The Golf New Media Landscape

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Strap yourselves in, we're building league brands, using metrics and platforming the new golf media landscape. And most of all, we're trying to out MBAspeak one another in the quote department. Declare your winner in the comments section.

PONTE VEDRA BEACH, FL and ATLANTA - The PGA TOUR and Turner Sports New Media, a division of Time Warner, announced today the signing of a multi-year Internet and Mobile agreement. Turner Sports New Media will partner with the PGA TOUR to produce and sell PGATOUR.com, the official site of the PGA TOUR.

PGATOUR.com is the number one site in golf, leading other sites in key user metrics, including number of fans, times spent per fan and consumption per fan. PGATOUR.com leads coverage of the tournament competition of PGA TOUR players and of other facets of golf with a strong combination of exclusive assets, including exclusive live scoring, exclusive use of ShotLink distance data, including Emmy Award winning TOURCast coverage; exclusive audio and video coverage, highlights, unparalleled "access" and much more.

"We are excited about the future of the New Media business, and especially with our new partnership with Turner Sports New Media," said Ed Moorhouse, Co-Chief Operating Officer of the PGA TOUR. "With the coming of the FedExCup in 2007, truly a new era in golf, the timing is perfect to partner with Turner, a leader in the digital media space and to increase investment in our New Media offerings, beginning with PGATOUR.com. We look forward to even more innovation, compelling coverage and entertainment value on these platforms."
Not bad. Ed got New Media in there capitalized (nice touch) twice. And a platform always earns bonus points. Next contestant please... 
"Golf lends itself perfectly to the New Media platforms as there is a great deal, over 30 hours worth, of competition each week that fans want to know about," said David Levy, president of Turner Sports. "The Internet and mobile platforms are the best way to deliver this additional information to fans in their offices, homes or on the go. In addition, our new alliance with the PGA TOUR speaks volumes about the reputation that Turner Sports New Media has established in the marketplace. From production to sales to technology, Turner Sports has a reputation of maximizing opportunities and building league brands."

Hmmm...lot of commas, but mobile platforms, New Media platforms and whoa, "building league brands." That's a new one. Levy's going to be tough to beat...

"We couldn't be more pleased to partner with Turner Sports New Media in this venture," said Paul Johnson, Vice President of PGATOUR New Media. "Turner brings world-class digital media capabilities, and has shown it can partner successfully with leagues to create compelling fan experiences and businesses. The partnership positions the TOUR and Turner to take the fan experience to the next level in the golf new media landscape."

First of all, there'a a .10 point deduction from the Ponte Vedra judge for not capitalizing New Media. And compelling fan experiences and businesses? That's like, so 1999. So's this:

Turner Sports New Media also handles PGA.com. This venture is structured to unlock the synergies between the properties and create an even stronger, more dominant position for each in the golf new media landscape.

Unlock synergies between properties? In other words they'll actually provide the occasional link between the two. How big of them!

"The Tiger Effect" ** ***

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Thanks to SteveG for this IMG err HSBC press release on the "THE TIGER EFFECT" that will be boosting the UK and Ireland economies. Note that several publications, including the Scotsman, picked up this press release and reported it as news.

Woods, who flies into London tomorrow (Tuesday) to play in the HSBC World Match Play at Wentworth before competing in the Ryder Cup and World Golf Championship, all taking place in September, will increase the golf economy in the UK & Ireland by as much as 5%.

Research carried out for HSBC by Professor Tom Cannon, Dean of Business at the University of Buckingham suggests Tiger's mere presence results in tens of thousands extra spectators, boosts radio and television coverage by at least 25 per cent, generates millions through tourism, hospitality and sponsorship, and drives people to try golf for themselves and join clubs.

Professor Tom Cannon, Dean of Business at the University of Buckingham and leading expert in sports business and finance commented: “The size and reach of the Tiger economy is remarkable.  We estimate the total value on the core golf economy to be as high as £170 million. Drawing these figures together gives an astonishing picture not only of the impact of a single, outstanding sportsman but of the growing power and influence of sport and sporting celebrity.”

With the tournament scheduled for a week before the Ryder Cup and the appearance of World Number One Tiger Woods for the first time since 1998, there has already been a 60% increase in advance ticket sales this year.

Giles Morgan, HSBC’s Head of Sports Sponsorship and Marketing commented:

“The HSBC World Match Play Championship at Wentworth is set to break its 42-year attendance record after selling an unprecedented number of advance tickets.

