Media Industry
Industry: Email Alert RSS Feed'01 Awards
Folio: The Magazine for Magazine Management, Dec 15, 2001
12TH ANNUAL EDITORIAL EXCELLENCE AWARDS
Recognizing magazines in all categories--trade, consumer, association
and online--that best fulfill their own mission statements.
CONSUMER
CATEGORY TITLE/PUBLISHER/EDITOR
ART/DESIGN Art & Antiques Annual
Asian, Issue, TRANS WORLD
PUBLISHING, Barbara Tapp
AUTOMOTIVE Car and Driver, HACHETTE
FILIPACCHI MAGAZINES,
Csaba Csere
BOATING & YACHTING Yachting, TIME4 MEDIA,
Kenny Wooton
BUSINESS/FINANCE Business 2.0,TIME INC.
(FORMERLY PUBLISHED BY
IMAGINE MEDIA), James
Daly
COMPUTING PC Magazine, ZIFF DAVIS
MEDIA, Michael Miller
ENTERTAINMENT Wizard, WIZARD
ENTERTAINMENT, Brian
Cunningham
EPICUREAN Bon Appetit, CONDE NAST
PUBLICATIONS, Barabara
Fairchild
GENERAL INTEREST/NEWS Foreign Policy, CARNEGIE
ENDOWMENT FOR
INTERNATIONAL PEACE,
Moises Naim
HEALTH/FITNESS Yoga Journal, YOGA
JOURNAL, Kathryn Arnold
HOBBIES Fine Woodworking, THE
TAUNTON PRESS, Timothy
Shreiner
HOME/GARDENING Dwell, PIXIE
COMMUNICATIONS, Karrie
Jacobs
IN-FLIGHT US Airways Attache, PACE
COMMUNICATIONS, Lance
Elko
MATURE MARKET MediZine Guidebook, MEDIZINE,
Diane Umansky
MEN'S LIFESTYLE Unlimited, HACHETTE CUSTOM
PUBLISHING, Kevin Haynes
PARENTING Exceptional Parent, PSY-ED
CORPORATION, Dr. Rick Rader
REGIONALS Coastal Living, SOUTHERN
PROGRESS, Michael Carlton
RELIGIOUS/SPIRITUAL Spirituality & Health,
SPIRITUALITY & HEALTH
PUBLISHING, Robert Scott
SCIENCE/TECHNOLOGY Audubon, THE NATIONAL AUDUBON
SOCIETY, David Seideman
SPORTS/LEISURE Ski, TIME4 MEDIA, Andrew
Bigford
TRAVEL Blue, BLUE MEDIA VENTURES,
Amy Schrier
WOMEN'S LIFESTYLE (TIE) Allure, CONDE NAST
PUBLICATIONS, Linda Wells
Marie Claire, HEARST
MAGAZINES, Glenda Bailey
YOUTH Nickelodeon Magazine,
NICKELODEON MAGAZINES,
Laura Galen
ONLINE USNews.com, U.S. NEWS & WORLD
REPORT, Chris Noonan Sturm
CATEGORY JUDGES' COMMENTS
ART/DESIGN A highly informative and
attractive magazine with
targetted editorial.
AUTOMOTIVE The whole package has a
distinct and enlivening
attitude that drives the show
along.
BOATING & YACHTING In a tight crowd of
competitors, this publication
stands out.
BUSINESS/FINANCE With exhaustive reporting and
slick, easy-to-read graphics,
Business 2.0 astuely provides
insights into the rights and
wrongs of the "new economy."
COMPUTING Practical, cleanly organized,
easily understood and helpful
to a variety of user levels. A
great team effort that helps
readers understand the many
crucial elements that often
spell profit or doom.
ENTERTAINMENT With its sharp, vibrant design
and humorous, clear writing,
Wizard succeeds in being both
joyously irreverent and
reverntial about the comic
book world.
EPICUREAN This magazine really gives you
a feel for the places, atmos-
pheres and flavors covered
through good photography and
excellent writing. We are
there!
GENERAL INTEREST/NEWS Covers a staggering variety of
complicated but vital policy
issues with an inviting
jargon-free style. Offers
original takes on topics pres-
cient to the offbeat.
