You spend 20 hours researching a great idea, e.g., why kids join gangs, and it’s rejected. Three months (or six months or a year) later, the editor calls: Will you write an article on how to plan the perfect wedding?
Despite the way writing publications constantly encourage us to query with our great ideas, most magazines are planned in-house. Editors and staff decide what stories they want to have written, then find writers to do it. They have annual special sections and departments to fill, and they always have to think about their advertisers. The wedding story fits into their bridal section and will help sell ads to every business that deals with weddings. The gangs article may be fantastic, but it doesn’t fit anywhere, and it doesn’t sell anything. There are publications that handle serious issues, but most of them are newspapers or journals with private funding, not the slick magazines sold at Safeway.
Why did they call you to write about weddings? Your query showed them you were a competent writer. They decided you were worth a try. Pat yourelf on the back and start calling wedding consultants. Once they know you, they’ll be open to your ideas and might even find a way to work that gangs story into a future issue.
One way to get inside the process is to look at magazines’ editorial calendars. These rough out the themes and featured topics for upcoming issues. They are routinely given to advertisers to encourage them to buy ads. Do a search for “editorial calendars” or, more specifically, your target magazine’s calendar and see where you can match your talents to their desires. For example, I just looked up the Horizon airline magazine’s calendar. It’s listed under its parent publication at http://alaskaairlinesmagazine.com/horizonedition/editorial. I see that they’re featuring Southern Oregon, the 2012 summer Olympics in England, and gourmet ice cream in July and doing a special section on Idaho in October. Hmmm.
If you really want to write for a specific magazine, study it so well that you know exactly what the editor is looking for and when, then offer to provide it. A good query may get your foot in the door, but the right query will have them inviting you in and offering you a chair.