Best of N. Idaho: Don't fall for pretenders' pitches

There are a lot of good things out there, but there’s only one Best of North Idaho.

Bluntly, it’s ours.

We're making official note of this fact because The Business Journal of North Idaho is approaching 20 years as the home of Best of North Idaho. That’s the annual contest in which thousands of locals choose their favorite businesses, first by nominating finalists and then by selecting the annual winners in all sorts of categories.

Not coincidentally, the 2022 Best of North Idaho winners will be announced in a big way March 30. That’s when a big and beefy publication will share the terrific tidings with readers, even though the winning businesses already know their fortunate fates.

Also not coincidentally, a few other companies are trying to capitalize — dare we say, unethically impersonate? — the longstanding prowess of Best of North Idaho.

Don’t be fooled. In this age of disinformation, we find it flattering that other companies are now promoting their “Best Of” lists locally, soliciting high-priced advertising from unwary business owners and managers.

“The issue is that businesses are being contacted with 'look alike' information and unintentionally purchasing advertising and marketing collateral to promote their award, thinking it’s the Best of North Idaho,” said Press Advertising Director Kari Packer. “We invest a great deal of time and money ensuring that local businesses who choose to promote their award saturate the market through our print and digital products, as well as distributing our highly anticipated award publication throughout the region for months after the conclusion of the contest.”

One of the reasons we’re so proud of Best of North Idaho is because winning is not for sale; winners are selected by the people who eat in the restaurants, buy from the merchants, work with the real estate agents, and much, much more.

Over the years, many attempts have been made to game the system. And over the years, we’ve taken every possible step to keep the integrity of the contest intact. It is a people’s choice competition, plain and simple, and you’d better believe a great many local businesses value their winning enough to market the heck out of that accomplishment.

As they should. Because Best of North Idaho stands alone at the top of the hill.