2009 Editorial & Design Awards: Special Section/Microsite
Winner: Martha Stewart Living Omnimedia Inc., 60 Days of Summer
Literally jumping off of the pages of Everyday Food magazine, a cover story turned into a multi-platform extravaganza that served readers, the magazine brand and advertisers brilliantly. Taking summer as its topic, the Web site was an homage and guide to getting the most out of every one of the 60 days of the summer season. It offered daily recipes, road trip ideas, a full calendar of day-by-day tips, craft projects for bored kids (and parents) and engaging quizzes. The design even felt summery—open, sun-drenched, with dollops of fun.
The genius of the plan was that it took time itself as a theme and helped readers ponder how they are spending (or wasting) time that could and should be spent relaxing and reconnecting. In the midst of a punishing recession during which many of us took that vacation downtime even more seriously, the 60 Days of Summer was perfectly timed as a guide to making this season matter. MSLO was rewarded handsomely for dovetailing its editorial vision so well with audience needs. The site, which launched in late June, generated almost 22 million page views and 34 page views per visit. A dedicated newsletter had 48,000 subscribers and an astonishing open rate of 40%. With 60 Days of Summer, MSLO successfully tapped readers’ needs and responded to the cultural zeitgeist.
Learn more about this winner.
Honorable Mentions
Library Journal – America’s Star Libraries: The LJ Index of Public Library Service: An unprecedented online and print project covering 7,000 public libraries not only ranked library service but highlighted and advanced best practices and smart ideas for the industry.
TechWeb/Internet Evolution – Internet Evolution Video Tutorials: These concise video tutorials on implementing key IT technologies open up a new level of interactivity, allowing users to post questions to tutors, find specific sections of content and download additional materials all in sync with the presentation. This is a new age of video.
Tech Target/SearchDataCenter.com – A Step-by-Step Guide to Greening the Data Center: The critical issue of data center power use is distilled into a user-friendly and highly practical e-book that uses graphics and layout that encourages the book to be used on screen and shared with colleagues.
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