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4. Rip Stories from the Headlines

4. Rip Stories from the Headlines. Mine the newspapers for stories that apply to your readers. Take advantage of subjects that judges may know something about. But pursue the story from your industry’s perspective, of course. 5. Develop Attractive Layouts. 6. Develop an Awards Culture.

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4. Rip Stories from the Headlines

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  1. 4. Rip Stories from the Headlines • Mine the newspapers for stories that apply to your readers. • Take advantage of subjects that judges may know something about. • But pursue the story from your industry’s perspective, of course.

  2. 5. Develop Attractive Layouts

  3. 6. Develop an Awards Culture • Top executives should make it clear that winning awards is a top priority. • Top management must provide the resources to win these awards. • We talk about winning awards at virtually every staff meeting. • Our sales staff sells ad space based on the editorial quality of our magazines. • At the same time, we’re very focused on meeting the reader’s information needs.

  4. 7. Reserve Space for Award-Winning Stories • We have two major spaces for large, award-winning features: a show issue in January and our July issue, which features a special report. • We have ambitious departments on failed projects and innovation. • We have several themed issues to which we devote considerable resources. • Builder 100 won in past years for best original research. The story may be 50 pages long.

  5. 8. Target Weak Categories • This may be the best way to win that all-important first award. • Find out what the criteria are for How-To stories: Direct instruction? • Perhaps you have a strong department. Make sure you write three consecutive strong stories.

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