Allen Wastler, the managing editor of CNBC.com, writes about what it’s like to be a judge for the Neal Awards, which goes to business-to-business publications.
Wastler writes, “Yes, the subjects can be pretty esoteric … antifreeze colors and museum lighting, for example … but you still get some damn fine journalistic work.
“So there I was reading multimedia entries from outfits in the “less than $3 million in revenue” category. One plucky little independent magazine had a fun package that included an online video … done with a handheld and fairly amateur … but a nice try at integration. Bravo.
“I move onto the next magazine’s submission. It, too, had an online video. But this one was edited with beauty shots, infographics, voiceovers … all the production values of a professional news package. Wow.
“Then I looked at the production credits and magazine’s ownership. Turns out this magazine, while indeed turning less than $3 million in revenue by itself, is part of a well-known media conglomerate. The video was apparently produced by a corporate production department that serves all the magazines in the conglomerate.”
OLD Media Moves
Judging business news content
January 20, 2011
Allen Wastler, the managing editor of CNBC.com, writes about what it’s like to be a judge for the Neal Awards, which goes to business-to-business publications.
Wastler writes, “Yes, the subjects can be pretty esoteric … antifreeze colors and museum lighting, for example … but you still get some damn fine journalistic work.
“So there I was reading multimedia entries from outfits in the “less than $3 million in revenue” category. One plucky little independent magazine had a fun package that included an online video … done with a handheld and fairly amateur … but a nice try at integration. Bravo.
“I move onto the next magazine’s submission. It, too, had an online video. But this one was edited with beauty shots, infographics, voiceovers … all the production values of a professional news package. Wow.
“Then I looked at the production credits and magazine’s ownership. Turns out this magazine, while indeed turning less than $3 million in revenue by itself, is part of a well-known media conglomerate. The video was apparently produced by a corporate production department that serves all the magazines in the conglomerate.”
Read more here.
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