If the editorial opportunity is right but the proposed terms aren't, you don't have to treat the pitch as take-it-or-leave-it. Counter with what works for you.

The publisher is notified and reviews your revised terms. They can accept your counter, or counter back with something in between, so a pitch can go back and forth a few times before it settles.

Once terms are agreed, you'll get a confirmation email and the pitch moves on to campaign setup, the same as an accepted pitch.

The acceptance deadline is set by the publisher and isn't something you can change or counter. It's a hard date: if it passes while terms are still being discussed, the pitch expires. If you're countering close to the deadline, it's worth moving quickly.

A counter is about the commercial terms, not the editorial idea. If the concept itself isn't right for your brand, declining with the reason is more useful to the publisher than countering.