July 17, 2018
11 Evergreen Pitch Angles
Some things, like evergreen pitch angles, never go out of style. And for good reason! They take the work out of sorting through editorial calendars or hitting up your editor contacts to find out what they’re working on. Plus they save you some serious energy (because who has time to reinvent the wheel). Our favorite evergreen angles include no-brainer holidays and the gift guides that accompany them, seasonally relevant topics, key events and buzzworthy topics. Because we’re all about collaboration (and we love you), we’re sharing our internal list of 11 angles, why they work, when to pitch, and what you should be pitching. Mark your calendars, as these are what you should plan to pitch year after year.
1. New Year’s: By now we’re all familiar with the catchphrase “New Year, New You.” This is a key evergreen pitch as editors are focused on sharing products and services that can help readers set resolutions, expand their horizons, achieve organization, and focus on their health.
What to Pitch: Planners, fitness and nutrition programs, wellness products, skincare, recipes and organization experts.
2. Fashion Week: Twice a year, brands, models, designers and the media flock to NYC for NYFW, and it only seems to get bigger and bigger each year. This evergreen pitch angle works for many brands, not just those showing or sponsoring.
When: February and September
What to Pitch: Cosmetics, hair, nails, fashion (apparel and accessories), and designers.
3. Valentine’s Day: From Valentine’s Day to Galentine’s Day, this is a holiday gift guide that you’ll find many editors covering. Think gift sets and items that meet a wide range of price points.
What to Pitch: Gourmet candy and chocolate, bath & body, lingerie, travel, jewelry and sex/romance experts.
4. Mother’s Day: Mother’s Day is another big holiday for gifting (because you know mom earned it). This evergreen angle is perfectly suited for all the things, products and services, that pamper, indulge and treat.
What to Pitch: Spas and salons, wellness retreats, fashion accessories, kitchen items, personalized items and real moms.
5. Skin Cancer Awareness Month: This angle is dedicated to all the beauty brands out there. From traditional SPF products to dermatologists and estheticians who can weigh in on prevention and general skin tips, there are a whole host of opportunities within this evergreen angle.
What to Pitch: Sunscreen, skincare, cosmetics with SPF and skin experts.
6. Summer Travel: Summer is the season to travel. From travel-friendly products and destinations to travel deals, editors are looking for anything and everything that’ll appeal to the jetset (or the aspirational jetset).
What to Pitch: Luggage, products under 3.4 oz., hotels, restaurants, destinations and travel experts.
7. Back to School: Back to school is a time to reorganize and revamp, no matter if you’re actually going back to school. Like New Year stories, editors are looking for products that have a focus on organization and will appeal to a younger audience.
What to Pitch: Backpacks, school supplies, technology, notebooks, planners, apps and teachers.
8. Earth Day: Natural and organic products are the future. But think beyond products with a clean list of ingredients. From organic foods and companies with a give-back to the planet, there are so many approaches to this evergreen angle.
What to Pitch: Non-toxic household cleaning products, organic clothing, recyclable and reusable products, clean beauty and eco-lifestyle experts.
9. International Woman’s Day: With the current political atmosphere, stories on female empowerment are abundant (yay!). If you represent a woman-owned business, this is a great opportunity to promote the brand and the founder behind it.
What to Pitch: Female founders and their products or services.
10. Breast Cancer Awareness Month: Also lovingly referred to as ‘pink products month’ (because you can spot these product roundups from a mile away), editors are looking for special edition products that include a charitable tie-in.
What to Pitch: Products that have a BCA gift-back component, doctors and real women.
11. Holidays: It’s the most wonderful time of the year! That’s why virtually every outlet features a holiday gift guide. While themes and price points will change from title to title, you can bet on under $100, under $50 and stocking stuffers.
What to Pitch: Technology, jewelry, gourmet food, bath & body, home fragrance, and toys.
Caitlin Topham is ACPR’s Junior Publicist and summer roadtrip expert. She’s been roadtripping since she was three and has traveled through 24 of the 50 states. Next on her bucket list is Yellowstone National Park and Taos, New Mexico.
Photo courtesy of Cassie Rosch, Photographer