What Editors Want Podcast

James Durston
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Interviews with working editors and writers, discussing the business of freelance journalism and writing. How to pitch and win assignments, anecdotes about life as a freelancer and editor, who pays what and more. whatedswant.substack.com

Episodes

  1. $17K month as a travel writer | How to get those big retainers

    09/18/2025

    $17K month as a travel writer | How to get those big retainers

    Georgie Darling just hit her biggest month and year as a travel writer, pulling in $17K in one month alone. Her secret? Multiple retainers, and going after clients with big budgets. Take a look at our conversation in the video. Georgie's LinkedIn AMA: https://www.linkedin.com/feed/update/urn:li:activity:7372188475426521090/ Georgie's coaching: https://thefreedomroute.com/ Travel writing career tips: https://www.skool.com/mediamatrix/about This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit whatedswant.substack.com/subscribe

    45 min
  2. How to sell stories to BBC Travel, Travel + Leisure & more with no experience

    09/09/2025

    How to sell stories to BBC Travel, Travel + Leisure & more with no experience

    When Phil Thomas was made redundant from a white collar corporate job, he took the opportunity to chase his dream of being a travel writer. Starting from zero (no experience, no network) he took just a few months to see his name in BBC Travel, Travel + Leisure, The Independent, Conde Nast Traveler and more, getting paid for his stories. So how did he do it? Phil's blog: https://www.someoneelsescountry.com/ Phil's BBC Travel article: https://www.bbc.co.uk/travel/article/20250801-are-the-worlds-most-beautiful-islands-in-danger Travel Writing Skool: https://www.skool.com/travel-writing/about This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit whatedswant.substack.com/subscribe

    1h 18m

  3. 02/10/2025

    'Lazy' travel blogging | No goals, just fun

    I talk to David Gilbert, a software engineer by training and a digital product manager by trade, but a travel blogger by night/spare time. He has written his blog randomwore.com for 20 years, and has a refreshingly 'no goals' approach to his blog. No traffic goals, no money goals, very little SEO optimisation, just travel blogging for the joy of it. You can also watch this interview on YouTube: Topics covered: 00:00 - Introduction – David’s background as a product manager and blogger 01:04 - How the Blog Started – An escape from everyday work 02:16 - Became a Travel Blog After Moving to China – How relocating changed the blog’s direction 05:22 - Organic Traffic from Reddit, Google, and Email – How people find the blog 06:35 - Why David Has Chosen Not to Monetize – No ads, no revenue, just passion 07:10 - No SEO Either – Writing purely for enjoyment, not optimization 07:46 - Choosing Not to Compete with Mainstream Topics – Avoiding over-covered locations 08:22 - Focusing on Lesser-Visited Places, Especially Pilgrimage Trails – Interest in hidden gems 09:35 - How Day-Job Burnout Led to a Two-Month, 1,400-km Trek – A life-changing journey 10:13 - 50 Blog Posts and a Book from the Pilgrimage – Writing daily during the journey 12:06 - No Pressure, No Schedule for Posts – A relaxed approach to blogging 13:14 - Looking for Visually or Historically Interesting or Under-Exposed Stories – What makes a good post 14:28 - Researching Experiences After, Not Before – Allowing for serendipity while traveling 16:16 - Not Worried About Irregular Posting – No stress over breaks in content 17:19 - Trying to Mix Asian and European Topics – Transitioning after moving to Germany 18:27 - Design and Tech Also Mixed In with Travel Posts – Observing user experience in Japan 20:18 - How an Observation About Subway Gates Led to a Popular Post – Cultural design differences 22:04 - How a Post About Website Design in Japan Became the Most Popular – A viral article 24:25 - Writing About the Most Dangerous Pilgrimage Trail in Japan – An intense 10-day trek 25:39 - On His Functional Writing Style Blended with Personal Feelings – A simple but effective approach 26:52 - Avoiding Controversy and Being Responsible as a Travel Blogger – Staying mindful of influence 28:48 - Doing All This Without Speaking the Languages in China or Japan – How he manages 29:59 - Final Thoughts & Blog Details – Where to find David’s work 📖 Check out David's blog: randomwire.com This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit whatedswant.substack.com/subscribe

