Chapter 53
Interview with The Established + 22 pitch calls + useful info
Dear gentle reader,
Wishing you a gentle, kind and productive new year 2025.
If you, like me, have had a tough 2024, here take some cake.
The legendary Virginia Woolf's 1931 New Year’s resolutions included: “to have none. not to be tied. to be free & kindly with myself. sometimes to read, sometimes not to read. to go out, yes—but stay at home in spite of being asked. as for clothes, I think to buy good ones”
Do you have any freelance resolutions for 2025? Mine are to diversify my writing, get my website up, and hit my earnings goal (I fell short last year).
This month’s edition has an interview with the lovely Shruti Thacker from The Established + pitch calls + job opps and other useful information.
Ready? Let’s begin.
THE INTERVIEW
The first edition of 2025 has an interview with one of my digital publications, The Established. It’s a digital publication covering interesting viewpoints and stories that aren’t the usual run-of-the-mill.
Shruti Thacker is the co-founder and editorial director of The Established. She has over 15 years of experience in digital publishing. Her career began in the UK, where she held early roles at Hearst Digital. In 2010, she returned to India and joined the team tasked with relaunching Vogue.in. Since then, she’s held leadership roles at Vogue India, Elle India, Time Out, Vogue Arabia, and Wired Middle East. It was while freelancing for international publications like Vogue Business and the Financial Times that she recognised a gap in India for a digital-first platform that delivered sharp, intelligent narratives rooted in relatable, culturally relevant storytelling from an Indian perspective. This vision became the foundation of The Established.
1. Tell us a bit about The Established, what is the journal aiming to achieve and what does it offer to the reader?
The Established is a digital publication with a vision to deliver culturally relevant, sharp, and impactful content for an urban Indian audience. It sits at the crossroads of fashion, art, beauty, identity, and culture, creating stories that resonate with readers in India and beyond.
Unlike traditional lifestyle platforms, The Established prioritises nuanced narratives that provoke thought, spark dialogue, and offer meaningful takeaways. Eschewing superficial content, the platform focuses on presenting stories with depth, context, and cultural significance. From unpacking the business of beauty to examining how South Asian designers and their businesses are navigating the current economic and social climate in the UK, The Established champions storytelling that challenges, inspires, and engages while remaining firmly rooted in relevance and insight.
Do you commission or prefer being pitched?
We primarily commission content to ensure it aligns with The Established’s editorial vision and strategy. That said, we welcome pitches that offer fresh perspectives and unique narratives within our core verticals. Collaboration is at the heart of what we do—when writers pitch to us, we often work closely with them to shape the idea into a more impactful and engaging narrative.
At The Established, we steer clear of single-brand stories, instead focusing on how cultural movements influence the beauty and fashion industries, and vice versa, always keeping the reader at the forefront. This extends to our community section, where we aim to explore diverse and thought-provoking perspectives on the shared human experience. Our goal is to spark meaningful conversations through every piece we publish (and I’m not going to lie, it is difficult, but we try).
What are the kinds of pitches that interest you (also add what not to pitch about...)? What are the hallmarks of a good pitch to you?
We are drawn to pitches that offer nuanced cultural narratives, particularly those exploring the intersection of identity, power, and culture from an Indian perspective with global resonance.
Intersectional storytelling is especially compelling, such as deep dives into how fashion, beauty and culture interact with larger societal themes. Topics should be tied to current movements and cultural moments – but to be looked at from a larger perspective that would be relevant beyond the current news cycle. Pitches that propose strong intellectual appeal and force people to think differently are always appreciated. However, the audience has to be kept in mind – the urban Indian, so whatever we talk about has to be relatable to them – or offer them a better understanding of the topic. Pitches with multi-layered storytelling stand out, all stories should be able to dissect and present both sides of the topic, allowing the readers with enough information to make their own conclusions. Our job is to show them the facts, data and other elements in an easily digestible narrative and allow them to critically think and make up their own mind.
We avoid content that feels overly promotional, rehashes widely covered topics without a fresh perspective, or lacks depth and context, such as surface-level or listicle-style stories.
