What’s an Editorial Calendar (and Why Should You Care)?

TL;DR:

• An editorial calendar is how publications plan their content.
• Understanding an outlet’s editorial calendar can improve your pitching success.
• You can leverage editorial calendars to develop ideas and land more writing gigs.

You may have seen an editorial calendar, but do you know how to use it to your advantage? A key to getting published in magazines and websites is understanding editorial calendars. Knowing where to look for them and how to use them gives you an edge when pitching or coming up with ideas. Publications use these calendars to plan their content a year in advance, often aligning it with seasonal events, industry trends, or internal marketing strategies. Knowing what themes a publication will focus on in the upcoming months allows you to pitch the right ideas at the right time—making you more likely to land a byline.

So, what’s an editorial calendar, and why should you care?

What’s an Editorial Calendar?

An editorial calendar is a tool that publications use to organize their content. It outlines the topics, themes, or focus areas for upcoming issues and website content, usually months in advance. More prominent publications set their annual calendar in the fall and typically send it to advertisers in December so companies can buy and schedule ad space for next year.

Think of it as the publication’s blueprint for the coming year. It’s typically aligned with important dates like holidays, seasonal events, or industry happenings.

For example, a health magazine might focus on “New Year’s Resolutions” in January and “Summer Fitness Tips” in June. A business website may have monthly themes like “Technology Innovations” or “Small Business Finance” that guide its content production.

Understanding these themes is the key to making timely, relevant pitches that stand out.

Why Should Freelance Writers Understand Editorial Calendars?

As a freelance writer, you know how competitive pitching can be. Editors receive hundreds of pitches, but only a few get chosen. Understanding editorial calendars gives you an advantage because you’ll know exactly what topics they publish and when. This allows you to tailor your pitches to meet their upcoming needs, increasing your chances of success.

Here’s how they help you write better pitches:

Pitches are more effective.

Aligning your pitches to the editorial calendar helps you avoid generic pitches. Instead, you’re focused on content that matches the editor’s needs. You can propose ideas that align directly with their upcoming themes or planned content, which increases the likelihood of getting your pitch accepted.

Example: If a travel magazine has “Winter Destinations” listed for December, you can pitch a unique story on hidden winter vacation spots in unusual locations. Keep in mind that most publications plan and produce content months in advance. Pitch seasonal content at least three months before the issue comes out.

Your timing is on point.

Editorial planning usually happens two to three months ahead of the actual publication date. For example, many magazines plan the December issue in September. Knowing their themes in advance allows you to submit your pitches well before their deadline, giving you an edge over those who submit ideas too late.

Pro tip: If the editorial calendar has an “ad deadline” listed, that gives you a clue about when the actual production will happen. Ads are typically due when the content and publication are being designed. Pitch before that date if you hope to be in that issue.

You build stronger relationships with editors.

Editors love freelancers who make their jobs easier. Using an editorial calendar to pitch timely and relevant content shows them you’re organized, professional, and thoughtful about the publication’s needs. This can lead to more assignments and stronger working relationships in the long run.

Personal proof: One editor I freelanced for hired me to write for several publications over five years. Every time she changed magazines (which happens quite a bit), she brought me along. She continued assigning me articles because she knew I’d deliver on time and on brand.

Your chances of getting published increase.

Your chances of getting published increase because you pitch relevant and timely content. Editors are more likely to choose pitches that fit into their already-planned calendar. Instead of shooting in the dark, you give them exactly what they need.

Personal proof (part two): As a magazine editor assigning articles, the writers who pitched to the calendar were always at the top of my list. If a pitch needed to be more on point, I’d work with those writers to adjust the angle and give them the assignment. A writer who understands publication workflow is a gem.

You stay ahead of trends.

Editorial calendars usually align with seasonal trends and important industry events. By understanding what publications will cover in the coming year, you can watch for trends and significant events and plan your pitches accordingly. This makes your writing more relevant and boosts your credibility because you understand what’s newsworthy.

Pro tip: If you see an issue you really want to write for, look through the digital archive and see if that theme was covered before. Most publications recycle the same themes every year. Flip through previous issues on that topic and pitch something fresh.

Where to Find Editorial Calendars

Not all publications make their editorial calendars public, but many do. Here’s how you can find them:

Check Publication Websites

Many outlets post their editorial calendar in their website’s “Advertising” or “Media Kit” section. As part of a media kit, editorial calendars are designed to attract advertisers by showing what content will be featured in each issue.

Example: If you want to pitch a fashion magazine, checking their media kit could reveal upcoming themes like “Fall Fashion Trends” or “Holiday Shopping Guides” along with deadlines for securing space. This gives you insight into topics and when to pitch.

Contact Editors or Advertising Departments

What if you can’t find a media kit or an editorial calendar on the website? In that case, contacting the editor or the advertising department directly is okay. Let them know you’re a freelance writer interested in pitching relevant content, so you’d like a copy of the editorial calendar. They may add you to their advertiser list if you don’t specify the reason for the request.

Pro tip: Make sure you look first! If you email asking for a media kit when it’s available on their website, you risk coming across as someone who can’t locate information on your own—not a good look for a freelance writer.

Use Industry Resources

Some websites aggregate editorial calendars across multiple publications. For example, the American Society of Magazine Editors (ASME) and similar organizations provide directories to find upcoming magazine themes. Advertisers rely on these calendars to set their annual ad budgets and purchases. You may find these directories on advertising websites, too.

Editorial calendars are powerful tools for improving pitch success rates. They help you tailor your pitches to be more relevant, timely, and aligned with the editorial team’s needs. Whether you pitch to magazines, websites, or other media outlets, an editorial calendar is a great tool in your freelancing arsenal.