Writing for Curated: A Contributor Guide

Sotheby’s Institute of Art publishes written pieces that lead with an idea — something that allows readers to think about a topic in a new way. Articles can take the form of art news commentary, interviews with gallery directors or industry experts, show reviews, listicles, or any combination of these. Articles are an opportunity for writers to share their art world expertise and perspective with readers.

Here’s a simple guide explaining how to contribute your unique story to Sotheby’s Institute of Art.

Who can contribute?

Sotheby’s Institute website features writing by Sotheby’s Institute students, alumni, faculty, and staff.

Why contribute?

Publishing through Sotheby’s Institute is a great way to showcase your expertise and establish a reputable and public profile through being affiliated with a prestigious institution in the art world. Build your publishing portfolio and establish your professional credentials by demonstrating your thought leadership.

What should I write about?

Sotheby’s Institute is the graduate school of art and its markets, so we’re always interested in writing that examines art in the context of business, technology, history, criticism, or innovation. Is there an artist that you think is important but is not getting enough attention in the press? Tell our readers about it. Do you have a niche expertise that you are not sure anyone will be as passionate about as you? If your writing can convey that passion, our readers will definitely be interested. We’re always interested in learning something we did not know, or something new about a subject we thought we knew everything about. So, tell us! And since many of our readers and students are outside of the US, we’re also interested in stories that discuss the international art world.

What works for our publications:

• It’s not about you, but about what you know.
• Tell our audience something surprising or reveal a hidden or rarely known take on a subject.
• Don’t try to explain the entire art world in a one short article, it will inevitably become generic. Choose one focus or story line, or divide a longer piece into multiple ‘chapters’
• Lead with the lede — on average, people only read 2 sentences of an article before deciding to continue — so grab their attention right at the beginning.
• Use a voice that’s comfortable to you — it can be academic or casual, as long as it’s distinctive.

I’ve written an article. Now what?

If you’ve already written an entire piece, just send it to us as a Word document attachment. In the body of the email, please introduce yourself and explain what you’ve written in a few sentences. Make sure your submission meets the following criteria:

• Introduction: Your article should include at least a couple of sentences that hook readers’ attention.
• Readability: Break up long paragraphs into shorter chunks, and use subheadings and lists where appropriate.
• Word Count: Articles should be a minimum of 450 words, with a preferred length of 600–1200 words.
• Images: We encourage you to include images, although please confirm you have permission to use them before we publish.
• Titles: Give your contribution an eye-catching and relevant title.
• Byline: Please send a short byline describing who you are and linking to your website, social handles, and/or publication. This will appear at the end of your article.

Will my piece be edited?

If accepted, we will proofread and format your submission for spelling, grammar, and other style guide considerations in order to make it the right fit for Sotheby’s Institute channels — we want it to have the best reception possible. A preview of your piece will be sent to you for review before publication.

When will my story be published?

We’ll let you know when we have a publication date, some pieces might be deferred in order to complement a timely moment such as an art fair or other happening that will boost exposure and interest in your topic.

Where will my story be published?

• SIA’s website (news/blog section) — over 60,000 monthly visitors
• We might publish on 3rd party channels as well (e.g. on this site) — you will always be credited
• SIA’s social media channels (some or all) — Facebook, Twitter, LinkedIn, Instagram — over 150,000 followers across all

We look forward to reading your submission! Any questions, email us.