The hallmarks of a strong pitch include a clear, engaging subject line, a concise summary with a well-defined angle, and thoughtful consideration of sources, visuals, or data. We always ask our writers to share at least three main takeaways for the reader. Above all, a good pitch should demonstrate an understanding of the publication’s tone, style, and audience. But above all, the writer has to be able to take feedback positively — the idea is to make sure if the reader is spending time on a story, it should provoke emotion or the learn something new and interesting as and when possible.
What is your advice or response to people who tend to call lifestyle stories/ anything culture related to be fluff and not ‘proper news’?
Dismissing lifestyle or culture stories as “fluff” is to misunderstand their fundamental role in shaping societal discourse. Culture is not tangential to news—it is its pulse, it influences the way we live, often in ways that are underappreciated.
Stories about fashion, beauty, and art are not merely ornamental; they reflect societal values, challenge norms, and influence broader systems like politics, technology and consumption behaviours.
At The Established, we approach lifestyle and culture stories with the same intellectual rigour as any other form of journalism. Whether analysing fashion as a reflection of identity or exploring the cultural impact of technology, we challenge the notion that these subjects are secondary. Lifestyle content, when done well, connects with audiences on a human level, provoking thought and offering meaningful insights into the world we inhabit.
To dismiss these stories is to underestimate their power to shape the zeitgeist. We aim to elevate these narratives, unpacking their deeper implications and positioning lifestyle content as an essential lens through which to understand the complexities of contemporary life.
Shruti says, “The best way to pitch a story is to contact the relevant section editor directly. By the middle of each month, we finalise our content calendar for the following month. The section editor will review your pitches, provide feedback, and determine whether they align with the content calendar. Time-sensitive pitches can be shared with me or the respective section editor. Email addresses typically follow the format first.lastname@theestablished.com — you can refer to our About Us section to find details of the section editors. Rates vary based on the writer’s experience, scope and complexity of the piece, standard feature stories are compensated between ₹6,000 and ₹10,000”.
PITCH CALLS
More to Her Story is seeking freelance correspondents in the Middle East & North Africa, Latin America, Sub-Saharan Africa, South Asia, and Eastern Europe…people who have deep experience reporting on women’s rights. Pitch, here.
Off Assignment is a literary magazine with a penchant for journeys and a fascination with strangers. They are seeking submission for Letter to a Stranger, No Equivalent, Under the Influence, What I Didn't Say, & Witching Hour columns. Details, here.
- Rate: $300 per essay/$100 for Witching Hour
- Submit, hereScary Mommy is seeking pitches from freelance writers for the following verticals on: parenting, sex and relationships, movies and TV, pets, home, food, health/wellness, and personal stories.
- Rate: starts at $200
- Email julie.sprankles@bustle.com with the subject “Freelance Pitches”.Index on Censorship needs pitches on freedom of expression. They cover stories around freedom of expression and give a platform to dissident voices.
Details, here.
- Email: katiedd@indexoncensorship.orgWorld of Cruising needs journalists familiar with wildlife/conservation, LGBTQ+ friendly cruise destinations, Cape Verde and the Windward Islands and more.
- Email: sarah.riches@realresponsemedia.com
- Rate: 23p a wordBusiness Insider wants pitches from people who have trips planned to adults-only cruises/all-inclusives in the new year?
- Rate: Starts at $230 for 600 words
- DM PaigeThe Library of Arabic Literature blog has reopened for pitches and is looking for writers who are enthusiastic about Arabic literature. Pitch guide here. Pitch deadline is January 31, 2025.
- Rate: $400 for each post.
- Email: leah.baxter@nyu.edu, and include the phrase “LAL Blog Pitch” in the subject line.Live Science’s health desk is always open to pitches. They publish news and evergreen stories that unpack the latest medical breakthroughs and mysteries of how the human body works. Pitch guide, here.
- Email: nlanese@livescience.comIndieWire welcomes pitches on a range of subjects relating to film, television, and new media. More details, here.
- Rate: Starts at $300Restart is accepting freelance pitches about entertaining, high-quality gaming content. More info, here.