HEALTH/FITNESS Crisply edited, it does a
great job balancing the need
both to provide sophisticated
articles for devotees who want
to advance their skills, and
to run engaging stories
appealing to newcomers.
HOBBIES With its no-nonsense approach,
Fine Woodworking delivers
highly prized editorial
content to a well-defined
audience in an impressive
package.
HOME/GARDENING Superbly demonstrates that a
modern house can be a comfor-
table one with photographs in
which signs of life are ples-
antly evident. Dwell dares to
be different, and does it
well.
IN-FLIGHT Attache's verve is apparent
from its bright and compelling
front-of-book section through
its captivating feature well.
It's obvious this magazine can
become the instant friend that
weary (and often lonely) trav-
elers need.
MATURE MARKET Delivers practical, introductory,
thorough information about health
issues. It's crammed full of
service-y tips on health, simply
and clearly packaged, without a
lot of distraction.
MEN'S LIFESTYLE The bright writing, editorial
packaging and dynamic art
direction all come together
for a compelling read. Visually
and verbally, it captures the
lifestyle it covers with zest.
PARENTING Presents a great mix of service
material, medical information
and personal stories about
disabled children and their
families. A sense of community
and a close rapport with
readers was evident throughout.
REGIONALS Beautifully designed, well
written and nicely conceived and
balanced. The breezy style, pace
and rhythm of this issue makes
you want to shake the beach
sand from its pages.
RELIGIOUS/SPIRITUAL Reaches a broad spectrum of
thinkers and leaves the reader
enlightened. Design is lively
and provides many points to
jump in.
SCIENCE/TECHNOLOGY The layout, the writing and
especially the reporting for
Audubon are topnotch. Despite
their point of view, they avoid
gross partisanship and have a
really fun front and back of
the book.
SPORTS/LEISURE The typography, graphics and
photography instantly take the
reader skiing through the pages.
For the veteran skier or the
weekend lodge rat, Ski proves
to be the one-stop source for
all things on the slopes.
TRAVEL Does more than just present
information--it judges and molds
its material to reflect its
mission. Blue's "we-know"
attitude spans the globe.
WOMEN'S LIFESTYLE (TIE) Engaging, creative and fulfilled
their mission statements to the
fullest.
YOUTH Really well-designed and fine-
tuned for its audience. It's a
magazines that will be used and
read by its readers again and
again.
ONLINE This site's mission is exquisite
in its simplicity and grand
in its execution. I could hardly
tear myself away.
TRADE
CATEGORY TITLE/PUBLISHER/EDITOR
ADVERTISING Marketing Revolution,
HAYMARKET MEDIA,
Stovin Hayter
AGRICULTURE & FARMING Golfdom, ADVANSTAR
COMMUNICATIONS,
Larry Aylward
ART/DESIGN Interiors (*), BPI
COMMUNICATIONS,
Julie Lasky
COMPUTING Darwin, CXO MEDIA,
Lew McCreary
CONSTRUCTION/DESIGN Builder, HANLEY-WOOD,
Boyce Thompson
EDUCATION Training, BILL
COMMUNICATIONS,
Tammy Galvin
ENERGY/UTILITIES Utility Business, PRIMEDIA
BUSINESS MAGAZINES
& MEDIA, Martin Rosenberg
ENGINEERING CE News, MERCOR MEDIA,
Shanon Fauerbach
ENTERTAINMENT BUSINESS DGA Magazine, DIRECTORS
GUILD OF AMERICA,
Ted Elrick
FINANCE (TIE) CFO, CFO PUBLISHING,
Julia Homer
Florida Trend,
TREND MAGAZINES,
Mark Howard
FOOD SERVICE QSR, JOURNALISTIC INC.,
Lea Davis
GOVERNMENT All Hands, US NAVAL
MEDIA CENTER,
US NAVY, Marie Johnston
HEALTHCARE/MEDICAL Harvard Medical Alumini Bulletin,
HARVARD MEDICAL SCHOOL ASSOCIATION
Paula Byron
MANUFACTURING RoadKing, HAMMOCK PUBLISHING,
Bill Hudgins
NURSING American Journal of Nursing,
LIPPINCOTT, WILLIAMS & WILKINS
Diana Mason
PUBLISHING/JOURNALISM The IRE Journal, INVESTIGATIVE
REPORTERS AND EDITORS, Len
Bruzzese
RETAILING Jewelers' Circular-Keystone,
CAHNERS BUSINESS INFORMATION,
Hedda Schupak
SCIENCE/TECHNOLOGY WasteAge, PRIMEDIA BUSINESS
MAGAZINES & MEDIA, Bill Wolpin
TELECOMMUNICATIONS Rural Telecommunications,
NATIONAL TELEPHONE COOPERATIVE
ASSOC., Shary Denes
TRANSPORTATION Heavy Duty Trucking, NEWPORT
COMMUNICATIONS, Andrew Ryder
TRAVEL Travel Weekly,* CANNERS TRAVEL
GROUP, Jane Jamison
ONLINE Lodgingnews.com, LODGING WORLD,
Linda Hartley
CATEGORY JUDGES' COMMENTS
ADVERTISING Its production values and
streamlined, modern layout
reflect the likely sensibilities
of its readership. In today's
economic climate, its insights
become all the more valuable.