    32 min

  4. 01/21/2025

    Press trips and other PR insights for travel writers | Interview with a PR turned freelance writer

    Chris Dwyer, formerly the Director of Communications at CNN and Turner Broadcasting in Hong Kong, gave up that comfortable corporate life to become a freelance food and travel writer. Here he describes how writers can build relationships with PRs, and what you need to to know about how PRs work in order to score press trips. You can also watch this interview on YouTube: (00:43) Transitioned from CNN to freelance writing after 14 years in corporate PR.(03:09) Started a food blog, leading to paid travel writing opportunities. (10:48) PR background helps in pitching and building industry relationships. (11:20) Creating solid relationships that result in press trips. (14:36) Prepares for press trips by securing assignments in advance. (19:32) Reporting the truth, even when it's 'negative' or critical. (23:15) How he discovers his next story. (26:33) How he got into food writing. (29:00) How food writing always gets traffic, stoking opinions and cultural pride. (33:05) Consultancy spans industries, supporting his writing career. More about Chris: https://www.chrismdwyer.com/ Previously on the WEW podcast: Should you join a writing society? Interview with Pres. of the Society of American Travel Writers The 'enshitification' of travel writing - this publisher has a warning for travel brands 'Voice' in travel writing | Interview with writer, editor, author Chuck Thompson Travel writing from scratch - Interview with Portugal journalist Lucy Bryson | Travel Writing Skool Niche vs generalist: Interview with 'dog-friendly travel' writer Lottie Gross How a struggling travel writer finally wrote for CNN, SCMP, NatGeo and more Interview with Lola Akinmade, travel photographer & writer for NYT, Nat Geo, Travel + Leisure and many more This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit whatedswant.substack.com/subscribe

    38 min

  5. 01/14/2025

    Should you join a writing society? Interview with Pres. of the Society of American Travel Writers

    I sit across Zoom with 'Chez' Chesak, a travel writer, veteran of the travel industry, Executive Director of the Outdoor Writers Association of America and recently elected President of the Society of American Travel Writers. Also available on YouTube (below), Apple Podcasts and Spotify: Topics of discussion include: (01:51) - How Chez still pitches like the rest of us (when he has time) and his disappointment with some of the feedback he gets from editors (03:52)- His aims with the associations he runs, and how he hopes to build communities that collaborate to form a kind of symbiotic, harmonious ecosystem of travel industry stakeholders (11:00) - What introverts can do to get over the intimidating aspects of networking and event-going (17:05) - How the blogging world offers an alternative way to get your stories out there (19:09) - The costs, time and financial, of attending networking events, and to make sure you get what you can out of them (23:19) - The red flags to look out for in badly run associations (32:49) - How influencers represent a new challenge for associations and brands alike Further reading: Chez's personal website: https://chezconnects.com/Outdoor Writers Association of America: http://www.owaa.org/Society of American Travel Writers: https://satw.org/ This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit whatedswant.substack.com/subscribe

    40 min

  6. 01/13/2025

    The 'enshitification' of travel writing - this publisher has a warning for travel brands

    Matt Barker, CEO at Horizon Guides, talks about the 'enshitification' of the travel content world - how for the past 10 years every brand and company has tried to become a media company and publisher on the side, with disastrous results. His company Horizon Guides uses specialist writers and niche topics to offset this, trying to expose people to unsung places and experiences, rather than the tired and over-subscribed ones. Travel writing career tips: https://www.skool.com/mediamatrix/about Daily calls for pitches from editors Weekly story idea and pitch reviews Courses and resources to build your travel writing career You can also watch this interview on YouTube: Also covered: Trying to stand out by being blisteringly honestThe niche benefits of being a small publisherThe commissioning policyWhen and how to use ChatGPT in travel writingHow Google's algorithm affects travel publishingHow 'information gain' can help with SEOWriters and the need to create a 'knowledge graph' with GoogleUsing email lists to offset Google's changesUsing intuition, not playing the SEO gameOne project that didn't quite die -- Keywords: travel writing, travel blogging, travel content creation, demand generation, niche travel, honest travel reviews Want to stand out as a travel writer? This video explores unconventional content creation and the power of honest reviews in the travel industry. Our guest, Matt Barker, founder of Horizon Guides, shares his journey from marketing to travel writing and the challenges of today's travel media landscape. Key Points: The "enshitification" of travel media: Most travel content focuses on marketing destinations, neglecting the downsides. (10:00) Horizon Guides' approach: They focus on niche experiences and lesser-known destinations, providing honest reviews with a focus on reality. (5:24) Demand generation vs. demand capture: Creating content that sparks interest in unexplored places, not just catering to pre-existing trends. (6:35) Using email sequences to nurture leads: Capture website visitors and slowly introduce them to alternative travel options. (11:30) The importance of writer experience: Google prioritizes content with authority and verifiable expertise. (24:59) AI writing assistants as tools, not replacements: AI can help research existing content, but human writers craft unique and insightful perspectives. (17:44) Is churning out generic travel content leaving you uninspired? Learn from Matt's innovative approach and discover how to create content that resonates with travelers seeking authentic experiences. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit whatedswant.substack.com/subscribe

