Categories

News Brands

1

Best Brand Awareness Campaign

Campaigns used to enhance and shape the media company's brand or image across media platforms.

Tips

Best Brand Awareness Campaign


What judges look for:

Strong creative across media tend to stand out in this category, yet a critical tie-breaker will be concrete research pre- and post-campaign. Single-medium campaigns are eligible, yet judges tend to look at execution across media platforms.


Typical media:

Television, radio, newspaper, direct mail, Web, outdoor.

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2

Best Public Relations or Community Service Campaign

Public relations, sponsorship, community service events, fundraisers, literacy programmes, volunteerism initiatives, and corporate social responsibility campaigns presented by the news media company for the benefit of the company or community.

Tips

Best Public Relations or Community Service Campaign


What judges look for:

Campaign's effectiveness versus objectives, its merit, and its marketing will be crucial.


Typical media:

Printed materials, newspaper, direct mail, video.

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3

Best Use of an Event to Build a News Brand

The creative selection and execution of an event tied to and enhancing a news brand or key segments of a news brand and/or generating revenue. This can be an in-person or virtual event.

Tips

Best Use of an Event to Build a News Brand


What judges look for:

How to communicate to judges the totality of the event, the creativity behind the event, how the event connected to objectives, and how the event built on the news brand. A big bonus in judges' eyes: how the event generated profitability. If you are submitting a virtual event, consider including how you mobilised your audience to join, how it kept engaged with your proposal over time, and which interaction features were most successful.


Typical media:

Because of the complexity of communication, suggest bringing all visuals and media together in a PDF overview of the event.

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4

Best Idea to Encourage Reader Engagement

Encouragement of the use of or engagement with a media company's Web site, mobile site, tablet, apps, newsletters, text alert service, video, rich media, social network, print products, or the marketing or onboarding of features related to these assets. This can include encouraging usage or engagement with stories, sections, journalists, or other components.

Tips

Best Idea to Encourage Reader Engagement


What judges look for:

Results, concept, and creativity are on equal footing as open rates, click throughs, page impressions, time spent, bounce rate, frequency, and percentage of page read. Overall customer satisfaction that can be measured over time.


Typical media:

E-mail, Web site alerts, app messaging, newspaper, outdoor, television, radio, direct mail, mobile.

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Media Platforms

5

Best Use of Print

Print is a vibrant platform that conveys emotion for readers and advertisers. This category rewards the creative use of print newspapers, magazines, supplements, or niche products for editorial or advertising purposes.

Tips

Best Use of Print


What judges look for:

Outside-the-box creativity in print as well as any tangible results from the use of print such as: a) consumer uptake (metric: sales), profit margin, content engagement/response (from embedded calls to action); or b) contribution to sales uplift (measurable as percentage for client) generated from the print vehicle, value of publicity generated, consumer engagement levels from other embedded calls to action. Bonus if extension of/integrated with one or more non-print platform/channel such as digital, video, television.


Typical media:

Visuals of the print product and what makes them unique and different as an editorial, commercial, or branded content product.

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6

Best Use of Video

Creative use of video in a digital environment that improves the customer experience and engagement with the news brand. The video initiative may have appeared on social media platforms, digital platforms of media companies, or any other platform.

Tips

Best Use of Video


What judges look for:

Show how video supports your news brand, while explaining concrete, achieved results. Your video initiative may refer to a product, a story, or a marketing campaign. The combination of creativity, visual storytelling, and viral impact in your community will be specially rewarded.


Typical media:

Digital environment includes social platforms, Web, mobile. Please provide a link to your video initiative (i.e., YouTube) for more convenient judging reviews.

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7

Best Use of Audio

Creative use of audio in a digital environment that engages customers such as podcasts via the brand's Web site, smart speakers, or similar digital platforms. This traditionally would be an editorial product, yet could also be for marketing or advertising purposes.

Tips

Best Use of Audio


What judges look for:

Show how audio supports your news brand, while explaining concrete, achieved results. Your audio initiative may refer to a product, a story, or a marketing campaign. The combination of creativity, audio storytelling, and deep engagement in your community will be specially rewarded.


Typical media:

Digital environment includes Web, mobile, smart speakers, social platforms. Please provide a link to your audio initiative for more convenient judging reviews.

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8

Best Use of Social Media

Creative use of social media platforms such as Facebook, Twitter, Instagram, LinkedIn, Snapchat, Pinterest, Tik Tok, or YouTube to meaningfully engage, tell stories, and/or grow your news brand's presence.