AGRICULTURE & FARMING Editorially and visually, it's
clear that the editors are in
touch with the audience. You
can feel its connection to
the readers when you thumb
through it.
ART/DESIGN Provides a good mix of service
information and feature writing
with content that is engaging,
un-stuffy-even
entertaining-yet informative.
COMPUTING Darwin is fresh, clever, alluring,
intelligent, humorous and
relevant to its targeted
readership.
CONSTRUCTION/DESIGN Coverage is thorough and articles
do a superb job of combining
visual elements and text to
broaden readers' understanding
of the subject matter.
EDUCATION Its design and visual elements
hold the magazine together well.
Multiple. varied perspectives
help broaden reader understanding
of all topics covered.
ENERGY/UTILITIES Tackles the critical issues facing
professionals with a great
line-up of diverse content.
ENGINEERING Creative, easy-to-read format is
both engaging and informative.
Original surveys provide
fresh information in
easy-to-read charts.
ENTERTAINMENT BUSINESS Provides a fascinating insight
into this industry. Its readers
must look forward to each issue
for the insights and information
it provides.
FINANCE (TIE) Its editorial deftness translates
complex subjects into
easy-to-read stories.
This magazine has edge. It's
tightly edited for its
audience, is informative
and well researched.
FOOD SERVICE With its adopted consumer/
service-oriented magazine style,
it has created an end product that
has instant appeal and leaves
the reader wanting more.
GOVERNMENT Provides readers with an
excellent mix of editorial
using visually compelling
graphics and photograph.
HEALTHCARE/MEDICAL An excellent mix of well-written,
provocative editorial to serve a
diverse readership. Graphics and
photography are clean and
engaging. Good order and packing
of the editorial.
MANUFACTURING Spirited and eminently readable.
The design is straight forward
but lively, with an emphasis on
the human face of trucking.
NURSING Proves that magazines published
by professional organizations can
deliver the goods in style. A
thoughtful, stimulating and very
readable package.
PUBLISHING/JOURNALISM A good mix of narrative and
resources. The writing is crisp,
the information is useful, and
the delivery is inviting. Nice
mix of storytelling and news
you can use.
RETAILING Lives up to a well-earned
reputation for quality. Clear
text, excellent graphs. Very
high production values.
SCIENCE/TECHNOLOGY A fresh look at what many deem
a smelly subject. The columns,
news and features offer a
staggering amount of information
in any easy-to-read, in-depth
fashion.
TELECOMMUNICATIONS For its size, Rural Tele-
communications does a good job
of relaying relevant information
in a geographically pleasing
way.
TRANSPORTATION Content is intelligent, forward
thinking and well reported.
Design helps the reader with
clean approach and creative
graphics.
TRAVEL Offers a wonderful, detailed
snapshot of the industry. An
excellent job of putting
statistics in context and
humanizing the results.
ONLINE Includes tons of information
relevant to its audience and
sports a lively and creative
design.
