To share more on why judging is so beneficial for B2B media professionals, we asked some of our veteran judges — who’ve judged 10 years in a row or longer — about their experience judging and what keeps them volunteering year after year.
If you are interested in judging, learn more and sign up to judge.
Why did you start volunteering to judge the Azbees, and what has kept you coming back each year?
Steve Ross, Editor-at-Large and founding editor, Broadband Communities Magazine:
Judging is an adventure, an orderly exploration of new territory. In 2015, for instance, I judged a survey in a farming magazine for ASBPE. Trump had topped all other potential presidential candidates that summer among readers. At judging time, he had yet to win a primary.
Lora Lee Gelles, Publisher, POND Trade magazine: I started judging the design categories when I was an art director at Reed Business Information. I was fascinated with the whole process of the contest and was encouraged by the Creative Directors to submit entries. I was asked to judge while I was still in submitting mode and was tickled to say yes.
Michael Lear-Olimpi, Associate Professor of Communications, Central Penn College: I became an Azbees judge because I wanted to support – and help reward – the incredibly valuable work dedicated B2B journalists produce for readerships that depend for many aspects of their jobs on the information those reporters provide. It’s a true cliché: I’m giving back to the sector of journalism in which I worked for a long time, and with which I maintain a connection, to offer whatever aspects of my expertise I can.
Andrew Bass, Jr., Art and Production Manager, Risk Management Magazine, RIMS: I originally volunteered to judge the Azbees from a curiosity point of view — I wanted to see what other designers were doing for their pages. It was a way to find inspiration for me in designing my own magazine pages. At times, designing for the same topic month after month — as many of us in B2B/associations do — you can get a bit burnt out creatively. Looking at other creative work helps to spark new ideas within your own. So many of us operate solo, and judging is a good way to break down that vacuum feeling. I come back year after year to judge as one way to help others face that silence of solo working, giving others creative feedback and comradery.
Stephanie Ricca, Editorial Director, Hotel News Now, CoStar Group: I started volunteering as a judge when I got more involved in local Cleveland chapter activities and learned then that I could be both a participant and a judge. I come back every year because it’s so inspiring to see the quality of work that our members produce. I especially love judging the major categories — like Magazine of the Year, etc. — because I get the chance to be curious and nosy and explore everything a given title is doing. I love learning about all of the industries covered in the awards as I judge too, and I try to vary the categories that I choose to judge every year so I can see that variety.
Melinda Taschetta-Millane, Group Editor, Specialty Crops, Meister Media Worldwide: Back in 2007 when the opportunity to judge first presented itself to me, I remember being so excited. I saw it not only as a great way to give back to my chosen profession through volunteerism, but also as a chance to grow through continuing my education. Judging provided me the chance to learn from my B2B journalism peers by seeing innovative and proven ideas put into practice. Judging the Azbees is such a great opportunity to expand your horizons and grow as a journalist. The Azbees helped me build a strong professional network that I continue to use often to bounce new ideas, seek and gain referrals, and access job opportunities.
Cory Sekine-Pettite, Editor, New South Publishing, and ASBPE Immediate Past President: I started judging the Azbees as an extension of my volunteer work with my local ASBPE chapter. I have continued judging every year because I found the entire experience inspirational, educational, and uplifting. I learned so much about the possibilities of B2B media — from the incredible reporting to the beautiful art direction. Every year, I share my favorite award-winning work with my team in hopes of inspiring them.
As a long-time judge, what have you learned about B2B media, and how have you incorporated these learnings into your own work?
Steve Ross: I’ve also judged the Neal awards and helped with winnowing Pulitzer entries for final judging. All this has continued to expose me to new ideas, new points of view, and new ways to interact with readers. All B2B writers and editors — and especially those with just a few years in the field — will find the adventure worthwhile. They will also be comparing themselves to others, noting contacts, measuring the competition, and building confidence.
Lora Lee Gelles: I learned that the graphics make or break the article. They pull you in and people may pass up the article if the graphics are mediocre. It made me aware of it in my own work.
