A comment I made in a recent interview occasioned some back-and-forth, so allow me to amplify.

I said that when I am doing the reporting to write a magazine proposal -- long before I’ve gotten the assignment -- I will identify myself on the phone as working for that magazine.

For example, if I’m working up a proposal for Wired, and I call a source to ask some questions, I don’t say, “I’m working up a proposal for Wired,” or “I may be doing this story for Wired.” I say, “I’m working on a story for Wired.” And if I have to leave a message, I say, “This is Dan Baum. I’m working on a story for Wired; please call me.”

Is that dishonest? I don’t think so.

The truth is, in such a situation I am working for Wired. Wired doesn’t know it yet, but I am out there gathering information that I will send to Wired’s editors in the form of a proposal.  So not only am I working for Wired, I’m working for free.

It is true that I am engaging in a trade with Wired without its consent. I am doing a bunch of legwork for its editors for no pay, in return for the use of Wired’s name and reputation.

It’s fair, I believe, because I’m working in good faith. I am genuinely trying to develop a story that Wired will want. To use Wired’s name in any other context would be dishonest.

Also, I am careful not to speak for Wired. I don’t claim to know what the magazine wants, or what its position on this or that issue is.  I certainly don’t promise that Wired is going to run the story. People often ask when the story will run, and I am careful to say that I don’t know. That’s true even after I have an assignment.

This gets to an issue I’ll take up tomorrow: It isn’t enough to have an idea for an article. I’ve only been successful selling proposals when I have an idea for an article for a particular magazine. So when I’m making calls and identifying myself as working for Wired, Wired is the only magazine I have in mind. It’s not like I’m identifying myself as working for Wired and will ultimately end up selling the piece to the New York Times Magazine. That would also be dishonest. (Maybe the source would be willing to talk to Wired but not the Times Magazine.)

Some proposals of ours that worked can be read here. Some proposals that didn’t work can be read here.

More on this tomorrow.