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And the Winner Is...

Some tips for creating the kind of hype that attracts business from the founder of The Webby Awards, the premier industry awards for Web sites

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This story appears in the June 2000 issue of Business Start-Ups magazine.

There are two kinds of awards shows: First, you have industry awards that only you and your colleagues have heard of. You rent a tux or don your only cocktail dress for a really dull evening of (hopefully) free booze and hour-long diatribes by people who probably received a C in Speech 101. Then you have the Hollywood schmoozy style-fests that we peasants enjoy from the comfort of our armchairs. And then there are The Webby Awards.

With a fine mixture of kitsch glamour and serious accolades, The Webby Awards are becoming the premier industry awards for Web sites. Tiffany Shlain, the award's 29-year-old equally glamorous-in-a-fun-way founder and director, has brought the ultimate in hype to an overly hype-driven industry. That is, the good kind of hype, where there's actually something worth checking into beyond the surface.

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