Tips

Best Use of Social Media


What judges look for:

Creative and authentic use of a social platform to drive measurable results for your news brand. How to take advantage of the peculiar nature of each platform, its style, its voice, and its audience.


Typical media:

Screen captures of platform usage or direct links to your platform initiative.


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Subscriptions

9

Best Initiative to Register Users

Best practices to encourage a user to register for your Web site, how to get non-subscriber users to log in, creative ways to engage and add value for non-subscriber users, and how to get users to provide first-party data to enrich their profile are the focuses of this category.

Tips

Best Initiative to Register Users


What judges look for:

Creative approaches and results in gaining new registered users are central to this category. Once you have a user, what unique enticements or incentives do you have in place to encourage their continued log-ins? What processes do you have in place to get that non-subscriber user to provide first-party data? What data do you ask for, and how to you acquire it? What is your offer for the data exchange?


Typical media:

E-mail, Web or mobile alerts, social media.

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10

Best Initiative to Acquire Subscribers

Activities to acquire paid subscribers of a news brand or product. Special emphasis is on new concepts introduced to existing subscription initiatives or new subscription initiatives with creative twists to acquire new subscribers.

Tips

Best Initiative to Acquire Subscribers


What judges look for:

Creative approaches and results in acquiring paid subscribers is the focus of this category. This can include clever ways to gain subscriptions for paywalls, paid apps, or cross-platform packages. Initiatives could include marketing campaigns that drive sales or new packs, paywalls, pricing, and access models.


Typical media:

Direct mail, e-mail, television, Web, mobile, outdoor, newspaper, print.

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11

Best Initiative to Retain Subscribers

Activities to retain paid subscribers of a news brand or product. Special emphasis is on new concepts introduced to existing subscription initiatives or new subscription initiatives with creative twists to retain subscribers and reduce churn.

Tips

Best Initiative to Retain Subscribers


What judges look for:

Creative approaches and results in retaining paid subscribers is the focus of this category. This can include clever ways to retain subscriptions for paywalls, paid apps, or cross-platform packages. Initiatives could include editorial and/or marketing campaigns to keep your subscribers frequently coming back to your subscription offerings, as well as recommendations and details of your churn-averting strategy.


Typical media:

Direct mail, e-mail, television, Web, mobile, outdoor, newspaper, print.

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12

Best Subscription Niche Product

Once you have a subscriber, how do you keep them engaged, loyal, and/or potentially buying more? In this category, share creative niche products for subscribers such as newsletters, clubs, lecture series, and other subscriber niche products that engage or upsell.

Tips

Best Subscription Niche Product


What judges look for:

Judges are looking for the creativity behind the niche product idea, the execution, and ultimately results that show subscriber engagement or revenue.


Typical media:

Share imagery or links to the products or services, as well as marketing material.

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Business Development

13

Best Idea to Grow Advertising Sales

Innovative, impactful, and creative activities used to support the sales or retention of advertising customers across platforms: digital, mobile, print, social, marketing services, and more. This category focuses on how media companies acquire or retain advertising.

Tips

Best Idea to Grow Advertising Sales


What judges look for:

Judges are looking for bottom-line results by advertising customers. While great creative is important, often it’s the smart strategy behind it backed by research and analytics. Single-medium or multi-media campaigns can succeed.

Typical media:

Mobile, digital display, social PPC, e-mail, radio, TV, newspaper, direct mail, e-mail, outdoor, rack cards, posters.

Examples:

Print advertisements, digital advertisements, advertiser reward programmes, special advertiser events, advertiser promotions and incentives, planning calendars and brochures, trade journal advertising, media packets, advertising sales presentations, research findings, and more.

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14

Best Execution of Native Advertising

Seeking the most creative and effective use of native advertising, branded content, or sponsored content in a media company’s platform. Digital campaigns should match the form and function of the user experience that drives and delivers against a core marketing objective.

Tips

Best Execution of Native Advertising


What judges look for:

Call it “native advertising,” “branded content,” “sponsored content,” or “advertorial,” this category seeks creative use of the genre in digital or print formats. Judges seek a rich visual and editorial experience with clear labelling and placement.


Typical media:

Web sites, mobile platforms, print newspapers along with supporting marketing platforms such as social media and e-mail.

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15

Best Digital Commerce Initiative

E-commerce and content-to-commerce initiatives that put media companies at the nexus of consumers and the transacting of goods and services is the focus of this category. Digital commerce initiatives cover a broad spectrum, ranging from transaction sites (e-commerce) to direct sales of product lines to content recommendations of products to content plays alongside transaction-oriented sales listings.

