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In 2001, Journal Interactive launched a first-of-its-kind online premium content website, Packer Insider. At the time, most U.S. newspapers were avoiding paywalls to their online content, relying almost exclusively on online advertising for digital revenue.

Pioneered by Patrick Stiegman, prior to his move to become the Vice President and Editorial Director for Global Digital Content at ESPN.com, the launch featured exclusive columnists, blogs by and chats with Green Bay Packers players and staff, fan message forums and polls, historical multimedia and interactive trivia games - all for a seasonal fee.

Packer Insider went on to win the Editor & Publisher/Mediaweek 2005 EPpy Award for Best Internet Sports Service as well as a New Media Federation Digital Edge Award for Best Sports Site and the Online News Association Creative Use of Medium Award.

Matthew Stanton's design work included UX, graphics, CSS, animation, and template integration into Genesis, an in-house content management system (CMS).