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Like any good lawyer, Ms. Zalantis included an affidavit-styled letter to support the winning application.
And here's Jordan's winning application essay: I remember, as most people probably do, the instant I realized the world was bigger than my hometown.
If there was one lesson I learned from them, it was that nothing kills a winning application faster than a trite "Allow me to tell you about the time I won the town race" essay.
Antony Van Couvering, CEO of Top Level Domains Holdings, said: "While the association of celebrities with a proposed gTLD may be useful for groups needing to attract investment, what ICANN requires for a winning application is a solid business plan from a robust operator that is able to meet the stringent requirements for successfully running a critical piece of Internet infrastructure.
Virgin Radio, an original founding partner in Digital One, pulled out only days before the application date closed, an act repeated last week when it announced closure of two digital services included in Channel 4's winning application for the second digital radio multiplex.
Ms. Chang would love to see poems carved into benches and chiseled in placards throughout Brooklyn's parks; mindful of money woes, she might settle for verses scrawled in chalk, "only to be washed away in a replica of nature's constant cycle of growth and rebirth," as she wrote in her winning application.
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"The creativity and innovation in each of these winning applications is breathtaking," Mr. Duncan said.
The criticism has led the fund to decide to publish redacted versions of the winning applications in the coming weeks, together with the ratings they were given by various panels and how those compare with applications that did not win.
Today, she is announcing the winning applications for the government's £15.5m targeted support fund, which will be shared out among 558 small and medium-sized organisations that have been hardest hit by the economic downturn.
The 255 organizations notified that they had submitted winning applications must now await the end of a 30-day comment period, during which broadcasters and others may raise objections.
The fund initially refused to disclose more information, but as it began trickling out and criticism mounted, it posted the winning applications online last month and provided information about the culling process.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com