ASSOCIATION
CATEGORY TITLE/PUBLISHER/EDITOR
FREQUENCY OF 3 Aramco World, ARAMCO SERVICE
TO 9 TIMES A YEAR COMPANY, Robert Arndt
FREQUENCY OF 10 HR Magazine, SOCIETY FOR HUMAN
TO 15 TIMES A YEAR RESOURCE MANAGEMENT, Patrick
Mirza
CATEGORY JUDGES' COMMENTS
FREQUENCY OF 3 Captures the beauty of the
TO 9 TIMES A YEAR regions it showcases with
warm, inviting images and
thoughtful, respectful
editorial. The production
quality is impeccable--a
visual feast with every turn
of the page.
FREQUENCY OF 10 It's loaded with information and
TO 15 TIMES A YEAR does an excellent job of ful-
filling its mission statement.
Professional, clean design and
lively, creative illustrations
boost the magazine's readbility.
(*)Magazine has since folded.
(*)Has since been sold to Northstar.
15TH ANNUAL OZZIE AWARDS
Recognizing the best in magazine design, including photography,
illustration, typography and layout, digital design and more.
BEST COVER
TITLE/CATEGORY JUDGES' COMMENTS
LIFESTYLE & TRAVEL FOR This cover uses a beautiful
PHYSICIANS, CUSTOM photograph with wonderful
UNDER 100K white space to show the mass
of the landscape. It really
makes me feel as if I'm there.
NAVIGATOR, CUSTOM ABOVE 100K I love the exaggeration of the
figure. Adding the bomb image
conveys the subject of military
arms, but in a creative way.
TECHNOLOGY REVIEW, Balance, order and simplicity
ASSOCIATION/NONPROFIT make this cover an obvious
winner. The stark photography
acts both to quickly illustrate
the cover story and give the
cover a sophisticated aesthetic
that rings sharp and loud.
GOLF WORLD BUSINESS, This image creates compelling
TRADE UNDER 35K eye contact and works very well
with the featured story. The
logo is strong and well
positioned, even with the
silhouette.
ARCHITECTURE MAGAZINE, This ingenious photo with its
TRADE 35K-100K wealth of minute, colorful,
humorous detail, overlaid with the
label-like coverlines and the
stark fresh logo, make this cover
almost an article in itself.
LINE 56, TRADE ABOVE 100K Startling juxtaposition and
contrast literlly make the point
in this bold cover, accentuated
by its distinctive, modern logo.
SPORTING CLASSICS, Very classic, bold and elegant, all
CONSUMER UNDER 100K at the same time. Black and white
against black with red only makes
this cover jump from a distance.
ONE (*), CONSUMER 100K- The models look fresh and un-
250K retouched. The color jumps off the
page. Coverlines are simple and
don't interrupt the image.
HEMISPHERES, The opportunity to showcase the
CONSUMER ABOVE 250K work of artists all over the world
without having to clutter up the
cover with headlines is taken full
advantage of by the Hemispheres
team.
BEST FEATURE DESIGN
TITLE/CATEGORY JUDGES' COMMENTS
TECHNOLOGY REVIEW, Everything fits perfectly in a
ASSOCIATION/NONPROFIT simple, powerful, yet restrained
layout.
ADVERTISING AGE'S CREATIVITY, Intriguing portraits and
TADE UNDER 35K unobtrusive typography make for
an ideal photographic portraiture
feature essay.
I.D. MAGAZINE, TRADE 35K-100K The layout for this feature on
innovative roller-coaster design is
an exhilarating ride through
graphic space.
INSTITUTIONAL INVESTOR, The photograpy pushes what could be
TRADE OVER 100K simple portraits of executives
working in finance, to a wild romp
through a parodied Gap ad. Energy
runs throughout, and great visuals
entertain but also make this nine-
page story totally cohesive.
ARTBYTE, CONSUMER UNDER 100K The well adheres to the grid in a
really dynamic way. Easy to read.
ONE (*), CONSUMER Chock full of information
100K-250K that's cleverly displayed.
Makes me want to jump
right into the bag chair.
ENROUTE, CONSUMER The layout is punchy and
OVER 250K vibrant without being
overpowering, enabling
the reader to feel the
content and enjoythe
writing.
BEST MEDIA KIT DESIGN
TITLE/CATEGORY JUDGES' COMMENTS
AMERICAN PRINTER, TRADE Terrific use of colors,
and a simple, yet well-
paced mix of images
makes this kit a very
clean read.
