Is Top of the Town for Sale?
Simply put, Top of the Town awards are a lousy way to sell advertising. Don't believe me? Consider that eight local jewelers regularly advertise in 5280. But our Top Jeweler category only has two winners, one chosen by readers, the other by our editors. Which means that in the next few days I can expect calls from at least six angry clients (and their wives and their friends and their loyal customers). Multiply that by more than 140 categories and you'll start to see why our sales reps dread answering the phones in the days after Top of the Town hits the streets. Of course, smart advertisers understand that Top of the Town is the best place for their message, as this issue of 5280 will sell nearly 30,000 copies on the newsstand alone, which means in Denver it will outsell InStyle, Oprah, and US Weekly combined. They understand that Top of the Town is firmly entrenched as the premier "Best Of" guide in Denver, meaning that readers will refer back to it again and again throughout the year ahead.As an aside, it's fun to see just how much we've grown since I wrote that column. Back then, we were proud to have received 21,000 votes in our Top of the Town balloting. This year, we topped 97,000 nominations. Top of the Town 2009 will hit newsstands in late June. It promises to be a great issue.
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