- Email: brandy@moonrock.biz
- Rate: average is $200The Logic is looking to commission stories about the human impacts of business and tech on our everyday lives here in Canada. Stories that surprise people, ambitious stories, complex stories, the best kinds of stories. Details, here.
- Email: james.temperton@thelogic.co.
- Rate: up to $1 a word.Islamic Horizons is looking for Ramadan stories and education stories — specifically a Muslim woman to write about how abortion bans/lack of access to reproductive health care affects Muslim American women| how undocumented Muslims are preparing for a second Trump term | how incarcerated Muslims celebrate Ramadan behind bars and the unique challenges they face. US and Canada only.
- Email: bareerah.zafar@isna.net. Include a 3-5 sentence summary of your pitch + links to 2-3 work samples.
- Rate: $0.20/word, with a maximum of 1,500 words.National Geographic is seeking smart (not academic), interesting (not just to you), and relevant (to a global audience) science pitches. Details, here.
- Email: starlight.williams@natgeo.comSalon’s Culture section has a new editor looking for pitches about TV, film, culture trends and who fell down at awards shows!
- Email kmcclure@salon.com
- Rate: Rates vary between $150-$300Stramash is looking for new contributors with something fresh and curious to say about the whisky world.
- Email: stramash@whisky52.com.
- Rate: 25p/word.Are you the only single person in your friendship group? If you’re a writer and would be up for sharing how this feels, pitch Stylist magazine.
- Email: holly.bullock@stylist.co.ukDaily Mirror is always looking to commission freelancers on stories with strong human interest, real life stories, celeb interviews that work for The Mirror.
- Email Faima.bakar@reachplc.comAsian Dispatch is seeking pitches from journalists/researchers in *Asia* on evergreen stories told from fresh perspectives. They accept reported stories, sharp analyses & personal essays on Asian societies, politics & culture.
- Email: pallavi@asiandispatch.net
- Rate: Rs 15 per published word + Rs 500 per published photoReady to get real about your spending habits in 2025? Refinery is accepting new Money Diaries submissions. Details, here.
- Rate: $150 for each published diary@FateFortuneMag is looking for spooky real life stories: Have you received a message from beyond the grave? Did a psychic correctly predict your future?
- Email rosie.evans@bauermedia.co.ukVillage Square is now accepting story pitches from photographers, and filmmakers keen to share insights from India’s villages. Details, here.
- Rate: Rs 4,000-6,000/storyBusiness Insider’s health and parenting section is seeking personal essay pitches about the following topics: stories about co-parenting, nontraditional engagements, parenting in 40s or older, not following milestones in relationships in the traditional order, supporting a family financially/being the breadwinner, interesting stories about parent + child relationships, unconventional housing, stories about retiring early or deciding not to retire, teaching kids about money/budgeting, non-traditional parenting or grandparenting, deciding to have kids so your parent could be a grandparent, coming to terms with the idea of not being a grandparent, living apart while in a long-term relationship, and any other interesting personal or relationship story related to health and/or parenting.
- Rate: starts at $225 for about 600 words.
- Email rdonahue@businessinsider.com with [Pitch: Your proposed headline] as the subject line.
JOB BOARD
The Established is hiring: Managing Editor (7+ years of experience) + Culture Editor (4-5 years of experience) + Social Media Manager (4 years of experience) + SEO Manager (6+ years of experience). Send CV and writing samples to contact@theestablished.com; use the role you’re applying for as the subject line.
Roundglass Sustain is seeking a social media writer. Details, here.
Sunday Mid-day is looking for a senior desk hand—at least 8 years experience—who can turn around long-from news features copies and handle production. Email resumes to Aastha.atray@gmail.com
NDTV Profit is hiring a social media enthusiast. Experience of 3-5 years in journalism, preferably social media. This role is based out of Mumbai. Email jobs.np@ndtv.com and sadaf.vasgare@ndtv.com with the subject 'Social Media Application'.
Grazia India is on the lookout for a talented Senior Copy Editor / Assistant Editor to join their team. This is a work from office role from their office in Mumbai.
