Think about the audience and don't be conventional : how to pitch opinion
L-R Alex Watson, Isla Glen, who recently completed a three-month internship with the DC Thomson Comment team, and Morag Lindsay
Women in Journalism Scotland caught up with Morag Lindsay and Alex Watson, who are the respective heads of the Comment sections of The Courier and The Press and Journal – both DC Thomson Media titles.
Both Morag and Alex write columns as well as commissioning and editing other writers. Alex’s work has won her a nomination for this year’s Nicola Barry Award at the Scottish Press Awards, which is sponsored by WiJ Scotland.
These dedicated Comment sections were introduced to the titles just over a year ago as part of a move to creating digital content first. Here, Morag and Alex share their tips for creating successful pitches.
“When we take a step back and look at what we have done, the Comment sections on both websites have come on leaps and bounds. They are very different from what they were before,” Morag explains.
“We are producing far more volume and far more variety, hearing from a much broader range of voices than we had before. It’s also younger, certainly more female and more diverse. I think we are also presenting the pieces in a much more interesting way.”
“We’ve had a lot of success with different things – so always pitch it”
Alex adds: “I think we have proven there’s an appetite for less conventional articles. People look at The Courier and The P&J and think of them as quite reserved, conservative, but we’ve had a lot of success with different things – so always pitch it.”
In terms of standing out from the crowd, Morag and Alex believe that regional publications are in the advantageous position of having a bit more time to spend on crafting a good piece of work.
Alex says: “There are always lots of hot takes, but I think it’s better to take a step back, a little bit of time and get something that’s unique – otherwise everyone just ends up writing the same thing.”
Morag adds: It’s much more considered now, so think about making a unique point rather than just reacting quickly. It’s also thinking about the audience. Most are local so we still have to think about how the topic might affect people in our area.”
When it comes to getting in touch, Morag and Alex don’t want you to be shy. They both say the majority of their regular pitchers are male – so if you have an idea then drop them a line.
Alex says: “It’s worth saying we’re both really nice. We’re never going to be horrible. And we do always get back to people.”
So, what can writers do to ensure they get their pitch is, well, pitch-perfect?
Morag advises: “Look at the Opinion sections of both of our websites and read the website every day to see the stories that we are reporting on. We still find that local comment pieces on local issues tend to do the best.”
Alex adds: “We would like a fleshed-out pitch. Sometimes people have already written the piece, but we would prefer they didn’t. We also want to hear a bit about you because we need to know whether you are the right person to write this – tell us what experience you have to be able to comment on the subject.”
In terms of subject matter, Morag is currently on the lookout for political commentary and she’s got a soft spot for a personal piece.
“I love really personal pieces, anything with a bit of heart to it,” she says. “Taking something that’s in the news but putting a personal spin on it.”
If you want to get in touch with Morag or Alex, you can email them: