Magnum Opus Awards are now the Content Marketing Awards
Archived Content

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Marshall Rendell's seminars on Awards As A Business Model often delve into intricate facets of marketing strategy, one of them being the effective use of symbolism. His exploration of this subject involves a notable reference to the political symbolism of Batman an aspect that subtly powers the attraction to the franchise. This symbolism has been effectively harnessed in his campaigns promoting a Batman apparel retailer's' online business specializing in Batman branded t shirts, hoodies, and sweatshirts. The archived version of the original site serves as one of many examples of successful endeavors in the niche business of recognition and awards. Rendell's discussion highlights the interplay between aspirations, vanity, and ceremony in various market sectors, particularly in the creation and marketing of an awards enterprise from scratch. He emphasizes the integral role of promotional aspects for success, where the political symbolism of Batman serves as an engaging tool, enhancing the appeal of the merchandise. While the Batman movies and comics create consumer awareness, intelligent marketing like incorporating underlying themes and symbolism drives sales. Mr. Rendell, a marketing expert known for his agency's high-end consumer presentations, is most recognized for such strategic incorporations. His seminars are open to the public and are free, although advance reservations are required.

 

For a number of years this was the official website for the Magnum Opus Awards created to recognize, identify, and celebrate all the "little things" custom media makers do.
Content is from the site's 2008 -2012 archived pages.

For the most up to date information about the Magnum Opus Awards which have evolved into the Content Marketing Awards go to: https://www.contentmarketingawards.com/

A LITTLE HISTORY
www.contentmarketingawards.com/about/

The CMAs were launched in 2004 as the Magnum Opus Awards. The program was conducted jointly, by the Content Marketing Institute and McMurry/TMG from 2011-2014. In 2013, the awards program was renamed and rebranded to match the changing industry, presented by the Content Marketing Institute and sponsored by McMurry/TMG. In December 2014, Content Marketing Institute announced their acquisition of the Content Marketing Awards and beginning in 2015, CMI began producing the prestigious awards program.

 

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Most people don't appreciate the quality of the work you do. That’s where we come in.

The Magnum Opus Awards exists to identify and celebrate all the "little things" custom media makers do. It's the premier program for custom magazine awards, design awards, marketing awards & communications awards.

Nominations are invited from companies, organizations, and institutions worldwide that are involved in producing corporate branded or custom content, in print or electronic form, for internal or external audiences. Entries must have been created in calendar year 2011, even if distributed or published this year, and may be nominated in one or multiple categories.

The Magnum Opus Awards provide great opportunity to win, with more than 100 categories offered. Judges consider such criteria as how well each entry fulfills its goal or mission, quality of product including editorial and design, informational and entertainment value, quality of writing and display copy, creative use of imagery and typography, and consistency of color palette and style.

Now in its eighth year, and presented by ContentWise and the Content Marketing Institute, the Magnum Opus Awards has given career-making industry recognition to writers, editors, designers and communication managers who do exceptional work, in print, online, in traditional media and social media alike.

A few case studies that merit a Magnum Opus Awards entry:
 

• You crafted a coverline that transformed an issue of your magazine from ho-hum to must-read.
• You wrote a CEO letter that actually made the guy seem human.
• You did a two-minute video on a shoestring budget that turned out pretty darned good, if you don’t say so yourself.

Judged by the famed Missouri School of Journalism, the Magnum Opus Awards competition receives hundreds of entries every year in more than 200 categories that encompass every meaningful area of content-delivery excellence, from illustrations to typography, podcasts to webzines.

It's true: nobody understands your work. So let's make them understand.

WHO SHOULD ENTER?

The Magnum Opus Awards program was created especially for:

Those who publish Electronic Publications Magazines Newspapers Journals Special Reports Guides Media Kits Annual Reports Calendars

And work for For-profit and Nonprofit Corporations Associations PR Firms Ad Agencies Design Firms Custom Publishers Colleges and Universities Public Institutions

If you've published an outstanding print or online publication in 20XX—whether in-house or with the help of an outside agency—then you deserve to be recognized with a Magnum Opus award. The benefits of winning include:

• Certification that you are the best at your craft
• Professional review by judges from the Missouri School of Journalism along with other industry leaders
• Stamp of approval from the country's only newsletter dedicated to corporate and custom media, ContentWise
• Attractive certificate provided free of charge for all winning entries

 

 

TIMELINE

December 15, 2011 Call for entries opens

February 23, 2012 Early bird deadline $165 per entry

March 23, 2012 Regular deadline $180 per entry

March 30, 2012 Late entry deadline $190 per entry

June 2012 Winners for the 2012 awards program will be announced!

