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Plus Report - By Thomas Baekdal - March 2022

What creates a successful outcome for publishers?

I recently finished judging the 2022 INMA Global Media Awards. I have handed in my scores, and the finalists have been announced. The actual winner of each category will be announced on June 9, based on the combined scores for each category for all the judges/juries involved (I'm obviously not the only one).

This is the second time I have been judging the INMA Global Media Awards, and it's always very interesting to see and evaluate the amazing campaigns that publishers have made. And I'm also judging the Publishers' Podcast Awards (for the third time), which is also very interesting.

Now, in this article, I'm not going to talk about any of the specific publishers. You can head over to the INMA page and click on each link of the finalists, where you can find the description, files and presentation (PDF) of each publisher. This was essentially the same as what we saw as judges/juries, except for a few cases where we were given additional access or logins.

What I am going to talk about instead are some of the overall patterns and focus areas that stood out as a whole, things that we could learn from as publishers.

An award is different from reality

One of the first things I want to point out is that being successful in winning an award is not necessarily the same as being successful in real life.

For instance, most awards, including the INMA award, are segmented into sub-awards, and for each of those the judging is narrowed into specific criteria that we need to look for.

For the INMA Global Media Awards, I was judging the 'subscription' category, which was perfect because it is something I know a lot about. But instead of judging the actual result as a whole, we were asked to focus on the creativity and the innovation of the campaigns.

This is great for an award because it promotes forward progress, but it isn't necessarily the same as being the most successful.

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Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


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