Michael Lear-Olimpi: In the long time I’ve been an Azbees judge, I’ve remained impressed by the devotion of B2B journalists to reporting on their business sectors, and by their resilience and loyalty to business-focused journalism during very difficult times for journalism. I’ve also admired their skills in finding facts, details and local color to craft polished and informative stories for readers. In short, I love reading, watching and listening to their work. Judging magazine-article writing and other types of B2B journalism keeps me up-to-date on best journalism practices that I incorporate into teaching in my college journalism classes.
Andrew Bass, Jr.: B2B media is a market where you must be open to experimentation to achieve your goals. Budgets, staff, and resources are tight, so as creatives, we really need to approach things from different perspectives. In the time I have judged, I have been surprised by the approaches taken by creatives to execute their messages. It helps me see ways that certain approaches could help me move to a new path on projects that I otherwise would not have thought applied or would even work.
Stephanie Ricca: I have learned over and over again how valuable B2B media is to the industries it serves. These publications are there delivering news and trends at every turn of the cycle for their industries — in good times and bad times. Seeing how B2B publications serve their audiences in so many ways reminds me of the core foundation of B2B media, that we are service journalism.
Melinda Taschetta-Millane: I have learned so much, and probably one of the most important points I have learned is there is more than one way to do everything! It is so important to remain open to new ideas, technologies and ways of doing things. Back when I started my career, Macs were just starting to come into play in the office environment; there was no internet, email or Zoom. Fast forward to today, journalists must now be multimedia specialists in order to stay competitive in this rapidly evolving market. And what has been the best way for us older generation journalists to learn? By observing what others are doing, learning from it, and finding innovative ways to incorporate some of these new ideas into our own work environment.
Cory Sekine-Pettite: Every year, I’m more and more impressed with the work being submitted for the Azbees. I have learned that no matter how large (or small) the teams, no matter how big (or tiny) the budgets, B2B journalists always find the most vital and interesting stories for their audiences. And they continue to do great reporting for the betterment of the industries they cover. I am reminded year after year that we all do this for the people we serve and for the pursuit of the stories. It certainly isn’t for money or glory.
How would you encourage others who may be considering becoming an Azbee Awards judge?
Steve Ross: We all want to build a career where prize-worthy work is encouraged… and there they are, in your judging assignment list!
Lora Lee Gelles: I would encourage people to judge because it’s really fun, and you get to see all the great talent out there. It keeps me motivated!
Michael Lear-Olimpi: If you’ve thought about becoming a judge for ASBPE’s Azbee Awards — volunteer! You’ll be pitching in, learning a lot and having a good time doing it.
Andrew Bass, Jr.: We all “judge” design work as personal commentary, so why not put that energy into helping recognize outstanding work and offer constructive feedback. Judging helps bring a variety of perspectives into the conversation and can offer new insights into our work that we may not see. It brings us back to when we were in class discussing our fellow classmates’ work. We all aspire to level up and to do that we need some friendly guidance.
Stephanie Ricca: If you’re feeling overwhelmed, burned-out in your daily job or in a rut, volunteer to judge an Azbee Awards category. I guarantee it will help bump you out of that rut and give you inspiration that you can apply to your work and your team. It’s a low-time, no-cost way to remind yourself why you do this job.
Melinda Taschetta-Millane: I have encouraged many B2B professionals, across all demographics, to start volunteering as an Azbee Awards judge. It is a small time commitment when you consider the huge rewards that come from the experience. It is fun and rewarding to be able to review innovative, inspiring and outstanding work submitted by peers. Every year I have come away with numerous ideas and examples of innovative ways to try new — and even old tried and true — things. You can then take these new ideas, share them with your own team, and brainstorm together on new ways to make your existing brands even more successful.
Cory Sekine-Pettite: Volunteering to judge the Azbees is the easiest, quickest way I know to remain inspired for my own work. And it’s the best way to keep informed of what my fellow B2B journalists are doing. I actually take a sense of pride in seeing their work, knowing that my peers are out there changing industries, changing lives, and developing fascinating stories from what the average person may deem a mundane industry. Before I started my B2B career, you would have had a hard time convincing me that some of my favorite reporting ever would come from the electrical distribution or paving industries!