CONTEXT, CONSUMER I enjoy the clean
elegance of the design.
It's verysimple but
nevergets boring.
BEST USE OF ILLUSTRATION
IN A SINGLE ARTICLE
TITLE/CATEGORY JUDGES' COMMENTS
NAVIGATOR THE ARMS RACE, Illustrations showed a
CUSTOM clever parallel between
"arm wrestling" and
"military arms build-up."
GUIDEPOSTS, NONPROFIT This illustration takes
the readerto a place,
strikes at a meaning and
evokes emotion. It's
really a powerful piece.
OPERATIONS * FULFILLMENT, Intelligent illustration
TRADE UNDER 35K is applicable to content,
with a bit of humor.
CIO, TRADE OVER 35K Beautiful job of
integrating the
typography with the
illustration. Minimal
use of color makes the
illustrations more
powerful.
LIVING IN STAMFORD, The four pieces of hand-
CONSUMER UNDER 100K stitched, artifact-
embellished art
perfectly represent the
home-grown horror of New
England witch hunts.
BEST USE OF COLOR
PHOTOGRAPHY IN A FEATURE
TITLE/CATEGORY JUDGES' COMMENTS
SWISSAIR GAZETTE, CUSTOM The contrasts--neon
lights against night sky-
the hip and the banal-
are all captured in this
unforgettable photo essay.
NATURE'S BEST, NONPROFIT Rich, vibrant and
alluring! You want to
reach in and grab the
photos. Great layout!
THE AMERICAN LAWYER, No tricks--just good,
TRADE UNDER 35K strong portraits that
give you a feel for
each subject's core.
ARCHITECTURE, TRADE Beautiful framing of
OVER 35K form--good strong use
of color, excellent
work.
ELEVATION, CONSUMER The greatness of scale
UNDER 100K and conceptual vastness
are bestowed on the
reader as if they were
the kayaker in the
cockpit.
HEMISPHERES, This feature's
CONSUMER OVER 100K photography is
positioned and designed
on the pages to maximize
reader eye movement,
both image to image and
image to type.
BEST USE OF BLACK-AND-
WHITE PHOTOGRAPHY IN
A FEATURE
TITLE/CATEGORY JUDGES' COMMENTS
ATTACHE, CUSTOM The photographs really
connect you to the rough
beauty of the people and
the land.
12: LIFE RECOVERY, NONPROFIT Dirk Westphal's dark and
edgy photographs evoked an
appropriate mood for this
feature about losing and
finding one's self.
CFO, TRADE OVER 35K Dana Smith's photographs
are effectively presented
in a way that gives the
feature the fast-paced
feel of a suspense film.
WASHINGTON BUSINESS FORWARD, The dramatic silhouette
CONSUMER UNDER LOOK adds drama to a kinetic
type treatment.
SKIN DIVER, CONSUMER OVER These are beautiful,
LOOK mysterious, lush photos
that take the viewer
directly into the sea
lions' struggle for
survival.
BEST USE OF DIGITAL IMAGERY
TITLE/CATEGORY JUDGES' COMMENTS
LEADERSHIP IN THE NEW Full from cover to cover
ECONOMY, CUSTOM with sharp, very colorful
imagery. There's a lot
of energy going into this
publication.
CONSUMER ELECTRONICS Vivid, contrasting color
MAGAZINE, ASSOCIATION/ highlights a digital-device
NONPROFIT cityscape that is bold
and attention-getting.
XCELL JOURNAL, TRADE Simple, graphic, powerful
imagery--with an eerie edge
--succeds in pulling the
reader in.
CONTEXT, CONSUMER Use of digital imagery is
bold and unexpected. The
integration of the artwork
and the text is dynamic.
BEST USE OF TYPOGRAPHY
IN A FEATURE
TITLE/CATEGORY JUDGES' COMMENTS
TRUCKING, TRADE Good use of text will draw
the readers into this
article and keep them
reading.
INDEPENDENT SCHOOL, Understated typography
ASSOCIATION/NONPROFIT with very careful placement,
spacing and emphasis on the
words help tell the story.
CONTEXT, CONSUMER Bold, consistent and
playful. Nice use of
positive, negative space.