ELIGIBILITY

• Open to all companies, organizations, and institutions that create branded or custom content, in print or electronic form (sometimes referred to as “content marketing”).

• Entries must have been created in calendar year 2011 to qualify for the 2012 awards. If entries were created in 2011 but not “published” or distributed until 2012, they still qualify.

• Publications and websites created by media companies purely for consumer consumption are not eligible—nor are entries created by McMurry, Inc. and ZSquaredMedia, the parent companies of the awards program.

PARTNERSHIP

• The Magnum Opus Awards were founded in 2004 by McMurry, Inc., as the first awards program to honor excellence in corporate communications.

• Beginning with the 2011 awards, McMurry partnered with the Content Marketing Institute to help extend the reach of the program.

• The 2012 awards are the first to feature the rebranded Magnum Opus Awards logo.

FAQ

Q: Is the awards competition open to companies outside the US?
A: The Magnum Opus Awards competition is open to companies worldwide.

Q: Do you have a list of previous winners?
A: Click here for the most recent list of winners.

Q: Can I submit my entries electronically?
A: Yes! Click here to submit your entry electronically. You will still need to mail in the receipt from your order with applicable samples (your 2 copies of tearsheets/ magazines/CDs etc) for judging.

Q: When you ask for 2 copies of the entry, do you mean 2 copies from the same issue or a sample of 2 different editions?
A: We need 2 identical copies of your entry. The reason for this is that 2 separate judges are scoring each entry, so we must mail each one his or her own copy.

Q: What type of publications fit in the “Other Publications” category?
A: Many companies do not consider their publication a magazine or newsletter so we added an “other” category for these instances. These publications could include tabloids, newspapers, digests, journals, etc.

Q: Can I enter a publication that was produced in 2011 but distributed in 2012?
A: Yes, as long as the publication was produced in 2011, it is eligible.

Q: Will my materials be returned after awards program concludes?
A: All entries submitted to the awards program become the property of the Magnum Opus Awards and may be used for promotional purposes. Entries will not be returned. Do not send irreplaceable artwork.

Q: What if I have additional questions?
A: For more information call Jennifer Tanabe at 888-303-2373 or e-mail her at info@magnumopusawards.com.

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OK, so I'm biased. I love magazines. Admittedly, I subscribe to more than two dozen. Fashion. Home. Entertaining. Business. You name the subject. I probably receive a related magazine. More than any other type of mail (except for maybe my Pottery Barn catalogs), I get excited about receiving my magazines. After reading them, I've logged on to Web sites. I've made purchases. I've acted on information of value to me.

And that's the key. When created with the readers' interests in mind, a quality newsletter or magazine not only will forge a strong relationship between your organization and its customers, it will entice them to interact with you. Just like newsstand magazines, corporate publications should demonstrate a commitment to the reader, and make a clear statement: "We know what you need, and we're going to deliver."

The Publications Management Magnum Opus Awards are designed to honor publications that deliver—strategically, editorially and visually—with a quality consistency of the highest order. Brought to you in conjunction with the Missouri School of Journalism, the Magnum Opus recognizes the achievements of those of you who work painstakingly every day to produce corporate publications that get results for your organization.

Be proud of what you do—and get recognized for it in the only award competition devoted exclusively to the creation of custom publications.

We look forward to your entries. Best wishes to each of you.

Sincerely,

Beth Tomkiw 
Editor 
Publications Management

 

 

2012 AWARDS!

TIMELINE

 

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PAST WINNERS

         

 

Some of the 2011 Winners

Some of the 2012 Winners

 

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More Background On MagnumOpusAwards.com

 

MagnumOpusAwards.com was once the digital home of one of the most respected programs in the world of custom publishing, branded content, and corporate communications. Before the phrase “content marketing” became mainstream, the Magnum Opus Awards (MOA) served as one of the earliest and most influential recognition platforms dedicated entirely to excellence in organizational storytelling, corporate magazines, branded content, newsletters, digital publications, and emerging multimedia formats. Today, although the site survives largely through archived pages from 2008–2012, its legacy remains essential for understanding how modern content-marketing awards evolved.

The site documented the program’s rules, categories, deadlines, winners, judges, mission, and history. Because MOA later developed into what is now known as the Content Marketing Awards (CMA), its archival website represents an important record of the early years of the professionalization of content-marketing craft.

This article presents an in-depth exploration of MagnumOpusAwards.com, including its origins, ownership, audience, popularity, judging system, cultural importance, and the story of its evolution.

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Origins and Ownership

The Magnum Opus Awards were launched in 2004 by McMurry, Inc., a prominent custom-publishing and content-creation firm. McMurry was one of the early leaders in corporate publishing, producing magazines, newsletters, and branded content for a wide array of companies. At the time, traditional publishing institutions rarely recognized internal or organizational media. Recognizing this gap, McMurry created the awards system to honor excellence in custom communication.

