Answer: Nature.  Why, you ask?  At the UK Association of Online Publishers awards last night, Nature’s Avian flu Google Earth mashup  won in its category, Best Use of New Digital Platform.

Other winners on the night were mostly from seriously large scale operations, such as the BBC’s Top Gear (Jeremy Clarkson) and The Sun’s bingo site (Rupert Murdoch).

For those of you wondering what on Google Earth a mashup is, it involves one set of data being put into a format that wasn't designed for it.  So, in this case, Nature enables you to obtain information about avian flu by scrolling the various locations of the outbreaks on Google Earth.

The judges singled it out as “perfectly demonstrating the intersection of content and technology” – which is no more than its due. It really is a remarkable resource, and has been noted as such by researchers in the field.

Congratulations to the team involved: Oliver Morton, Angela Bird, Arran Flood and Alex Thurrell, and particularly to Declan Butler, who conceived and produced the mashup.

Further congratulations are in order for Robin Robertson, one of Picador's list of award winning poets (and an ex-colleague of mine from Secker in the olden days of Michelin House ), whose collection Swithering won the Forward Prize for poetry on Wednesday night.