Winner: Fitness Magazine, ‘Bikini Body’
A standard how-to feature takes readers through the steps. A truly great how-to inspires the reader to take that first step. Fitness magazine’s take on getting fit for summer was a package that was both motivating and useful. In its hugely popular “You Can Do It! Challenge,” the Bikini Body Workout was set appropriately at the beach, and every image not only conveyed the necessary information about an exercise move, but also embodied the fun of the ultimate goal—playing in the sand.
For workout fans, the absence of expensive or special equipment was an added draw. The routines were designed for Fitness by an accomplished core fitness expert. The entire feature was designed as a foldout poster that users could pull from the pages and actually use. And according to the reader response, this simple, inspiring approach really did the trick. Fitness readers sent emails and even Twitter notes praising the feature and results it gave them. The story was supplemented with online tools for tracking progress and a forum with expert advisers. Instructional material with a motivating style and surround sound support—that is how to do how-to.
Learn more about this winner.
Honorable Mentions
Every Day With Rachael Ray – “No Recipe Zone, Meatball Subs”: Simplicity is the key ingredient to this regular how-to column from Every Day that shows readers they don’t need a recipe—they don’t even need much of a plan—if they follow these look-and-cook illustrations.
Hearst Magazines/Food Network Magazine – “Try This at Home Pasta”: This regular column tries to cut big food projects down to size (like homemade pasta) so readers will actually do rather than aspire to do. How-to photos are deftly mixed with images portraying the fun of a foodie mission.
Parenting Magazine – “Diagnosis: Emergency”: This indispensable guide for parents on how to find the best possible care for their children in a medical emergency used original research about emergency care in the U.S. to both inform and instruct on the most critical subject imaginable.
SELF Magazine – Create Your Happy Life List: The list of all lists—how to make your life happy. SELF’s innovative take on the personal list motivates readers to rethink their lives and chart a path toward deeper fulfillment.
InStyle Magazine – “Best Summer Ever” (July 2009): From beating frizzy hair to packing for the beach (the right way), InStyle’s 80 tips for a better summer were imaginative and truly helpful.
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