    39 min

  7. 01/11/2025

    'Voice' in travel writing | Interview with writer, editor, author Chuck Thompson

    Chuck Thompson was editorial director at CNNGo as it grew from a brand new lifestyle content experiment into one of the world's most popular travel websites. He achieved this by injecting 'voice' into the content and enlisting and/or training writers to did the same with their stories. Here's what that means, and how writers can use voice to inject personality into their writing. You can also watch this interview on YouTube: Travel Writing Insights: Finding Your Voice with Chuck Thompson What is "Voice" in Travel Writing? [00:13:22 - 00:16:44] Chuck Thompson defines voice as the personality you bring to your writing. Key takeaways include: Write as if you're talking to friends, not your grandparents Think of it like your "pub talk" - a slightly cleaned-up version of how you naturally communicate Voice is about being authentic while still maintaining professionalism The Evolution of Travel Writing [00:05:31 - 00:07:45] Thompson highlights two major types of travel writing: Narrative/Experiential Writing Traditional style of describing exotic destinations Sharing personal experiences and observations Less common in modern media Service Journalism Practical information for travelers How to book flights, find hotels, discover local cuisine More prevalent in digital media Developing Your Writing Voice [00:18:29 - 00:20:08] Tips for Emerging Travel Writers: Read widely and absorb different writing styles Don't simply imitate other writers Find your unique perspective Be willing to adapt to publication styles Use opinions to engage readers Practical Advice [00:22:54 - 00:25:12] Most travel writing ends up being service-oriented Publications care more about their brand voice than your personal style Be prepared to edit and adjust your writing to fit different platforms Unique Approach at CNN Go [00:09:51 - 00:11:42] Thompson pioneered a more conversational, irreverent style of travel writing at CNN Go, focusing on: Personality-driven content Engaging, sometimes provocative perspectives Creating dialogue with readers Final Insight [00:22:20 - 00:22:54] Voice isn't about being outrageous—it's about being authentic, engaging, and providing value to your readers while showing your unique personality. Pro Tip: Think of voice as simply "personality on the page" - how would you naturally tell a story to your friends? Chuck Thompson: https://chuckthompson.com/ This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit whatedswant.substack.com/subscribe

    33 min

  8. 01/10/2025

    Travel writing from scratch - Interview with Portugal journalist Lucy Bryson | Travel Writing Skool

