Golfing - A Preview Look

Hip ... Gen X ... the New Generation of Golfers...

Move over Golf Digest & Golf Magazine, there's about to be a bold new publication aiming directly at the largest growing segment of golfers in the US today.

In January, Golfing, a leading consumer magazine from Petersen Publishing, announced sweeping changes to its editorial format as well as its marketing strategies.

The goal ... reach the 25-49 year old daily-fee golfers through editorial coverage, bold photography, and a series of promotional events. The result ....

A new dynamic visual style in a new look for a new generation of golfers.

At the recent PGA Merchandise Show in Orlando, Golfing created quite a stir, with their new-look sample cover. While there, I had a chance to visit with Golfing's new publisher, Max Lane, and find out more about their exciting plans.

"They say the younger generation doesn't read. I don't believe that's true. You have to know what to give them," said Lane.

Golfing hopes to produce a magazine with a fresh approach that speaks to that generation in their own voice.

To accomplish this, Golfing will offer a new visual style and vibrancy that captures the game as the "baby boomer" generation has experienced it. Look for a monthly snap-shot of the world of golf, written and published in a bold, contemporary format. Hot topics will include issues, news, instruction, personalities and humor.

"If you think about it, the leading golf magazines, Golf Digest, Golf Magazine and Golf World, were all started at about the same time, by people of the same generation," pointed out Lane. "We want to be the leader in a new era, for a new generation of golfers."

Lane believes the backspin section will be popular in the new periodical. "It will be like a Reader's Digest for golfers. We will have excerpts from books and international golf magazines that the public usually doesn't have access to in the United States."

Travel will be another emphasis. "We will look to highlight the entire golfing destinations for our readers," said Lane. Golfing will also use what Lane describes as "read visuals."

"We will also focus on celebrity golfers who we believe our readers will find interesting," added Lane.

To promote their magazine, Golfing will be developing and managing a series of dynamic and exciting on-site promotional events at daily-fee courses and select driving ranges across the country, beginning in the Spring of 1997.

Golfing expects to deliver 40,000 attendees through 100 of these special events a year. The events will provide a fun, interactive environment for the marketers and readers. They will allow golfers to touch and feel a variety of products and enable advertisers to connect on a personal level with future customers.

Watch for the relaunch issue in May, when Golfing hopes to become the hip choice of the new generation of golfers.

Golfing debuted in 1994, and its circulation is 200,000.

Petersen Publishing, with over 70 titles, is one of the largest publishers of special-interest consumer magazines in the world, including Golfing, Motor Trend, 'Teen, Sport and Photographic.

Golfing Publisher, James (Max) Lane, is a former Associate Publisher of Links Magazine, and an author of several books on golf including the Complete Golfer's Almanac.

Editorial Vision will be provided by Ted Johnson, a 12 year sports writer and editor in the San Francisco Bay area and a contributing editor to Golf Digest, Golfing, Golf Tips and Golf Web.

Don Dowell, Editor/Publisher, Golf in the SouthWest
(Feb. 1, 1997)©