ASME ADDS NEW MAGAZINE AWARD CATEGORY

Latest Ellie Will Be for Photographic Portfolios and Essays

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RANCHO MIRAGE, Calif. (AdAge.com) -- Speaking at the American Magazine Conference, the president of the American Society of Magazine Editors today announced a new
A new Ellie award will honor photo series work.
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category will be added to ASME's National Magazine Awards.

Second photo award
Susan Ungaro, ASME's president and editor in chief of Gruner & Jahr USA Publishing's Family Circle, said the new category, the award's 21st, will be for portfolios and photographic essays. It's the second ASME award to honor photography.

Ms. Ungaro described the award category as one that would honor a series of photos that "express an idea or a concept" in areas ranging from documentary photojournalism to fashion layouts. While "photographic essays accompanied by text will be eligible, they will be judged on the strength of their photos," she said.

'Salute to visuals'
In a brief interview afterward, Ms. Ungaro pointed to the increased emphasis on photography in magazines and called the new category a "step towards expanding the awards to salute the visuals." She also said she felt there was "room for more awards" beyond what was already offered.

For 2002, ASME added a category within General Excellence for magazines with a circulation of 2 million and up. The move was made in response to concerns that ASME did not adequately recognize mass-market women's magazines and their particular brand of service-oriented journalism.

The award is known as an "Ellie," named after the Alexander Calder-designed elephant-shaped object presented to winners.

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