BEST SUPPLEMENT, ANNUAL
OR ONE-SHOT
TITLE/CATEGORY JUDGES' COMMENTS
ARIZONA BILTMORE MAGAZINE, The publication has a strong
CUSTOM and consistent use of design
elements, color and fonts.
MONTPELIER MAGAZINE, This commemorative issue
ASSOCIATION/NONPROFIT exemplifies classcial design
at its best. Eye-catching,
historic images grace every
page.
COMPUTERWORLD, TRADE Beginning with the
strong, clean typography
through the smart
direction, this
supplement is cohesive
and engaging.
ARCHITECTURE LAS VEGAS, Clean, smart, fresh,
CONSUMER modern design full of
pertinent, useful
information that I'd
personally hang on to
for future reference.
BEST TABLE OF CONTENTS
TITLE/CATEGORY JUDGES' COMMENTS
PANORAMA, CUSTOM An effective use of mini
story openers with clear
page numbering gives a
quick overview of the
main features in this
issue.
12: LIFE IN RECOVERY, Sensitive use of color
ASSOCIATION/NONPROFIT combine with straight-
forward presentation to
create a clear roadmap of
the issue for the reader.
I.D. MAGAZINE, TRADE Captivating and clever,
the simplicity of this
well-executed concept
featuring classic toys
works exceptionally well.
ONE (*), CONSUMER The table of contents is
clean and fun-introducing
a lot of information
without becoming
overwhelming.
BEST REDESIGN
TITLE/CATEGORY JUDGES' COMMENTS
UK & USA, CUSTOM Very clean, smart design.
New paper helps
readability--great use of
white space.
DARTMOUTH ALUMNI, A vast improvement from
ASSOCIATION/NONPROFIT an austere one-
dimensional cover to
rich, full bleed, four-
color with impressive
bold type.
VM SD, VISUAL Very sophisticated--yet
MERCHANDISING STORE remains reader friendly.
DESIGN, TRADE UNDER 35K There is a design thesis
that runs consistently
through the issue and is
a very successful leap
from the original in
format and art direction.
VAR BUSINESS, TRADE OVER Terrific looking--smart,
35K innovative without being
overwrought. Well
organized content in high
style.
FOREIGN POLICY, CONSUMER A handsome, inviting and
UNDER 100K overall engaging design.
The new look is a master
of understatement.
ASIAWEEK (*), CONSUMER Newsy and rich. Lively
OVER 100K and cool. Time and
Newsweek--eat your hearts
out.
BEST DESIGN, NEW MAGAZINE
TITLE/CATEGORY JUDGES' COMMENTS
DESIGN INDABA MAGAZINE, Smooth as honey, hard as
CUSTOM nails, light on gimmicks
and beautifully modern.
South Africa makes us sit
up and take notice with
this ultra-hip, eye-
popping addition to the
ranks of design
magazines.
MX, TRADE UNDER 35K Colorful, professional,
well-integrated.
LINE 56, TRADE OVER 35K Colorful design elements
make the mundane
department pages
interesting.
DWELL, CONSUMER UNDER Dwell has got a real nice
100K edge. Beautiful
photography, well-
considered use of white
space, and a consistent
identity.
ECOMPANY NOW (**), In a market glutted with
CONSUMER OVER 100K magazines on this topic,
eCompany stands out. It
provides practical
business information, yet
graphically it includes a
sharp little "kick-in-the
-pants."
BEST SITE DESIGN
TITLE/CATEGORY JUDGES' COMMENTS
CATALYST, CUSTOM Offers a plethora of
information organized in
a creative and compelling
fashion. The site design
is consistent and fresh.
HEALTHLEADERS, TRADE Handsome, well-organized
site that is
straightforward to
navigate--despite a broad
audience and complicated
content.
SKY MAGAZINE, CONSUMER Site allows the user to
move at a reasonable pace
rather than have
everything presented at
once.
BEST OVERALL DESIGN
TITLE/CATEGORY JUDGES' COMMENTS
SWISSAIR GAZETTE, CUSTOM Layered elements are
beautiful, but type is
still legible and clean.
Good creative photo
editing and photography.
