San Diego Golf Family Spearheads Niche Publication
DEL MAR, Calif., January 15, 2008 – Golfer Girl Magazine, the first publication created exclusively for female junior golfers, has reached the one-year milestone by publishing its third issue (Winter 2007). The magazine is featured in the new product center of this week’s PGA Merchandise Show in Orlando.
Along with a growing subscription base, the magazine is distributed to all segments of the girls’ golf market, including tournament participants, students at golf academies and participants in the LPGA-USGA Girls Golf program. A significant pass-along readership by parents, coaches and teachers augments its current circulation of 10,000.
Claude and Michelle Hooton of Del Mar, Calif. are the publisher and founders of the magazine and the parents of the three daughters who inspired it. The Hootons are determined to lead the magazine through its next growth spurt.
"Our goal is to reach a circulation of 100,000 and with renewed emphasis on family time, involvement of grandparents in their grandchildren’s lives and an exciting group of young women golfers on the LPGA Tour, we feel Golfer Girl Magazine is well positioned for the future. We’ve been buoyed by the support of our advertisers and advisors and most of all, by the excellent reception from the golf industry.”
Support for the magazine parallels growth among junior golfers and girls, in particular. According to 2007 surveys, the National Golf Foundation (NGF) reports that about 1 million girls between the ages of 6 and 17 play golf on regulation courses. Girls represent about 19 percent of all junior golfers (on regulation courses) — a jump in percentage compared to the historic girl-boy golfer ratio of 16 percent. Interestingly, among 6-11 year old golfers, 60 percent are girls. The market size doubles when another 1 million girls who use golf ranges and short courses for their first learning experiences are added to the segment along with the girls in the World Golf Foundation’s National School Golf and The First Tee programs. On the merchandise side, according to a 2007 NGF survey, 21% of kids spent more than $100 on golf clubs in 2006. And, when green fees are added to the mix, about 8% of junior golfers (girls and boys) spend more than $500 annually on the game.
The magazine has attracted the interest of the LPGA Tour. LPGA player Natalie Gulbis debuts as a playing editor in the latest issue, with a two-page diary and photo spread. Gulbis joins fellow LPGA player Brittany Lincicome and teaching professional Jacqui Nicoletti-McSorley. Suzy Whaley, PGA and LPGA Professional among her many credits, is also an Advisor to the magazine. She writes a Suzy’s Cues column in each issue. Her daughter, Jenn, writes the very popular Jenn’s Embarrassing and Interesting Moments feature.
The current issue features a cover story, written by 16-year-old editor-in-chief Libby Hooton, about three inspiring junior golfers from Southern California who have been friends since childhood and now are in the top five of nationally ranked players for their respective graduating classes. The fall issue featured Alexis Thompson who made history at the 2007 U.S. Women’s Open as the youngest women to qualify for the Open in its 62-year history – in an Open where 16% of the field were teenagers.
Fashion is a key element in the magazine. A 10-page photo spread features a variety of apparel, footwear and accessory advertisers, modeled by real junior golfers.
"For our first issue, we had to struggle to set up suppliers to the fashion shoot,” reports Michelle Hooton, “but now the calls are coming in. We love it. All of our photos are shot with real junior golfers – friends of friends of our own daughters. It’s not always easy doing it this way, but I think it increases the appeal and authenticity of the magazine to the readers – real girls who love to play golf." The candid photos on the Your Space page reinforce the magazine’s image that it is for girls and by girls.
Other content in the editorial lineup includes practice tips and fitness tips. Two other sections have turned out to be important regulars: Careers in Golf for girls who wonder just where golf can lead if they don’t want to go on the Tour or become an instructor, and the College Corner where Libby Hooton interviews inspiring young student-athletes who play on their college teams.
“Our family is getting a real education in publishing and the golf business,” said Libby Hooton, who along with her sisters Chloe Belle and Courtney, are among the top-rated female junior golfers in their age classes in the country. With the girls’ input and through the efforts of their parents, Claude and Michelle, the magazine was conceived, created and published.
“We’re hoping to increase circulation in the year ahead,” said Claude Hooton, “by offering bulk discounts to facilities wishing to distribute to their junior golfers, saturating golf camps and working closely with the golf industry as a whole.”
Hooton plans to take advantage of the PGA’s Family Golf Month (July) which now incorporates the NGCOA’s Take Your Daughter to the Golf Course Week and a new “Bring Your Kids to the Range” promotion. In addition, future editorial content will include family travel and resort showcases, as well as equipment-buying tips.
Golfer Girl Magazine is published quarterly and has an annual subscription rate of $26. For more information visit www.golfergirlmagazine.com . Nancy Berkley, Chair of the Advisory Board of Golfer Girl Magazine, has assisted the Hooton family in bringing the magazine to fruition. Well-known in the industry as an expert on marketing to female golfers, she may be contacted at www.berkleyconsulting.com for more information about the market or the magazine.
Contact:
Karen Moraghan
Hunter Public Relations
908/876-5100 or 908/963-6013
kmoraghan@hunter-pr.com
www.hunter-pr.com