“Tiger Wood’s participation in the HSBC World Match Play is obviously great news for our event, but our approach to golf is as much about developing the grassroots of the sport as it is about supporting the elite game. This report indicates that Tiger's appeal goes far beyond what happens on the course and has positive economic and social impacts in the countries where he plays."

The three tournaments in three weeks could take the "Tiger Effect" to new heights as he reaches out to millions beyond the sport. HSBC’s ‘Tiger Economy’ study suggests: 

Ø      Tiger’s participation is expected to encourage an additional 60,000 spectators to attend the three major Golf tournaments generating an extra £4.2 million in ticket sales and related visitor costs such as car parking

Ø      Sponsorship and hospitality could generate an additional £3.6 million, including £500,000 in advertising spend as companies take advantage of Wood’s participation, and £500,000 in travel and accommodation generated through additional spectators

Ø      Conservative estimates suggest Tiger could inspire 700,000 golfers (club members and occasional players) to play an extra round of golf bolstering green fees by £14 million

Ø      The ‘Tiger Effect’ could see sales of Golf equipment and clothing increase by an additional £27.5 million

Ø      Media coverage of the tournaments (TV and radio) is likely to be worth £52.3 million as Tiger’s appearance continue to generate record audiences

Ø      The anticipated value of press coverage is be valued at £36 million

 

The Sexed-Up, Dumbed Down Relaunch

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background_index.jpgThanks to reader Chris for this Jeremy Watson story from last week's Scotland On Sunday about Golf Course News International sexing up their publication.
GCNI decided to sex itself up in a - literally - naked bid to attract a new generation of young readers. But the heady mix of female flesh and double entendres has seriously backfired, forcing a rethink after just two issues.

Some golf clubs and organisations - such as the St Andrews Links Trust, which runs the world-famous Old Course - will no longer display the magazine in their clubhouses or practice ranges.

Readers have bombarded the magazine with protest letters, while some of the industry's leading advertisers have withdrawn their business. Among those leading the protests is the European Institute of Golf Course Architects, whose past-president David Williams said: "As golf course architects we used to look forward to the receipt of GCNI. The magazine was always a good read and very informative.

"But the sexed-up, dumbed-down relaunch is totally inappropriate for a serious professional magazine."

GCNI was launched 10 years ago by US company United Publications, but the changes emerged after the title was bought by new owners Seoul Nassau, a golf products firm.
Wouldn't you just loved to have been present for the meeting when they brainstormed these brand-building beauties:
The first new issue set the tone with a front cover depicting a blonde model in a black bikini top with a flaming golf ball disappearing down her cleavage. The justifying headline was: Women And Golf, The Burning Issue.

The edition also had a "world exclusive" on doctors prescribing more sex as an aid for playing better golf. But its most eye-catching feature was The Hunt For The Birdie Bucks. This was a piece on the female golfers most likely to be courted by marketing men - for their looks as much as their ability.

Italian professional Sophie Sandolo - known in her native country as "La Bod Bella" - was captured posing on a green in a revealing string dress while Australian Carlie Butler was photographed in a tight, red glittery top.

Issue two opened with an article on "shaft king" Jim Davey, who runs a custom golf club fitting company, and an advert for a ball-washing machine, illustrated by a naked model squeezing a bar of soap. A spot-the-difference competition asked readers to identify 10 changes in a picture of a bikini-clad model against the background of a golf course.
The revamped magazine has not gone down well in traditional golfing circles, with the St Andrews Links Trust saying it was unlikely to display it at its practice ground any longer.
However, regarding GCNI's placement as toilet reading in the R&A clubhouse, Peter Dawson could not be reached for comment.

Shipnuck on Tiger's Drop

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With his latest column on who's hot and who's not, Alan Shipnuck joins John Hawkins (here) in calling the Tiger Woods relief-from-the-clubhouse drop ridiculous:

How in the world does a player jack a ball onto the roof of the clubhouse and not incur a penalty? Tiger's sweetheart ruling at Firestone was the most ridiculous thing I've seen on a golf course since -- who else? -- Woods got a dozen of his buddies to roll a boulder, er, loose impediment out of his way in Phoenix in '99.

More importantly, I think we've found the bridge to bring these two talented golf writers together for the future We just can't have them feuding. No, no.

Tiger, Do You Like Golf?

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Okay, so none of the stenographers asked anything that silly, but check out these beauties following Tiger's win at the Buick.

