How to Pitch a Story to SELF

Health Information Relationships

Thanks for your interest in writing for SELF! We’re always looking for new writers to work with, and want to make the pitching process as clear and straightforward as possible. We’re especially excited to work more frequently with writers who are BIPOC, LGBTQ+, or belong to other marginalized identities—and not just to write specifically or exclusively about your identity (unless you want to).

Before you pitch, please take a few minutes to read the following recommendations and guidelines. We’re going to cover the following:

  • Information about SELF’s brand mission and philosophy

  • What types of stories to pitch

  • What types of stories NOT to pitch

  • How to pitch us

  • Who to pitch

  • Our pay rates

We look forward to hearing from you!


SELF magazine is a mission-driven health and wellness brand. Our goal is to help people take good care of themselves, their loved ones, and their communities. Sometimes that’s by reporting on individual actions that can make a difference; sometimes that’s by highlighting efforts to make systemic or institutional change. Sometimes it’s a bit of both. Whatever the case, SELF is here to help.

Before you pitch, it would be helpful to search the site and our social channels to get a sense of the brand tone and philosophy (and also to make sure that you’re not pitching something we literally just covered). It may be helpful to know that the brand has published editor’s letters and editorial packages that advocate for specific positions in the service of public health, including:

To learn more about SELF, including information about our leadership team, editorial standards and practices, social channels and newsletters, and more, read SELF’s About Us page here.


Since SELF is a health and wellness service brand, we’re looking for stories that will help improve personal health or public health. When pitching a story, you should be able to answer the question: How is this helpful?

We have a few main categories of focus: health, fitness, food, beauty, love (think sex and relationships, both romantic and otherwise), and lifestyle (travel, money, career, home, productivity, and so on). Beyond those categories, here are the types of stories we’re looking for from freelancers:

Reported Service

Right now, we’re focusing almost exclusively on service journalism—stories that give people the information they need to know in order to take action. We’re typically looking for reported pieces that rely on research and expert insights. Think how-tos, tips, tricks, advice, and explainers that people can act on. It’s not enough for a story to simply explain why something is the way it is; it should also help people understand what they can do with that information, and how to apply it in their own lives in a practical, logistical, IRL sense. (Very simply, a good service story should tell a reader: Do this, here’s why.)

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