Awards co-presenter Bonnie Fuller
TechWeb's Internet Evolution team (photos by Yumiko Tsukada)
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Winner: Penton Media for The Big Fat Marketing Blog
This aptly named publishing platform for Penton has supped liberally, licentiously on the blog concept until it expanded into a network of blogs and commentary. Fat? Maybe. But still lithe. The Big Fat Marketing Blog (TBFMB) collects audiences from Chief Marketer, Direct, Promo and Multichannel Merchant and throws at them 15 of Penton’s best writers who take blogging to a new level of reporting and opinion for business information. Penton retains the loose spirit of the blog by letting each of the writers establish his or her own voice and format. Some get snarky and flip, while others do straight reporting and considered opinion. Some of the blogs in the network are produced by singular voices and others reflect the varied input from a title’s full staff. Penton creates on this page a smorgasbord of news and views that reflects the opinionated and lively spirit of the marketers who pour in by the thousands. Within months of its October 2008 launch TBFMB already accounted for over 5% of page views to Chief Marketer. In concept and design the site represents an important innovation in blog publishing in that it aggregates and centralizes the content and audience from across vertical titles. The cross-blog navigation lets users find the people and topics that most interest them but also exposes the reader to a range of ideas they may have missed in the narrow silo of a single blog. Stylish, fun and informative, TBFMB wears its weight well.
Honorable Mentions:
Managing Automation for The Edge Blog, ManagingAutomation.com: With a rotating schedule of editors contributing to this team blog on manufacturing automation, The Edge helped the industry loosen the bolts a little bit with more direct opinion that activated the community into online participation.
The Rosen Group for AppScout: This ongoing critical review of software, sites and online services brings PCMag’s real critical chops to bear on the tools that small business need on a day-to-day basis. It finds a comfortable medium between expert evaluation and peer-to-peer advice.
TechWeb for Internet Evolution: More than a blog, this assemblage of some of the leading minds in the digital revolution is a think tank, a seminar, a high level intellectual retreat. Where most blogs trade in opinion, this one offers ideas.
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