For fun, I've supplemented Tiger's answers with my own versions of what he might really like to say. You can go to ASAP to read his actual answers to these thoughtful questions.

Oh, and note that not ONE "reporter" asks about the apple that rolled by his first putt on 17, or how it is that he didn't flinch when it happened!

Q. Your relationship with Buick, what does it mean to win the 50th tournament here, the birthplace of Buick?

A. Actually, it really tops everything I've ever done. The Masters, The Open Championships, the Foundation, the four majors in a row. I'd trade them all in for more wins in Buick events.

Q. We're used to seeing you wear red on Sunday and used to seeing you win. How far back does that good where you've worn red? Have you done that since your rookie year and what's the story behind that?

A. Wow, it's funny, but no one has ever asked me about that or ever written about that. Your name again?

Q. You have 50 wins now. Do you see yourself getting to 83?

A. No, no, winning this Buick is it for me on the PGA Tour. The rest will be majors, no more Tour event victories. So 83 is likely out of the equation.

Q. When is the last time you felt like you were playing this well going into a major?

A. Hmmm, well let's see. I just won a major and I played well the tournament beforehand, so I'm going to have to say the Western Open.

[This is why Tiger gets the big bucks. His actual one word answer: "Western."]

Q. You win the British, you win here, what does that do for your confidence level coming into the PGA?

A. It's tough, you know. I'm battling a lot of demons right now. Since I three putted the 18th at Hoylake and almost three putted 17 today. I'm only 42-under in my last two events, so I'm searching. But I'll regain the confidence soon. I'm sure of it.

Q. We watched you cross drivers and have good approaches and putts and also get in and out of trouble, and one fan in the gallery said you were only in trouble if you were in the water. Looking back, are they both as enjoyable when you look back at a tournament and seeing how you scrambled for par on 2 or had a spectacular hole? How does the enjoyment compare for you?

A. Great question. Lucid, succinct, really on point. But uh, just for clarification, when you say cross drivers, is that like on Entourage when Drama and Turtle crossed swords?

As for the rest of the question, it just doesn't make any sense and wow, look at the time! I really need to get to the airport as Citation X's aren't allowed by Federal Law to sit idling on Michigan runways for more than 30 minutes. Hey, it's been great.

The Skill Open?

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Get the Washington Post ombudsman on the line!

We have some good old fashioned anti golf ball bias displayed by Leonard Shapiro, who not only dares to suggest a retro equipment tournament, but proposes that Nike run it!

Back in June, when the PGA Tour pulled the plug, for now, on Washington playing host to a tournament for the next few years, I received several e-mails from a friend and Northern Virginia neighbor, Howard Jensen, clearly a thinking man's golfer himself, who offered an intriguing alternative to the usual stroke play format for a tournament he'd love to see some day replace the Kemper/FBR/Booz Allen Open.

The play of Woods and Pavin over the last two weeks reminded me of his proposal, which follows mostly in his words. It includes a deep-pocketed sponsor -- he suggested Nike--that would put up the prize money -- say $5 million -- and dictate the rules of play that would go something like this:

Equipment: Nike selects a standard shaft, maybe graphite, and a standard ball (soft) that all players must use. The goal is to select a shaft and ball combination that, in the hands of the longest hitters, would only carry 300 yards maximum when hit perfectly.
See the bias. Criminal I tell you! Here's more from Len's equally biased friend:
"Skill with mid-irons and skill around the greens becomes a significant factor in professional golf again. The equipment in the bags of all players is identical, no tricked-up wedges, no fairway iron/woods, no fade driver/draw driver combinations. It's pure golf, pure equipment.

"This is not a radical notion. Every other professional sport uses standard equipment for all players, even NASCAR. The Battle Cry will boil down to a single question: Is it the player, or is it his/her equipment?
And naturally, this next point is just ludicrous. The plummetting ratings and Tom Fazio say the people want long drives, so they must want the power game, not silly stuff like this:
"Fan interest would be off the charts, drawing in even the casual golf fan. Sports radio and ESPN will have a field day hyping the event, and Washington would be the place to be in the world of golf.

 

GWAA British Accommodations Contest Winner

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Alan Shipnuck and Barker Davis delivered memorable rants (here and here) on their Hoylake hotels, but if I were judging the (no chance in hell) Golf Writers Association of America's writing contest award for best British Accommodations story, Bob Verdi's July 28 Golf World rant (not posted) would take the Weekly division prize.