If interested, send in your resume + portfolio at careers@wwm.co.in.The Quint is hiring an experienced editor, with 5-8 years of experience, to join their opinion/op-ed section. They operate in a hybrid work model, with the flexibility to work remotely and onsite. Initial induction will take place at their Noida office. Please send your CV along with relevant work samples to jobs@thequint.com with the subject line: Op-Ed Editor Application.
Mid-Day Digital News Desk is seeking a meticulous journalist with sharp editorial judgment and a deep understanding of the ever-evolving digital media landscape. DM Poonam.
NewsMeter, an independent news and fact-check organization based out of Hyderabad, is seeking a Video Producer to craft engaging social media videos with a strong emphasis on fact-checking, post-production, and creative storytelling. Language Skills: Strong command of English (written & spoken); knowledge of at least one South Indian language is preferred. Location: Remote. Email dheeshma.p@newsmeter.in with subject: Application for the Post of Video Producer.
Business Standard is on the lookout for Assistant News Editor (7-10 years of experience) + Chief Sub-Editor (5-7 years of experience). Email veenu.sandhu@bsmail.in and deepak.pandey@bsmail.in. Details, here.
Hachette is hiring for the role of Digital Editor. Email jobs@hachetteindia.com by 17 January. Details, here.
HT Brunch is looking for an assistant editor. Full-time, in Mumbai (work three days a week). Seeking 8-10 years features experience. Email rachel.lopez@htlive.com
I also compile jobs, every month, on my LinkedIn profile.
MISCELLANY
PRIZE: Media School at Bournemouth University is accepting entries for its New Media Writing Prize (NMWP). Entries can be a short story, novel, poem, narrative game, documentary or transmedia work using words, images, film or animation with audience interaction. General deadline: Feb 1. Details, here.
FELLOWSHIP: The Knight-Bagehot Fellowship at Columbia University needs experienced journalists to work on business journalism and take MBA classes. Deadline: Jan 31. Details, here.
PROGRAM: The Erasmus Mundus Master's in Journalism, Media and Globalisation’s graduate journalism program is open. Students will travel across Europe, attending different universities as they work toward their degree. Apply by Jan. 10, for scholarships up to EUR$10,000 to cover tuition and more. Details, here.
INTERNSHIP: The 2025 Spring & Summer Internship and Apprenticeship program at The 1947 Partition Archive is now accepting applications. Positions are available in a number of programs, including Digital Archiving, Community Relations, Motion and still Graphics Editing, and much more. Apply, here.
CONTEST: Passionfruit Review wants poems on the theme of Love and Loss! First place gets £400 prize, second place gets £75 prize, and third place gets £25 prize. The entry fee is £3 per poem, or £5 for 3. Submission deadline: January 31, 2025. More info, here.
POETRY SUBMISSIONS: Wordbox has curated a list of poetry submissions.
APPPLICATION: Know Bengal is a five day workshop in Kolkata exploring the unknown Bengal at its colonial and postcolonial turn through the lens of history, geography, labour studies, caste, environment, gender and others. Apply by: Feb 3. Details, here.
PHOTOGRAPHY CONTEST: The International Center for Journalists (ICFJ) is accepting nominations for the inaugural News Creator Award for Excellence in Independent Video Journalism. Solo creators and individuals working for small newsrooms of 20 people or fewer are welcome to apply. Deadline: Jan. 15, 2025. Details, here.
SCIENCE CONTEST: National Association of Science Writers’ Science in Society Journalism Awards recognizes investigative or interpretive reporting about the sciences and their impact on modern society. Works must have been published or broadcast in 2024. The categories are books, commentary, science reporting, science features, longform narratives and series. Winners get US$2,000. Deadline is Feb 1. Details, here.
READ: An essay on ‘How to grow newsletter subscribers’?
Before ending, here’s some news you can use:
@thefunkyrainbow is a children's bookshop in Bangalore that only stocks books by Indian authors.
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In February, Goa will see the five-day Goa Book Fair and Children’s Literature Festival.
Until next time, sending you best wishes for a good 2025.
Regards,
Joanna