TECHNOLOGY REVIEW, I was very impressed by
ASSOCIATION/NONPROFIT the smart use of
commissioned photos and
illustrations. Covers are
boldly conceptual. The
magazine as a whole is
very thoughtfully
designed.
STREAMING MEDIA MAGAZINE, Streaming Media Magazine
TRADE UNDER 35K takes an internet-related
topic and transfers it to
print with a fresh,
energetic, and clean
design. A few visual
surprises and a nice
attention to detail make
you really want to read
it.
ARCHITECTURAL RECORD, The design of the
TRADE OVER 35K magazine neither overwhelms
nor attacks the eyes;
rather, it charms and
soothes the reader into
a naturally comfortable
rhythm.
NERVE, CONSUMER UNDER Creates a new context in
100K which to view a complex
subject matter. It's
playful and bold, yet
keeps a consistent
identity.
REAL SIMPLE, CONSUMER Bold yet delicate,
OVER 100K graphic yet inviting,
Real Simple has created
its own visual language
that invites the reader
into its pages with clear
navigation, vivid
photography and an
abundance of refreshing
white space.
(*)Magazine has since folded.
(**)Has since absorbed Business 2.0 and taken its name.
19TH ANNUAL CIRCULATION DIRECT MARKETING AWARDS
Recognizing circulation professionals and their creative teams for their
ingenuity and success in finding better ways to attract and keep
subscribers.
BUSINESS-TO-BUSINESS MAGAZINES
CATEGORY TITLE/PUBLISHER/TEAM
NEW BUSINESS SUBSCRIPTION
PROMOTION - DIRECT MAIL
PAID Automotive News, CRAIN
CIRCULATION COMMUNICATIONS, John
Fitzgerald, Circulation
Director.
CONTROLLED eWeek, ZIFF DAVIS MEDIA,
CIRCULATION Larry Duran, Creative
Director; Michelle Flaum,
Copywriter; Jacqueline
Ho, Designer.
RENEWAL/REQUALIFICATION
SERIES OR SINGLE EFFORT
PAID PR Week, HAYMARKET MEDIA,
CIRCULATION Denise Robbins, Circulation
Director; John Figurski, Art
Director; Louise Morrin,
Production Director; Julie
Moore, Former Publisher.
CONTROLLED Power Magazine, THE MCGRAW-
CIRCULATION HILL COMPANIES, John Wengler,
Group Circulation Director;
Loretta Applegate, Circulation
Manager; Linda Maher, Andelaine
McGrath, Graphic Imagery; and
Joel Lucks and Nancy Miller
of Lazarus Marketing.
CATEGORY JUDGES' COMMENTS
NEW BUSINESS SUBSCRIPTION
PROMOTION - DIRECT MAIL
PAID Simply put, there's a lot
CIRCULATION that's done right with this
package. The stuffer shows
a substantial amount of value,
and the promotion takes a risk
in asking for demographics.
The privacy statement is a
bold move, while the "Offer
Not Available to the Public"
raises the reader's interest.
The statement of benefits
lists a lot of value for your
money and the package is
laid out in a way that high-
lights that value.
CONTROLLED A very professional package--
CIRCULATION it gives the impression that
this is important for you to
open. The URL is very clear,
succinct and easy to remember.
The letter is easy to remove,
which is critical for a snap
pack.
RENEWAL/REQUALIFICATION
SERIES OR SINGLE EFFORT
PAID This package is the definition
CIRCULATION of direct--if a professor were
teaching a direct marketing
class, he or she would use
this campaign. Risky, clever
and powerful, this campaign
uses simple, strong language.
to get across a straight-
forward message to public
relations professionals.
CONTROLLED This renewal series is an
CIRCULATION example of excellent planning
and implementation. By starting
early and using tip-ons aggres-
sively, it maximized response
before turning to the more
expensive fax, direct mail and
telephon efforts. The tips-ons
are strong and eye-catching; the
fax and e-mail alsoget their
messages across. And you can't
argue with the results: The
requal of almost 71 percent is
good in anyone's book.
CONSUMER MAGAZINES
CATEGORY TITLE/PUBLISHER/TEAM
NEW BUSINESS PROMOTION-
DIRECT MAIL.