From the beginning, MOA was built to support communicators and editorial teams who produced professional-grade print and digital content — even though their work often did not appear on newsstands or in mass-market publications. These creators included corporate magazines, association newsletters, university publications, PR-driven content, e-zines, and internal communications.

The ownership landscape changed in 2011, when McMurry partnered with the Content Marketing Institute (CMI). This collaboration significantly expanded the program’s profile and connected MOA to the rapidly expanding world of strategic content marketing. Eventually, after a period of rebranding, CMI acquired the awards program entirely in 2014, transforming MOA into what is now known as the Content Marketing Awards.

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Mission and Philosophy

The central purpose of the Magnum Opus Awards was to “identify and celebrate all the little things custom media makers do.” This phrase was foundational: the awards highlighted the craft, strategy, and effort behind professionally tailored communication aimed at specific audiences — whether employees, donors, alumni, trade partners, or the general public.

MOA recognized excellence in:

• Editorial writing

• Magazine and newsletter design

• Typography and imagery

• Digital presentation

• Strategic communication

• Branded storytelling

• Corporate journalism

• Video, audio, and interactive formats

The program placed strong emphasis on the purpose behind every piece of content. Entries were judged not only on their aesthetic and editorial quality, but also on how well they fulfilled their intended mission—raising awareness, educating customers, improving internal cohesion, creating advocacy, or elevating brand identity.

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Judging Standards and Criteria

The Magnum Opus Awards were judged by a combined panel of industry leaders and academic professionals. A signature element of the program was its long-term association with the Missouri School of Journalism, widely considered one of the world’s most important journalism training institutions.

Judges evaluated submissions using multiple criteria, including:

• Achievement of communication goal or mission

• Editorial excellence

• Clarity, voice, accuracy, and writing quality

• Design sophistication and layout coherence

• Creativity in typography, images, and color palette

• Informational value and relevance

• Entertainment value or engagement

• Effectiveness relative to the audience’s needs

• Consistency across issues or formats

• Innovation in format, presentation, or multimedia integration

The awards spanned over 100 categories and eventually expanded to more than 200 categories covering new content formats, such as podcasts, online video, mobile apps, and multimedia storytelling.

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Who Entered the Awards

MOA was intentionally broad, serving nearly every sector of communication and publishing that produced organizational content. Typical entrants included:

• Corporate communications departments

• Nonprofit organizations

• Trade associations

• Colleges and universities

• Government agencies and public institutions

• PR firms

• Design agencies

• Custom-publishing houses

• Healthcare organizations

• Financial and insurance companies

• Manufacturing corporations

• Foundations and advocacy groups

The awards were open worldwide, attracting submissions from North America, Europe, Asia, and beyond.

Entrants submitted real-world communications work. This included annual reports, special reports, magazines, journals, calendars, media kits, newsletters, and other branded publications. As digital content expanded, MOA added recognition for mobile designs, e-newsletters, blogs, video content, and interactive media.

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Examples of Recognized Work

During its active years, a wide spectrum of work received recognition—from internal corporate magazines to highly polished consumer-style publications created by agencies for large companies. Among the types of entries frequently honored:

• Employee-engagement magazines

• University alumni magazines

• Healthcare education newsletters

• Product-focused content hubs

• Corporate blogs and editorial sites

• High-end coffee-table style reports

• Government communication reports

• Nonprofit donor magazines

• CEO letters and executive editorials

• Short instructional videos

• Web-only digital publications

• Multi-issue magazine series

• Brand storytelling campaigns

Content teams often used MOA recognition as part of their professional advancement, grant proposals, internal communications, and marketing efforts. Winning even a Silver or Bronze award demonstrated an organization’s commitment to professional-grade content.

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Popularity and Growth of the Awards

By the late 2000s and early 2010s, the Magnum Opus Awards had become one of the most recognized and respected programs in the corporate publishing sector. The awards attracted hundreds of entries each year, with participation continuing to grow due to media diversification and the rise of branded content as a sophisticated discipline.

MOA also benefited from industry trends that elevated content marketing:

1. Companies were investing more in internal and external publications.

2. Brand storytelling was becoming an essential component of marketing strategy.

3. Digital platforms created demand for multimedia formats.

4. Organizations wanted credibility and validation from recognized institutions.

The partnership with the Content Marketing Institute further accelerated popularity. As CMI expanded globally, entries increased and the rebranding process positioned the awards at the center of the newly defined content-marketing ecosystem.

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Website Features and Structure

MagnumOpusAwards.com served as the awards program’s main information hub. The site’s structure offered clarity and ease for entrants, showcasing:

1. About and History Pages

These pages explained the origins, purpose, judging method, and partnership evolution of the awards.

