min’s 2011 Editorial & Design Awards: Most Improved Publication


Most Improved Publication (Editorial Print)

  • Direct Marketing News: Haymarket Media (b2b winner)
  • Triathlete Magazine: Competitor Group (consumer winner)

Direct Marketing News: Haymarket Media (b2b winner)

Sometimes a few tweaks can get the job done. Other times, a publication demands a complete overhaul. Direct Marketing News fell squarely into the latter category a little more than a year ago. It endured numerous changes in name, logo, design, magazine size, frequency–from twice-monthly to monthly distribution– and even editorial direction.

“We wanted to more clearly define the mission of the publication, serving digital and direct marketers, not simply a magazine on direct mail,” says Joanna Harp, VP/publisher of Direct Marketing News.

The publication also broke free from its traditional structure and now uses digital channels for breaking news and reserving print for longer-form features and analysis. The result? A 100% first-year qualified direct-subscriber base.

Triathlete Magazine: Competitor Group (consumer)

The Competitor Group went straight to Triathlete readers and asked them what they wanted to see in the new iteration of the magazine. The oft-repeated response? That it embrace triathletes of all abilities and backgrounds, including beginners.

Ready at the starting gate with this new editorial mandate, Triathlete now includes more expansive content–divided into the new sections “Swim,” “Bike” and “Run”–that’s showcased with new logo and fonts, and higher quality photography and design.

“Mostly, we wanted to re-create the magazine so it could better serve as a virtual community for triathletes–a monthly ‘meeting place’ where our readers could relate, learn and be inspired,” says editor-in-chief Julia Beeson Pollerno. “The new editorial voice is much more approachable.”

Honorable Mentions:

  • Prevention: May 2011 Issue: Prevention Magazine
  • Shape magazine – May Issue: American Media, Inc.
  • SI Review: Staffing Industry Analysts

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