"A nearly 60-year-old golf magazine at the 'vanguard'? Yep."

Golf Digest has won an innovation award for...drum roll please...its break 100 at Torrey Pines deal. I know, I know, you were thinking it was for having the most rankings in American magazine history, but no, Simon Demenco at AdAge writes about The American Magazine Vanguard Awards and says...

A nearly 60-year-old golf magazine at the "vanguard"? Yep. It scores an AMVA this year for its Golf Digest U.S. Open Challenge. As the magazine explains it, "Last year at the U.S. Open, Tiger Woods said no average golfer could break 100 on a U.S. Open Course because the conditions are so tough." The editors asked themselves, "What would it be like if we got an amateur out on the course within a few days of the U.S. Open to see how he or she plays?" After the contest was announced, some 56,374 people submitted entry essays, 117,331 people voted for the winner (from a list of five editor-selected finalists), major sponsors (Rolex, Lexus, American Express and AT&T) came on board to back a brand-new TV special -- and the special itself, also called "Golf Digest U.S. Open Challenge," with guest golfers Matt Lauer, Tony Romo and Justin Timberlake, scored a 2.4 rating -- outpulling the Friday round of the actual U.S. Open.