In one of the most ambitious journalistic endeavors in recent years, Time Inc. committed a year to covering the effects of a changing economy on a single distressed city, Detroit. It marshaled remarkable resources on the ground, with a team of writers, editors and cameramen (even the purchase of a Detroit home) focused on relaying .jpg) the story of people in the Motor City dealing with the double-whammy of a declining U.S. auto industry and the worst recession since the Depression.
The online video series at CNNMoney put faces and voices behind that coverage. Anchored by Poppy Harlow, the Assignment Detroit series crafted unique narratives. A “How to Save Detroit” segment went directly to residents for ideas. An interview with celebrity rocker Kid Rock helped cast a net for a wider audience via his reflections on the plight of his hometown. And the enterprising nature of the journalism was reflected in the follow-ups.
A dismal vision of unclaimed bodies at the local morgue was picked up in a later report on the founding of a nonprofit to help pay for burials that Detroit families could not afford. The CNNMoney series was a testament to the value of enterprise journalism and the ways in which a publisher can leverage that investment across platforms.
Honorable Mentions:
Allure.com - Allure Backstage: The Look Of: With exclusive looks into some of the top beauty and fashion houses in the world, Allure brought readers inside Versace, Chanel, Prada and others to draw a fifth of their Allure.com traffic to this popular and novel video series that demonstrated the unique power of magazine access.
Automotive News/Crain Communications – Industry in Turmoil: In short video newscasts every afternoon, Automotive News TV uses interviews with auto industry executives, compelling historical footage of U.S. Auto’s storied past and a 360-degree view of the National Automobile Dealers Association Convention in January 2009 to create a remarkable perspective on a tradition fighting for its life.
Bonnier Corp. – Field & Stream Heroes of Conservation: This celebration of grassroots conservationism profiled six finalists in Field & Stream’s Heroes awards for a 13-part series. The videos effectively tied the finalists to the readers through the common thread of hunting and fishing and then expanded into demonstrations of how that passion informed their eco-positive works. The series even helped accelerate funding of the highlighted projects.
Concierge.com – Insider Reviews video series: Concierge went “gonzo” in a series of personal and quirky video reviews of hotels around the world via journalist Cathay Che. The final product used clever pop-up info bubbles and a UGC feel as a compelling counterpoint to the overproduced travelogues that make every place look alike.
Glamour.com – 20 Outfit Ideas From America’s Most Stylish People: Glamour cut against the grain of typical Fashion Week coverage by turning the event into an occasion for fashions tips and practical advice rather than more runway porn. The program garnered over 48,000 new site registrants.
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