    Lucy Bryson jetted out of Manchester, UK, many years ago and headed to Brazil, without knowing the language and with little in the way of travel writing experience. But now, even as a single mother, she has carved a niche as a travel writer specialising in Portugal and Brazil with bylines in BBC Travel, AFAR, Wanderlust, Vice, Time Out, Fodor's Travel, Atlas Obscura, DK Eyewitness Guides, easyJet Traveller, USA Today, and Rough Guides, among others. Travel writing career tips: https://www.skool.com/mediamatrix/about Daily calls for pitches from editorsWeekly story idea and pitch reviewsCourses and resources to build your travel writing career --- You can also watch this interview on YouTube: Key Insights for Aspiring Travel Writers: Career Path and Language Skills * [00:01-02:20] Started from scratch in Brazil, learned Portuguese without prior knowledge * Developed language skills through immersion and Brazilian locals' patience * Initially worked in local newspapers and magazine journalism Breaking into Travel Writing * [03:31-05:04] Transitioned from general journalism to travel writing in Brazil * Began with guidebook work (Footprint Guide to South Brazil, Rough Guides) * Lower living expenses initially helped support career transition Income Strategies * [15:02-17:19] Multiple income streams: * Freelance pitching * Copywriting * PR work * Branded content * "Less glamorous" work like shore excursion descriptions and listicles * Anchor clients often found her through LinkedIn and Instagram Pitch and Publication Tips * [27:45-29:20] Cold pitching challenges: * Low commission rates (estimated 40% success) * Pitch ideas can become outdated * Benefit from editor connections [25:33-26:44] Publication Challenges * Some publications pay poorly * Occasional commissioned pieces get spiked * Persistence is key Advice for Success * [19:34-20:06] Key strategies: * Meet deadlines consistently * Deliver clean copy * Be reliable and adaptable * Build relationships with editors Current Work and Aspirations * [29:48-34:48] Currently writing for Afar * Interested in pitching stories about: * Madeira's landscape influencing cuisine * Female chefs in Portugal * Aims to be published in Guardian Travel and Condé Nast Traveler Lucy's advice will help aspiring travel writers understand the practical journey of becoming a successful travel writer. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit whatedswant.substack.com/subscribe

    37 min

  9. 01/07/2025

    Niche vs generalist: Interview with 'dog-friendly travel' writer Lottie Gross

    I discuss the pros and cons of 'niching down' as a travel writer. Freelance travel journalist and author Lottie Gross, who runs the Talking Travel Writing newsletter, describes how falling into the niche of dog-friendly travel has opened up opportunities and marked her as an 'expert' in this under-served market. Travel writing career tips: https://www.skool.com/mediamatrix/about These podcasts are available on Substack, Apple Podcasts, Spotify and you can watch the interview on YouTube. Travel Writing: Niche vs. Generalist - Insider Insights with Lottie Gross Experienced travel writer Lottie Gross shares her journey from generalist to dog-friendly travel writing specialist, offering valuable insights for aspiring travel writers. * How Lottie accidentally discovered her niche in dog-friendly travel* Pros and cons of specializing vs. being a generalist* Why building experience first can help generalist writers* The competitive landscape of travel writing* Benefits of finding a unique niche in travel writing Main Takeaways: 🔑 Starting as a generalist can help you build a broad portfolio 🐶 Finding an underserved niche can create unique opportunities 💰 Diversifying income streams is crucial for freelance writers 🌍 Specialization can lead to becoming an industry expert About Lottie: Award-winning travel writer, author of dog-friendly travel books, and co-founder of the Travel Writing Substack. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit whatedswant.substack.com/subscribe

    37 min

  10. 07/22/2024

    How a struggling travel writer finally wrote for CNN, SCMP, NatGeo and more

    In this podcast episode James talks to Philipp Meier, a former accountant from Switzerland who moved to Thailand a few years ago to chase his dream of being a travel writer. After years of writing for small publications for free, Philipp recently broke through to some better known publications such as CNN Travel, Nat Geo Traveller, and South China Morning Post. James and Philipp discuss his journey, examine what he did that finally saw him win commissions at big name titles, and discuss some of the dos and don’ts if you’re a wannabe travel writer pitching to editors. More tips at https://travelwriteearn.com/. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit whatedswant.substack.com/subscribe

    30 min
  11. Interview with Lola Akinmade, travel photographer & writer for NYT, Nat Geo, Travel + Leisure and many more

    12/19/2022

    Interview with Lola Akinmade, travel photographer & writer for NYT, Nat Geo, Travel + Leisure and many more

    This is a free preview of a paid episode. To hear more, visit whatedswant.substack.com For the first podcast on What Editors Want I spoke with travel photographer and writer Lola Akinmade, who has one of the most impressive resumes in the business. She explains how she got into the big publications, what qualities she thinks helped her succeed, how she gets commissioned for 60% of the pitches she makes, as well as one shamefully embarrass…

    1 min
  • 11 Episodes

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Interviews with working editors and writers, discussing the business of freelance journalism and writing. How to pitch and win assignments, anecdotes about life as a freelancer and editor, who pays what and more. whatedswant.substack.com

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