Co-Winner: Entertainment Weekly, PopWatch
PopWatch’s two-dozen daily posts encompass the range of critical voices and the critical perspectives the brand brings to the entertainment world. This is a blog that has evolved into a publishing entity in itself, with franchises like “Things That Make Me Die Inside” and “Inappropriate Crushes.” Its commentary elicits hundreds of reader responses and active conversations online.
Readers share their own PopWatch agendas in the highly interactive “Nightstand Inspection” feature. Its tremendous embrace of diverse topics gives the site remarkable reach into many audiences, and it makes the core EW brand the go-to place for all things popular culture. It has the polish of a formal magazine with all the intimacy of modern blogging.
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Co-Winner: TechWeb/Internet Evolution, ThinkerNet
It is hard to go wrong with a blog that features one of the inventors of the Internet (Vinton G. Cerf), the founder of Craigslist (Craig Newmark), one of the most acclaimed online activists (Cory Doctorow) and one of its notorious provocateurs (Andrew Keen). And that is just the top of the roster at TechWeb’s staggeringly smart think tank of digital visionaries.
What started as an experiment in b2b publishing has blossomed into one of the most successful labs for Web 2.0/3.0 editorial concepts. ThinkerNet’s high-level bloggers contemplate the implications of technology on everything from transportation to government, culture to advertising. Even on a bad day this coalition of thinkers casts off ideas and memes that resonate throughout the Internet and the offline press. When David Silverstein did the math on YouTube this year, he discovered that Google was losing $1.65 million a day on the venture. When Andrew Keen tackled Twitter, he mused on its importance as a milestone of the “Attention Economy.” These ideas soon became global talking points about digital change. With 65,000 monthly uniques, Internet Evolution and its flagship blog have demonstrated that b2b publishing remains vital online and critical to informed business discourse.
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Honorable Mentions
About.com – The Calorie Count Blog: Calorie Count has become a genuine community of foodies who not only monitor their own diets here but trade stories and support.
BudgetTravel – This Just In: Getting beyond the latest travel deal, This Just In provides the traveler with essential daily information about safety overseas and the trends in hot locations.
Dwell – Dwell.com: With 68,000 page views daily, Dwell’s blog has become the hub of its online activity and the place where editors opine on architecture, sustainability and culture.
Harvard Business Publishing – Edge Economy: Umair Haque gives us big thoughts on the economy in short bursts, making his blog a Red Bull-like dose of clarity.
Haymarket Media, McKnight’s Long Term Care – The Editors’ Blog: In a content category like healthcare, the editors know the audience often needs to lighten up. This Editors’ Blog always surprises as much as it informs with a range of explanatory posts, ruminations and whimsy.
Martha Stewart Living Omnimedia Inc. – The Martha Blog: Who’s coming to dinner at chez Martha? What did the sunset look like at her farm? Who said what at the cocktail party last night? And, oh, yes, where is the best place to lunch in New Bedford? It’s Martha’s world. We just tune in to watch.
Time.com – Tuned In: Reading James Poniewozik’s morning-after posts on what he saw last night is like watching TV with the smartest and funniest kid on the block.
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