Tips

Best Digital Commerce Initiative


What we recommend:

This category comprises digital services and e-shop products, among others. You may also submit retailer products launched via your e-shop platform, preferably those you have launched in partnership with advertising customers. Strong advice: Keep an eye on digital commercial content which enables customers to purchase products in an easy, structured way, and with frictionless transactions.

What judges look for:

Practices on digital commerce will be judged according to product and services sales volume as well as creativity of the initiative. How did your initiative drive transactions directly or generate sales away from your site? Also the wide acceptance among your customers is a judging criteria, measured by number of products sold in year-on-year comparisons. You should also include samples of products and services overviews, recommendations and reviews which makes easier to your readers find what they are looking for. Also important to show: How your digital commerce activities adapted to your audiences needs.


Typical media:

Web sites, screen captures.

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16

Best Product and Tech Innovation

Innovative mobile or desktop apps, Web sites, and digital products as well as clever application of Augmented Reality (AR) and Virtual Reality (VR) are the main focuses of this category. Further product and tech solutions will be also considered. Special emphasis is on what makes the new app or digital technology or product unique and different, including the concept, the target audience, usability, or results.

Tips

Best Product and Tech Innovation


What judges look for:

Overall quality of the app or digital product or digital technology, the concept, and the execution. Bottom-line results, including engagement, will bolster the entry in the eyes of judges. This category is for new apps, products, and technologies as well as significantly updated apps, products, and technologies.


Typical media:

Screen shots or video of the app or digital product/technology will work, yet having direct access could prove a tie-breaker for judges.

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Data and Insights

17

Best Use of Data To Drive Subscriptions, Content, or Product Design

Smart ways to use data analytics to provide insights into subscription segmentation and sales, editorial content development, or digital product design are the main focuses of this consumer-oriented category. Entrants should show how data analytics led to a demonstrable business or communications outcome.

Tips

Best Use of Data To Drive Subscriptions, Content, or Product Design


What judges look for:

Judges are looking for smart uses of data on the audience side of the news business — whether subscription sales, content, or product design. For subscriptions, demonstrate how segmentation of subscriber and/or non-subscriber data patterns led to a consistent pattern of actions that led to sales. For content, demonstrate how data guided strategic choices for editorial decisions and perhaps was used in a journalistic venture. For product design, demonstrate how the data fueled the creation of a consumer product. In all cases, the key is the clever use of data.


Typical media:

PowerPoint presentations, screen captures, dashboards, signage, real-time visualisation tools, reports/research that point to results.

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18

Best Use of Data to Drive Advertising

Clever ways to use data analytics to provide insights for advertisers or support for a media brand's advertising sales efforts are the focuses of this category. Entrants should show how data analytics led to a demonstrable business or communications outcome.

Tips

Best Use of Data to Drive Advertising


What judges look for:

Judges are looking for smart applications of data analytics in the acquisition or retention of advertising. This might mean using data for the benefit of advertisers, or this might mean the use of data for smart segmentation that leads to advertising sales.


Typical media:

PowerPoint presentations, dashboards, signage, real-time visualisation tools, data books, printed materials, advertiser presentations, reports/research that point to results.

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19

Best Use of Data to Automate or Personalise

Next-generation uses of data analytics are focused on automation and personalisation. In this “umbrella” category covering both outcomes, entrants should show how human activities are automated through data or how consumer experiences are becoming more personalised through the Web, newsletters, alerts, recommendations, and more.

Tips

Best Use of Data to Automate or Personalise


What judges look for:

What do data automation and personalisation have in common? They are the next generation for data. Show judges examples of product automation or examples of how you are automating a human function. Explain which functions are deliberately automatised and which ones are kept in the staff hands (and why). Or, show judges of how you are using data to personalise a Web site experience or a newsletter or an alert on an app or Web site. Examples can be big or small, as the category is based on the idea and execution.


Typical media:

Screen captures, real-time visualisation tools, Web site links

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20

Best Data Dashboard

Dashboards are everywhere at media companies today — from big screens in newsrooms and advertising sales departments to mobile apps for journalists to customised CMS experiences. What makes your dashboard unique? How is it democratising access data? How is it being used at a high level?

Tips

Best Data Dashboard


What judges look for:

Originality of your dashboard and what differentiates your dashboard from others. Smart visualisation of data, clarity of communications, emphasising unique metrics for your company. What insights, outcomes, or segmentations has your dashboard yielded?


Typical media:

Screen captures, dashboards, apps, real-time visualisation tools.

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