There seems to be a whole mess of bad, awful, terrifying mishaps that can go wrong in cyberspace when all you’re trying to do is pick a favorite book. Sure, it sounds easy. You set up a blog, ask a couple acquaintances to do reviews, chat about likes and dislikes, and ta-dah ... We have a winner! Just like that.

Only it’s not at all like that. We—the other organizers and myself—ventured into unknown territory when we founded the Children’s and Young Adult Bloggers’ Literary Awards (our friends call us Cybils) that recently opened its second season at Cybils.com. But our success was hardly assured, and there are, I think, lessons for anyone believing that the Internet’s newness means that old rules don’t apply.

To start with, if human nature is a constant, as so many philosophers and writing coaches tell us, what to make of all the introverts, dreamers and unrepentant bookworms who make up the core kidlit bloggers? Could we all rouse from our armchairs long enough to hold a contest?

Would we all play fair—ignoring marketing hype to offer a level playing field for independent publishers?

And would it, in the end, have any impact at all, or just dissipate in a wave of self-congratulatory linkfests? Would our tiny craft ever take off?

It all started with a smart-alecky comment I left on someone else’s blog last year, after complaints that the Newbery's were too snooty and the Quills, well, not snooty enough. I said us blogging upstarts should up and start our own contest. Kelly Herold, whose blog it was, turned out to be one of these organized types and took me up on it.

We didn’t need a mission statement; our sense of purpose grew as we hashed out matters in comments and emails. Quality and popularity would both count; literary merit and kid appeal would be weighed equally. We would be democratic and elitist both. Everybody would nominate books, but only bloggers would judge. And the bloggers would be, well, just about anybody.

Our first cosmic obstacle was our name. I couldn’t stand any of the suggestions, like “mad hatters” or the “blogburys.” Hitting this head-on cost us precious momentum – hours, maybe even days, after the idea germinated, when time is measured in nanoseconds in the forget-it-yesterday blogosphere. I decided on Cybils when it seemed to appease both the cutesy and serious types.

I mentioned asteroids and black holes. The asteroids would be the organizational nightmares you don’t know are headed your way. They veered into our path over seemingly small things, like counting six genres until the poetry and graphic novels fans griped. All those genres needed their own chiefs and two sets of judges. Where would we find so many people? With blogs? About kids’ books?

Kelly had a blogroll like nobody’s business, sort of like an electronic rolodex, and she leaned hard on folks to join up instead of crabbing in the comments sections. Once we had a full slate of 80+ volunteers, we needed little things like a domain name and a hub to gather and do all the contest-related stuff, whatever that would mean. And then there were listservs and databases and all kinds of mind-numbing particulars that have gotten all the mention they need.

Even so, we headed straight for a black hole. Setting the contest up on a blog sounded cheap and easy, and it kept us in the blogging spirit. We listed each genre as a separate post and waited for nominations to roll in from the public. And ... then what? I was staring at three months of a dead blog – utterly empty space – until the short lists were announced.

How to fill the void? I wasn’t ready to write yet another blog, and Cybils wasn’t about me. And what was there to say, really?

Meanwhile, we’d gathered all these smart, witty, similarly obsessed people, and they all had opinions. On everything – not just books. People battled about ethics, about whether to keep blogging about the books they were judging, about whether we should solicit review copies from publishers; all big, potentially contest-wrecking issues. More asteroids.

Like many introverts, I like to think I have very little ego, which actually makes leadership tough when you’re determined that everything go all friendly-like. No hurt feelings, no tough talk ... and nothing gets done. And I’m new to awards. I never won any, unless you count a good citizenship certificate for being pretty much the only kid in my high school to never get busted. A dull life suits my bookish self just fine.

So I joked that Kelly and I were benevolent dictators, but the term gave us cover to step in when things veered off course. Sure, you all can blog about these books, just don’t tip your hand, voting-wise. Send me links and I’ll post excerpts at Cybils. Voila! The black hole gets filled and an asteroid avoided. Hey, y’think the publishers will send review copies? Yes! More disaster averted.

Complaints rolled in as often as compliments, but if you’re going to insist you have no ego then you listen and you nod and you keep updating your FAQs and revising the rules and go from there.

On Feb. 14, we announced nine winners and 5,000 people leaped onto our blog to end the suspense. Five of the winning titles came from independent publishers, including a graphic novel from a publisher who never got back to us about review copies. Both rounds of judges had to hunt the book down in comics shops or online.

An organized “buy Cybils” push saw dramatic drops in the Amazon sales ranks (a good thing) for many winning titles. We were written up in the online or newsletter versions of Publisher’s Weekly, School Library Journal and of course ForeWord. Even GalleyCat, a big publishing industry blog, threw us a shout out.

Some lessons learned: our fancy-schmancy press releases were never picked up by the press. They did better posted at blogs and in online forums. The “viral” marketing that so many business gurus talk about really does work in non-traditional markets like ours, but only when the people spreading your message have something more than hype or buzz or vague promises or stock options to blather about. Keep it real, and people will come.

I keep seeing Cybils mentioned in Amazon or GoodReads reviews – usually footprints left by a supporter. There’s even a Cybils mention on Wikipedia, under Melanie Watt’s page (her picture book, Scaredy Squirrel, from Kids Can Press, was a winner).

Kelly and I learned to keep it simple, stupid: neither of us is judging this year while we’re busily zapping those asteroids. Kelly’s most arduous task is nabbing review copies: after publishers rightfully bellyached about being hit up for free books at every turn, we’re submitting one master list via one person. Nobody assaults authors or pesters publicists; all contacts are via Kelly or her henchwoman in charge of smoothing our relations with the independents, the mercilessly well-organized Sheila Ruth of Wands and Worlds (http://www.wandsandworlds.com/blog1/), herself an independent publisher.

And while chatting with your co-workers seems a fairly basic Management 101 thing to do, it’s tough when it’s all online. So Kelly and I grabbed a chance to meet some of our virtual co-conspirators at a kidlit blogging conference in October; we had no agenda and opened the floor to questions. That could’ve been a disaster!

Instead, we walked away amazed at both the great sense and intense passion of our volunteers, who get paid in nothing but links, a few free books and ample gratitude. Their feedback is gradually being incorporated into every stage of the contest, from the website’s readability to the judging criteria and much, much else.

Yes, we’re back; nominations opened Oct. 1 and close the day before Thanksgiving. We let everybody who can click their way to the Cybils blog nominate a single, solitary, lonely book in each of eight genres, from picture books up to young adult, and of course graphic novels and poetry. We’ve gotten better about enforcing our few rules, and are still coasting on readers’ goodwill and generally honest nature.

We expanded our roster of volunteers up to 90 bloggers, and have made good on promises to include a large percentage of newcomers so we don’t become cliquish.

Once again, New Year’s and Valentine’s Days will be the dates to circle for short lists and winners, respectively.

We’ve added BookSense links to the Amazon ones, with people still using last year’s short lists for early holiday shopping. With those tiny commissions plus a few droplets of ad revenue, we hope to make enough to buy actual awards for this year’s winning authors and illustrators. Right now, our humble thanks are all we have to offer.

Back by popular demand are book reviews of the nominees from our bloggers, with links back to their sites – some of the most impassioned and active voices in the kidlitosphere. And, of course, we’re featuring some of the best books of 2007. We hope yours are among them.

See you at Cybils!

Posted by: Anne Boles Levy