of your world. But do yourself a favour; if you can’t honour a commitment to write on time and on length, don’t make it in the first place. The next time you come across us might be when we’re interviewing you about an important announcement, and you really don’t want us having “that’s the pillock that doesn’t keep his or her word” at the back of our mind at the time.

2 thoughts on “Stick to the deadline”

  1. Great piece. I’ve been on both sides of the fence (the commissioner and the commissioned) and would like to echo these comments completely.

    Deadlines are deadlines for a reason – not some arbitrary date invented to annoy a contributor, especially on weeklies, such as RT.

    Except many Comm Eds do seem to treat them as that, ie ‘arbitrary’. I’ve had firsthand experience of delivering ‘a rush job’ on time, only to get zero acknowledgement for up to 2 weeks and then sometimes a month later being asked to verify facts.

    I think all office staff should experience life as a freelancer, so they know how annoying their behaviour can be 🙂

    1. That’s more than fair. Stuff does happen in an office and deadlines can change but I was media training last week and one of the guys was quite aggrieved that he’d prioritised a day around getting a piece of contributed editorial together – only to be met by silence from the editorial team for over a week (and counting).

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