The Commerce Awards for Publishers: All you need to know about the winners and all of the photos from the inaugural ceremony
Posted 4 years ago by Angus Quinn
The inaugural Commerce Awards for Publishers (#TheCAPs) took place in September 2018 at Tribeca Grill in New York City.
The awards recognise quality commerce journalism and the publishers that have found the balance between providing quality service journalism to readers, and using commerce content to scale a lucrative new revenue stream.
The winners and nominees of the first Commerce Awards for Publishers
The CAP for Best Technology & Gadget Article (Mashable)
The article helps parents find a kid-friendly tablet, showcasing five options at a range of price points. Each option has an in-depth review and has criteria which readers can easily compare against alternatives in the article.
The article won top marks from judges for being informative, it’s layout and knowledge of the audience.
The article was originally published in July 2017 and was updated in summer for 2018. Inspired by a high search volume for “jeans” focused keywords, the article is formatted to help people answers questions readers have about what pair of jeans to buy.
The article walks through different styles of jean (e.g. straight, skinny) and then offers the perfect pair at different price points to cater for a broad range of budgets.
The article was popular with judges, with its engaging appearance and utility in particular receiving high praise.
GQ wanted to use their submission to highlight their “Best Stuff” articles, which roundup the best of in various categories, which receive GQ editors’ esteemed seal of approval. They also say that they chose article because it combines a wardrobe staple everyone needs with a price point they’ve found their readers respond to.
That’s exactly the kind of balance that should underpin quality commerce content, so it is great to see the article was rewarded for that by the judges.
Another close category was Best Digital Native Publisher.
However, once all the scores were collected, Apartment Therapy came out on top.
For these broader awards publishers were asked to submit a variety of articles that showed off the range and quality of their commerce content.
In their submission, Apartment Therapy, placed the commerce content they create as a natural extension of the service they’ve long provided to their readers through content. They also put particular emphasis on specifically curating product recommendations with end reader delight in mind.
In sum they say they’d like their readers to think of Apartment Therapy as their “personal shopper”.
The CAP for Best Flash Event was designed to reward timely commerce content. Often the best pieces of commerce content alert readers to a new product launch or time-limited deal, so it made sense to recognise this in an awards program.
Timed for release of the restock, the post links out to multiple merchants, and is designed to offer advice on how to purchase the device online and offline, but also enable Polygon to capture commission on sales referred direct from the post.
Best Dedicated Commerce Brand (The Strategist – New York Magazine)
At a certain stage of commerce maturity, publishers often look to develop an editorial brand dedicated purely to commerce content and product reviews, so we created a category to honour these particular publications.
The winner of the CAP for Best Dedicated Commerce Brand was New York Magazine’s The Strategist.
The Strategist’s submission rooted the brand’s place in New York Magazine’s, “50 year tradition of obsessively telling its readers what’s worth buying.”
In their own words, The Strategist has been able to become a viable business because the editorial team insists on only including products they truly stand behind and through affiliate they can link out to the entire online shopping-sphere.
Warm feedback from judges focused on the fact the articles are “real” and just happen to be selling products as a side effect.
The final award of the night was The CAP for Best Editorial Brand which went to New York Media.
Their winning submission focused on how The Strategist team works across the organization with other editors to incorporate product-focused content into other publications. Across all brands, readers find a shared editorial commitment to expert-driven and useful commerce content, making for a compelling cross-vertical commerce approach.
Feedback from judges focused on overall style of New York Media titles and their “clever” approach to integrating shopping in their stories.