aWARds; what are they good for?...

We all know that freelance contributors are the heart of many a magazine. Yet the most talented ones earn so little relative to their contribution. Apparently they live on love. Which is why smart editors like Ken Alexander (The Walrus) and John Macfarlane (Toronto Life) make entering the National Magazine Awards many times in many categories a priority. Some magazines enter only what they consider their finest work and get few if any nominations. And some, like The Walrus and Toronto Life, enter a lot. No question they produce considerable stuff that is award-worthy, but they also have decided to allocate a sizable budget to the cause. At $85 per entry, The Walrus spent at least $4,335 this year (assuming every entry was nominated) and perhaps as much as $10,000.

Sure, writers and editors enjoy winning awards. Who doesn't?! Circulation Directors don't mind - after all, shiny seals sell subscriptions (try to say that 3 times quickly). The Magazine of the Year title is particularly coveted as the circulation wizards earn the right to place the official seal of approval right on the cover of the magazine to boost newsstand sales all year long. "Step right up and buy a magazine - you can be a winner too"!

Even we slippery advertising reps like to share the proud moment so we attend the award show and cheer on our team's nomination(s) as if we had something to do with it (hey, if there were no ads, there wouldn't be any award-winning editorial right?). And if our magazine should win something, the media kits and letters glow with pride. We let it slip on any and all sales calls and emails. We use it to support the notion that our book is "quality". This years big winner and Magazine of the Year was The Walrus and its reps wasted little time in issuing the standard propaganda -- "The like us, they really like us. Buy an ad!"

But at the end of the day, what does winning awards really do for us in the advertising trenches? Will The Walrus's big win send its ad sales soaring? Unlikely based on what we have seen in the past. For example:

• Toro was one of the top winners yet again. Remember Toro?
• Saturday Night was the winningest magazine of all time. Remember Saturday Night?
• Explore is always big winner. But are they making money?
  
• Maisonneuve was Magazine of the Year in 2005. Great little magazine.
  

Still, it's always nice to be a winner!