Best External Publication

Trade publication is as eye-catching as a consumer magazine

Florida Realtor grabs reader interest with lively design, tip-heavy articles, and a dynamic cover that leads readers to stories.

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A common theme emerged as we read through the many smart entries for Best External Publication in Ragan’s 2013 PR Daily Awards.

The finalists all provide much-needed information for their audiences, and some—including this year’s winner, Florida Realtor—even style themselves after consumer magazines.

Florida Realtor magazine offers a fresh take on its business, providing tip-heavy features its readers surely devour, clip, and pass around. Topics include ways to protect yourself against online rental scams, tips for working with tech-savvy Gen-Y buyers, tactics for getting more blog readers, and suggestions for using a Facebook page as a website.

The cover also successfully uses the front-page real estate with teasers, bright design, and topics that would make it at home on any bookstore or supermarket magazine rack. While many organizational publications waste their covers with vague headlines and minimal content, Florida Realtor shouts to be opened, read, and shared.

Florida Realtors is the largest professional trade association in Florida, which represents 118,000 members in 63 local and regional boards and associations. Their magazine is published 10 times a year, and is also available to subscribers.

Its goal, in the words of Editor-in-Chief Doug Damerst, is to “pack the magazine with peer-to-peer conversations about what’s working and where business can be found.”

It’s clear they’re succeeding at that.

To view the winning work, click here.

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