Judging business news content

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.