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.
“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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