How Magazines Curate a Story—And Why You Can’t Predict It
A recent assignment for The Wall Street Journal took me to Carmel to capture the town’s essence—its coastline, galleries, tucked-away restaurants, and luxury homes along Scenic Drive.
I spent seven hours roaming Carmel, chasing the right light, the right angles, and the moments that felt most like the place. In the end, I delivered over 60 images. The editor used just six.
Not because the others weren’t strong, but because magazines don’t choose the best images—they choose the ones that fit their story, their layout, and their editorial voice. And you never know which ones that will be.
The Ones They Didn’t Pick
When I delivered my final set, I had no idea which images the editor would choose. Here are some that weren’t selected.
Editorial Photography Is About Storytelling—Not Just Documentation
This experience was a reminder that magazines don’t just showcase beautiful spaces—they curate a visual story. Editorial photography isn’t about capturing what a place looks like; it’s about capturing how it feels and giving editors the flexibility to shape a compelling narrative.
For designers, architects, and brands looking to get published, it’s worth asking:
• Are your photos simply documenting your work, or are they telling a story?
• Do your images give editors options to craft a dynamic layout, or are they limited to what looks best in a portfolio?
• Are you capturing not just the space, but the essence of the place?
The Ones They Picked
And here’s what they actually picked—images I might not have expected, but that fit their editorial needs.
Why Designers & Brands Need More Images Than They Think
Getting published isn’t just about having beautiful images—it’s about having the right images for an editor’s story. The best editorial photography isn’t just technically perfect; it gives editors options, allowing them to shape a cohesive narrative that fits their layout and vision.
That’s why editorial shoots take time. It’s not just about capturing a space—it’s about capturing multiple angles, details, and moments that give editors the flexibility to tell their story. A single hero shot isn’t enough; publications need variety to craft a spread that flows.
For designers and brands, that means thinking beyond a handful of portfolio images. The more options you have, the better your chances of fitting into an editor’s final selection.