If they can build a Rolls-Royce, why can't they build a shower that works? I stepped into the shower stall the other day, and that's exactly what happened. A shower stall. Instead of a simple knob or handle, there's a control panel that looks like it belongs in an airplane cockpit. Flashing lights, arrows, diagrams, cables, dials. Everything but water. When I attempted to activate the contraption, the spigot just sort of hissed, as if to mock my pathetic body.

I yelled for help, and was informed that, in order to secure hot water, I first must flip a switch. It's 100 degrees and I've got to flip a switch to get warm? And where's the switch? It's in the adjoining room, the one with a toilet. Once water arrives, it does so reluctantly and in wild spurts, occasionally so scalding that you hang from the glass partition, hugging it for safety, as if posing for a chest X-ray. 
 

MEDIA ADVISORY: "Bivens Fully Aware That She Will Be Asked Tough Questions"

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From The Golf Channel:

LPGA Commissioner Carolyn Bivens to Answer her Critics on Friday’s Sprint Post Game on The Golf Channel

WHO: Carolyn Bivens                      Commissioner, LPGA Tour
Steve Sands                          Sprint Post Game Host
Brian Hewitt                           Sprint Post Game Analyst

WHAT: Carolyn Bivens will appear on Friday’s Sprint Post Game news program on The Golf Channel, following the conclusion of the third round of the Evian Masters.  Fully aware that she will be asked tough questions, Sprint Post Game will provide a forum for Bivens to answer her critics, explain her positions and to defend her record.
Yes, fully aware that they'll be doing something unusual, like actually asking tough questions!
WHEN: Sprint Post Game

Friday, July 28, 9:30 – 10:30 p.m. ET
WHERE:The Golf Channel

This ought to be fun. I mean, to see if The Golf Channel asks tough questions...

Van Sickle Looping

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Gary Van Sickle is caddying this week for Andy North, which means Van Sickle will have to do double duty: loop and come up with one-liners:
I overslept due to severe jet lag, got started late and didn't get to the course until 10:10. As I hustled to the range, I noticed North was already out there hitting balls. As I walked up, he was being pulled aside by a TV crew for an interview. "I'm late," I told him. He grinned. "Can a caddie get fired on his first day? Is that possible?" he joked.

I went over to his bag to wait, took the towel over his bag and dipped it into one of the buckets of water located behind the hitting area. A good caddie always has a towel with one wet end so he can wipe down clubs and golf balls. North already had two dirty clubs from hitting balls so I spiffed them up. Just part of the job.

The Lost Statements of Henry Hughes

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Last week we featured a mistaken Michelle Wie press release from the PGA Tour that went out by accident to members of the media. Well my sources in Ponte Vedra have unearthed two more Henry Hughes statements that never were emailed to writers.

“The PGA TOUR congratulates Phil Mickelson on his historic accomplishment of winning his third straight major at Winged Foot, becoming the first to do so since Tiger Woods in 2000. His quality of play over the final round is a testament to the level of performance and individual achievement found on TOUR. The PGA TOUR wishes him well in his attempt to win a fourth straight major at the British Open.”
And this one is a bit dated, but an understandable mistake:
"The PGA TOUR congratulates Thomas Dewey on his election as President of the United States. His quality campaign overcame Harry Truman's negative advertising and is a testament to the level of performance and individual achievement that is found every week in America, especially on the PGA TOUR."

Oops, Wrong Attachment

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Looks like the PGA Tour's Joan Alexander attached the wrong Henry Hughes statement on Michelle Wie's John Deere WD due to heat stroke:

Comment from the PGA TOUR on Michelle Wie making the cut at the John Deere Classic:

“The PGA TOUR congratulates Michelle Wie on her historic accomplishment in making the cut at the John Deere Classic, the first female in more than 60 years to do so on the TOUR. Her quality of play over the first two rounds is a testament to her high level of performance and individual achievement. The PGA TOUR wishes her well in her play this weekend.”

Henry Hughes
Senior Vice President and Chief of Operations PGA TOUR

Tarde: Wishes Distance Regulation Had Happened

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In his August, 2006 editor's column, Golf Digest editor Jerry Tarde lists his "Top 5 Wished They'd Happened" moments in golf. Number 5:

The USGA holding the line on distance in 1976, 1982, 1984, 1987, 1995, 1996, 2004, 2005, 2006. 

This, combined with his June Top 5 that included 4 ways to deal with distance (only one suggestion to do nothing), requires that I add Tarde to The List. I'm sure this will make his month.