The Magazine of Ethiopian Airlines

Write for Us

A Bit of Background

Selamta is the editorial voice of Ethiopian Airlines. As the continent’s premier carrier and a member of the prestigious Star Alliance, Ethiopian Airlines brings Africa to the world and the world to Africa. Selamta does the same, with a fresh vision and engaging style — celebrating Africa ascendant. Every page of every issue pours out Africa’s unique textures, vivid colors and unforgettable moments.

Using a strategic mix of quick-read articles and in-depth features, Selamta engages Ethiopian Airlines’ coverage regions: Africa, the Gulf region, the Middle East, Asia, Europe, North America and Latin America. Coverage emphasis is Africa first, then Ethiopia, then the world.

Every page of Selamta inspires, educates and informs, woven on the strength of a three-stranded cord:

  • We celebrate the adventure of travel with fresh coverage of Ethiopian Airlines’ growing portfolio of destination cities.
  • We celebrate the vitality of business — Africa rising in the world of commerce and the underlying trends in business that are of interest to our global travelers.
  • We celebrate the richness of culture, expressed in Africa’s art, music and heritage as well as in the rich diversity of destinations around the world.

What We’re Looking For

Selamta tells fresh stories about Ethiopian Airline’s destination cities, stories that offer readers a clear sense of place without going the standard travel-guide route. Stories about special neighborhoods, colorful historical events, trends in the arts and the unique essence of a destination city — stories that make the reader want to travel there or see that.

“Destination city” refers to cities served by Ethiopian Airlines or reachable by travelers within (in most cases) a 2-hour commute from those airport locations.

How to Pitch a Story

Please review current and previous issues of Selamta before pitching, to get a clear idea of the stories and places we’ve recently covered and to hone your pitch to a particular department.

Generally, the editorial content in the magazine is divided into three sections:


Features tell in-depth stories through angles that capture a city or region’s essence while homing in on something specific, unexpected, unique. Please, no pitches for the stereotypical “Springtime in Paris.” Instead, make us want to do or learn about something more unusual alongside you.


Our five-page, front-of-book section of small news stories is designed as an “appetizer” for the reader. Each page highlights a different theme, ranging from commerce and diplomacy to excursions and lifestyle. We do not accept freelance submissions for these stories.


This section includes a combination of 10 individual departments [24 Hours, Cuisine, Destination, Faces, Nature, Business, Take 5, The Arts, Wordsmith, 1,000 Words]. Each of these departments is listed below in more detail. In general, these are stories that make the reader want to take action — be it travel there, meet her or eat that.

24 Hours

If you only had 24 hours in a particular destination city, where would you insist on seeing/staying/eating? This department highlights a location while steering clear of standard tourist advice (e.g., when in Paris, don’t tell the reader they simply must check out the Eiffel Tower; tell them about the great farmer’s market).

  • Number of pages: 2
  • Word count: 800. Be sure to include relevant websites and physical addresses/contact info for particular places you mention.

The department for the “foodie” — tell us about a must-try dish in a particular city, a description of traditional cooking techniques/tools, a hot new restaurant or a hole-in-the-wall that’s often overlooked. Introduce us to an up-and-coming chef or a fascinating food festival. Anything to whet the reader’s appetite.

  • Number of pages: 1–2
  • Word count: 800. Be sure to include websites and contact info when relevant.

A profile of an Ethiopian Airlines destination city with a focus on one aspect of the city or its environs — be it a neighborhood, a hiking trail, a historic site. Tell the reader about its history, claim(s) to fame, main attractions and so on. Try to pull off the beaten path and surprise the reader with quirky facts and places to see.

  • Number of pages: 2
  • Word count: 800

A profile of someone already well-known internationally or in his/her profession; or of someone we believe readers should keep an eye on for his/her views, accomplishments or life situation. We’ll use caution in considering political figures.

  • Number of pages: 2
  • Word count: 800

Lions, tigers and science — oh my! This is the department for all nature-related stories, whether they're about conservation efforts, national parks, recent scientific discoveries, etc.

  • Number of pages: 2
  • Word count: 800

Catch the attention of the many international businessmen and women flying our planes by introducing us to an intriguing new business concept, offering commentary on an emerging trend or profiling an inventive entrepreneur. If it's related to innovation or economics, it belongs here.

  • Number of pages: 2
  • Word count: 800
Take 5

Top-5 or 5-of-a-kind — you name it. This article might highlight museums, quirky foods, must-see hotspots. Could be focused on a single city or span across five.

  • Number of pages: 1
  • Word count: Five 50-word blurbs. Include pertinent websites/contact info when applicable.
The Arts

A profile of a new band, gallery/museum exhibit, event, artist, etc. — anything fresh on the art scene.

  • Number of pages: 2
  • Word count: 800. Include relevant websites and dates, if applicable.

The department for the traveling reader, showcasing book reviews, excerpts, author interviews and recommendations of books related to travel or other cultures.

  • Number of pages: 1
  • Word count: 300–400
1,000 Words

For professional photographers only

This department presents a single photo to tell the tale of a particular place. Submit a unique professional-level photo (of your own taking) and a caption to tell us about it.

  • Number of pages: 1
  • Word count: One 50-word photo caption