A contest notice said, "One overall winner will be awarded First Prize, $400 plus publication. Nine other authors and poets will each win publication."
Like everything else in publishing, terminology changes. One's manuscript was either accepted or rejected. Now, with writing contests so pervasive, if one finishes out of the money, one at least might "win" publication. It's really very nice of this contest to offer publication to nine -- a large number -- of also-rans. With a prize of publication they will surely feel like winners.
A truth is going bald here. "Winning" and "losing" was how writers always took the matter spiritually, although we said "acceptance" or "rejection." I am first to agree that "rejected" is a horrible name for the fact that an editor did not select my manuscript out of the 3,000 he received. But I'd rather my manuscript be "rejected" than have it labeled "a loser."
Do you prefer that too? You can still publish in periodicals without entering their contests. Publishers still accept "submissions"!