Co-Winner: Advanstar Communications, Drug Topics eNews
A 150-year-old trade brand (started in 1857) does not miss a beat in the 21st century in its embrace of the Web, print and the in-box for its community of health systems pharmacists. The eNews weekly hits its audience with the latest news and links to the best features at the Web site. Provocative and informative headlines like “That prescription looks forged: What now?” not only pull the professional in but remind them on a weekly basis that the Drug Topics brand is focused on news as well as everyday problem solving.
The eNews vehicle becomes a lifeline for its audience, as it alerts users to new drug advisories and warnings and points them to the latest best practices in the field. A generous paragraph of text gives news scanners enough information to keep apprised about the details of the latest items, and bylines on all eNews items help the longtime Drug Topics reader follow the editors and columnists they have relied on for years. Drug Topics uses the weekly message to stay in touch with the readership and make the news digestible during a busy day.
Co-Winner: BudgetTravel.com
BudgetTravel readers are always looking for up-to-the-minute bargains and just-in-time travel tips, so this twice-weekly e-letter from the travel brand is attuned to the rhythms of the 750,000 e-newsletter subscribers.  But the BudgetTravel e-letters really are an interactive Web site in your in-box. The two-column design features a lush graphic of an enticing destination atop a cluster of headlines that almost always includes the enormously popular Real Deals listing of current travel discounts. “This Just In” brings the online blog into the in-box with the latest items from the ongoing Web conversations. The most popular recent articles are surfaced for users as are the comments from other users who chronicle their own travels.
At every point, the BudgetTravel e-newsletter goes beyond headlines and links. It invites readers to engage the brand in user-photo postings, polls, article responses, etc. The newsletters bring not only content but also other people into the twice-weekly message. BudgetTravel has an understanding and appreciation for the e-mail platform as a person-to-person device, and it builds this sensibility into a publication that feels like a message from a friend.
Honorable Mentions
About.com – About.com Newsletter: From its teeming community of users, topic “guides” and content categories, About.com delivers a daily dose of community to in-boxes every day.
Beauty Industry Report – Beauty Industry Report: BIR’s e-letter has become an indispensible resource for manufacturers and marketers, distributors and salon owners.
FierceWireless – The Daily Wireless Industry Monitor: This comprehensive look at wireless developments is expertly designed to let busy professionals digest content-rich headlines at a glance and quickly drill down to necessary details.
Steel Business Briefing – SBB Daily Briefing: To 78,000 readers, SBB Daily delivers a brief that keeps things lean for quick review on all devices and yet keeps the headlines pithy and the design sense strong.
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