Eddie Winner: Best Online Column or Blog, Consumer
Everyone knows blogs are supposed to be short, punchy, witty, link-driven and if possible, snarky, right?
While SI columnist Joe Posnanskiâ€™s covers most of those bases, â€śshortâ€ť might not fit. Hence the name â€śCuriously Long Posts,â€ť which also refers to the freedom Posnanski has to roam both sports topics and broader subjects.
The name riffs on the idea of this being an â€śanti-blog,â€ť says Paul Fichtenbaum, managing editor of SI.com. â€śItâ€™s not a conventional blog, where most work is in short bursts. Joe likes to talk, and the name gives you an indication of what youâ€™re getting into. It is a nod to an old-time columnist; itâ€™s a nod to the old way in a new format.â€ť
While Posnanskiâ€™s posts run the gamut from the Penn State scandal to a 3,000-word diatribe on the snuggie, itâ€™s a winning approach for SI.com. â€śThat blog gets more traffic than any of our other blogs, hands down,â€ť Fichtenbaum says. â€śItâ€™s by far the blog that gets the most conversation and thatâ€™s because Joe has built up this community around what he writes.â€ť
One of Posnanskiâ€™s best-known posts was a piece analyzing the best covers in Sports Illustratedâ€™s history. â€śThat touched everyone here in personal ways, everyone has their favorite SI coverage,â€ť says Fichtenbaum. â€śIt generated an enormous amount of coverage on the blog and that one stands out as one of the most commented and well-regarded blogs.â€ť