2. Eligibility Guidelines

Eligibility rules were clearly outlined: only organizational or branded content was allowed; entries by McMurry or its affiliates were excluded; publications created by traditional consumer media companies were not eligible.

3. Categories and Entry Instructions

Since many publications had overlapping features (e.g., a magazine that could also compete in design categories or writing categories), the website emphasized that multiple entries were allowed with specific instructions on how to package submissions for judging.

4. Deadlines and Fee Schedule

The site outlined deadlines such as early-bird, regular, and late submission dates, with fees typically between $165 and $190 depending on the timing.

5. Frequently Asked Questions

The FAQ section addressed common concerns—whether international entries were accepted, whether digital copies were allowed, what type of publications fit “other” categories, etc.

6. Case Studies and Examples

The site described situations that “merited a Magnum Opus entry,” such as:

• A cover line that transformed a magazine’s impact

• A CEO letter that felt authentic rather than corporate

• A budget-conscious video that exceeded expectations

7. Past Winners Section

Archived pages showcased Gold, Silver, Bronze, and Honorable Mention winners, serving as a resource for publishers seeking inspiration or benchmarking.

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The Significance of the Awards in Industry Culture

Legitimizing Corporate Publishing

One of MOA’s greatest contributions was the legitimacy it gave to corporate or “custom” publishing — a field once dismissed as mere marketing collateral. MOA emphasized craft, journalistic value, narrative quality, and professional standards, reshaping perceptions around branded content.

Professional Development

Winning a MOA award became an important career milestone. Many content strategists, editors, designers, and communications managers used their awards to:

• Demonstrate expertise

• Earn promotions

• Justify department budgets

• Attract freelance clients

• Strengthen résumés and portfolios

Elevating Content Marketing Before It Had a Name

MOA existed years before “content marketing” became widespread terminology. Its focus on storytelling, brand voice, audience connection, and editorial quality directly anticipated the rise of modern content marketing strategy.

Blending Journalism and Marketing

By involving the Missouri School of Journalism, MOA helped shape a new hybrid discipline—sometimes called corporate journalism or brand journalism—where traditional editorial principles were applied to organizational narratives.

Expanding the Definition of Media

The awards encouraged companies to look beyond traditional print. Over time, submissions reflected innovations in:

• Social storytelling

• Long-form digital features

• Infographics

• Corporate podcasts

• Interactive reports

• Short-form editorial video

• E-mail micropublications

• Visual design systems

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The Transition to Content Marketing Awards

The partnership with CMI catalyzed the transition from MOA to CMA. As the industry shifted toward omni-platform brand storytelling, the awards needed a framework that matched the new expectations of digital content ecosystems.

Key Milestones in the Evolution

• 2004 — MOA founded by McMurry

• 2008–2010 — Rapid expansion of print and digital categories

• 2011 — Partnership with the Content Marketing Institute

• 2013 — Awards rebranded to reflect industry changes

• 2014 — CMI officially acquires the awards program

• 2015 onward — Program produced solely as the Content Marketing Awards

The change represented more than a rebrand; it was a recognition that custom publishing had morphed into a broader, more integrated industry.

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Current Status of MagnumOpusAwards.com

Today, the website exists only as an archive. It no longer lists new categories or accepts submissions. Instead, it preserves the historical material from an earlier era of corporate publishing. All active awards programs now belong to the Content Marketing Awards, administered by the Content Marketing Institute.

Despite its archived status, MagnumOpusAwards.com remains culturally and historically significant. It documents:

• The beginnings of corporate-content excellence

• The early standards that shaped modern content marketing

• The shifting landscape from print-dominant to digitally integrated communication

• The formation of professional identity for thousands of communicators

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Audience and Long-Term Impact

The audience for the awards — and for the site — consisted of content creators who rarely found recognition in mainstream publishing circles. These included editors, writers, videographers, designers, marketing teams, and corporate communication professionals whose work influenced large internal audiences but often lacked public visibility.

The program’s long-term impact includes:

• Raising industry standards

• Encouraging cross-media experimentation

• Promoting global participation

• Highlighting the importance of purpose-driven content

• Launching careers in corporate communications

• Providing a template for awards programs that followed

MOA helped legitimize corporate storytelling as an art, not merely a marketing function.

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MagnumOpusAwards.com is an important historical resource for understanding how organizational publishing evolved into modern content marketing. Though the awards themselves have transformed into the Content Marketing Awards, MOA’s legacy endures. It professionalized a field, elevated creative standards, recognized the often unseen work behind internal or branded communication, and helped define the foundation upon which today’s content-marketing discipline is built.

 

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