The Pellucid Perspective - August 2010 - (Page 2)

EDITOR’S DESK Why ANOTHER Golf Publication? By Jim Dunlap t first glance, this may not seem to be the optimum time we endeavored to decide if there was a market, perhaps even a in the evolution of our society, or our industry, to intro- need, for the type of publication we aspire to provide. We think duce a new golf publication. The printed word is rapidly there are both. joining the carrier pigeon, telegraph, teletype and a growing Without slinging arrows, we think most of the people who number of daily newspapers and consumer magazines as mere will become our readers are in the industry’s upper echelon in historical notes. On the other hand, words themselves have not terms of perception. We think most of you realize that many if disappeared; it’s just that they are increasingly located on the not most of the so-called “independent” trade publications are worldwide Web, or dispensed in 140-character tweets, primarily anything but that. In varying degrees, most of them and virtuby the younger set, semi-literate athletes or celebrities for whom ally all of the association publications deal in what is known 140 characters is generally too many. Or Dan Jenkins, much to as pay-for-play, with advertisers signing on with the tacit or explicit expectation that there will be eiY.E. Yang’s dismay. The above are some of the reasons why Since our publication ther a favorable story or other prominent editorial treatment in return for their paid the publication you are reading will be is dedicated excluadvertising support. That may make good available only in electronic form. There are some other reasons for offering it sively to the business business sense to those who indulge, but it will never be good journalism. The down electronically only, primarily the cost facof golf, we have con- side for you, the reader, is that when an adtor. Additionally, electronic publications reach their audience faster, allowing us to centrated on industry vertiser’s product or service receives favorprovide more up-to-the-minute news and able coverage, is it because it’s deserved, or trade publications analysis. is it merely checkbook journalism? That covers the way we will be presentSince first applying his analytical and as we endeavored to ing this publication to you. For some, the statistical expertise to the golf industry decide if there was a nearly a decade ago, Jim Koppenhaver more important question may be, why should I pay for and read yours instead of, market, perhaps even and Pellucid Corp. have ruffled some or in addition to, the ones that are already hide-bound golf industry feathers, but cluttering up my desk or my email inbox? a need, for the type of even critics would admit that he is right Excellent question, and one that goes dipublication we aspire far more often than wrong. In my previrectly to the heart of the reason that I, Jim ous life as editor-in-chief and senior edito provide. We think Koppenhaver and Jim’s Pellucid Corp. tor at Golf Inc. magazine, I admired his associate Harvey Silverman decided this willingness to challenge accepted precepts there are both. publication was worth trying to buck the and frequently dubious data that the golf falling tide of journalism in general, and industry previously swallowed as gospel. golf industry “journalism” in particular. As one who is neither an industry cheerThe major golf publications typically fall into two catego- leader nor someone beholden to any particular group of stakeries – industry trade or consumer magazines. Some, like Golf, holders, his research, analysis and conclusions are virtually, by Golf Digest or Golfweek, blur the distinction a bit with their definition, much more credible than others who may be encoverage of equipment, the PGA Tours and other competitive cumbered by either of those allegiances. golf, golf courses and their design, which appeal in some degree I am proud to lend whatever expertise, contacts and inside to both consumers and golf industry stakeholders. The industry knowledge I have gained in the last nine years to this effort, trade publications fall into two sub-groups – those produced by and to this affiliation with Jim and Harvey at Pellucid. I think associations such as PGA Magazine, the NGCOA, GCSAA, you will find our monthly insights, analyses, commentary and GCBAA, USGA and others, as well as those who are, or claim reporting a valuable tool in your strategic planning and ongoing to be, independent. golf business operations. Since our publication is dedicated exclusively to the business We look forward to informing and occasionally entertaining of golf, we have concentrated on industry trade publications as you in the coming months and for years to come. n A 2 The Pellucid PersPecTive AugusT 2010

Table of Contents for the Digital Edition of The Pellucid Perspective - August 2010

The Pellucid Perspective - August 2010
Table of Contents
Why ANOTHER Golf Publication?
Why ‘Affordable Golf ’ Is In Retreat
July Weather, Many Markets Beat by the Heat
Funds Preparing for Course Buys
Price Is Right for Building
Chicago Market Profile
Free Lunch for Harding Park
Win, Lose or Draw?
Virtual Golf and Soccer Marketing

The Pellucid Perspective - August 2010