MORE THAN ONE Playboy, PLAYBOY ENTERPRISES,
MILLION CIRCULATION Phyllis Rotunno, Vice President
Subscription Circulation; Erin
O'Mara, Promotion Director; Jim
Emmerich, Freelance Creative
Director; Barbara DeMaria,
Production Director.
CIRCULATION BETWEEN Expedia Travels (*), ZIFF DAVIS
400,000 AND 999,999 MEDIA, Larry Duran, Creative
Director; Rhonda Buckley, Art
Director.
CIRCULATION UP New Jersey Monthly,
TO 399,999 NEW JERSEY MONTHLY,
Donald Seckler,
Circulation Director.
RENEWAL SERIES OR Playboy, PLAYBOY ENTERPRISES,
SINGLE EFFORT Phyllis Rotunno, Vice President
Subscription Circulation,
Erin O'Mara, Promotion
Director; Luis Maurentt,
Assistant Promotion
Manager; Jim Emmerich,
Freelance Creative
Director; Barbara De Maria,
Production Director.
ALTERNATIVE SOURCES Men's Health, RODALE, INC.
PROMOTIONS Lori Magilton, Creative
Director; Jodi Quick,
Copywriter; Mark Van Tine,
Designer; Vicki Miller,
Marketing.
GIFT SUBSCRIPTIONS Prevention, RODALE, INC.,
AND/OR RENEWALS Laura Herzog Kaplus,
Creative Director;
Michelle Madenford,
Consumer Marketing
Manager; Linda Rutenbar,
Creative Project Manager;
Jodi Quick, Copywriter;
and Mark Van Tine,
Designer.
INTERNET MARKETING Men's Health, RODALE,
INC., Lori Magilton,
Creative Director; Jodi
Quick, Copywriter; Beth
Musselman, Designer.
CATEGORY JUDGES' COMMENTS
NEW BUSINESS PROMOTION-
DIRECT MAIL.
MORE THAN ONE The clean design, effective
MILLION CIRCULATION use of the tagline "We're taking
it off for you!" and the one
hologram to highlight the dollar-
an-issue offer combined to
exceed the magazine's budget in
direct mail by 56 percent.
CIRCULATION BETWEEN While attempting to grow cir-
400,000 AND 999,999 culation as much as possible,
the goal was to maintain a
demographic of young, affluent,
Internet-savvy travelers. And
this travel theme package did
the job with creative that
included a faux airline ticket
and a travel voucher package.
CIRCULATION UP Three techniques were
TO 399,999 used to try to improve
on an already successful
control package. The
copy was personalized by
including the prospect's
name; and the four best-
selling newsstand covers
on the letter were use to
show the title's coverlines;
and a reply-by date was
included. The results speak
for themselves: The campaign
increased payup 81 percent,
and got cash with 71
percent of the orders.
RENEWAL SERIES OR The goal of this package
SINGLE EFFORT was to significantly
increase renewals--and it
did just that. By using
the unique assets the
Playboy brand has to offer,
including a letter from
Hugh Hefner, the new
renewal series increased
the overall renewal rate
by more than 10 percent,
and increased cash with
order by more than
50 percent.
ALTERNATIVE SOURCES In order to try to beat
PROMOTIONS its own long-standing
"abs-focused" standard,
the Rodale creative team
wanted to create a "grind-
off" that was edgy, sexy and
eye-catching. The results
speak for themselves: The
card was the second biggest
response generator in Men's
Health's history, and
provided an 86 percent net
lift on subscriber copies
and a 50 percent lift
on the newsstand.
GIFT SUBSCRIPTIONS This two-for-one gift
AND/OR RENEWALS onsert represents a new
approach for Prevention.
The non-sweeps onsert
had comparable or higher
gross response than the
old sweepstakes-driven
onsert, and was subst-
antially cheaper to
print. But the most
surprising thing about
this offer may be the
93 percent payup; the
offer also brought in
4,800 gross subscript-
ions, 98 percent of
which were credit-
card orders.
INTERNET MARKETING The "satisfy her" banner
uses pink and yellow type
against a mostly black,
white and red Web site,
creating very effective
copy. The goal was to get
clicks, and this banner
did its job: its 6.13
percent click-rate is
about six times the
industry standard.
(*)Magazine has since folded.
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