MCM Awards 2008

	SILVER: Print Channel

	Vitacost.com, Fall 2007

Vitacost.com is just what the doctor ordered. The catalog offers wholesale prices on thousands of vitamins, supplements and over-the-counter products, including its own specially researched Nutraceutical Sciences Institute (NSI) brand. “It's a real functional catalog, a very dense book, good editorial content, well positioned,” said one judge. “It's a workhorse.”

WHY IT WON A SILVER AWARD: The “well done” magazine format on the cover uses several methods for getting readers to open up, said one judge. “Product descriptions are brief, but functional. Lots of product information conveyed, especially with product labels.”

One panelist praised the book's use of charts and tables. “Good paper choice for product and page count,” the judge said.

WHY IT DIDN'T WIN A GOLD AWARD: Some judges felt the eyeflow was inhibited by the overwhelming number of bottle images. “The spreads appear crammed and crowded,” and there are too many fonts used, said one panelist. — JT

Designers: Cesar Paul, Beth Bartlett

Creative director: Anne Kane

Marketing/print/production director: Sharon Bobowski

Copywriters: Julie D'Amico, Rebecca Chopin, Steven Skiles

Business development: Elan Vaknin

Printer: Quebecor World

Photographer/illustrator: Cesar Paul, Otto Mertins

	Consumer Specialty Products

	SILVER: Web Channel

	www.musiciansfriend.com

This Website is unusual in the retail world,” said one judge about the Musician's Friend Website: “A superstore with soul.” And to go with its soul, the site has a Silver Award.

WHY IT WON A SILVER: “The selection is authoritative, and the site's genuine passion for the gear comes through clear,” said one judge. Innovative promotions and merchandising features, such as Stupid Deal of The Day and Gibson Guitar of the Month, are appropriate to both the category and the target customer.

Checkout is smooth and easy, judges say, and the live help is exceptional. The panel also noted that the copy is well formatted for the Web: informative and benefit oriented.

WHY IT DIDN'T WIN A GOLD: Search results and category pages could be better optimized to handle Musician's Friend's huge selection. “They should apply merchandising to their search results, which cry out for featured products and suggestions,” a judge said. — TP

Director of user interface development: Jason Cave

Director of combo marketing: So Young Park

Director of e-commerce systems: Portia Becker

Web production manager: Tom Boyles

Merchandisers: Dana Litton, Dave Pelletier, Chris Tso

Copy manager: Marty Paule

Digital content manager: Dave Blees

Brand managers: Julie Fletcher, Steven Gillen