A Cramped (yet Panoramic) View

Here's what I figure.  There was a lady near hole #3's tee that tried to get us to sign up for something or other.  I was wearing khaki shorts and my USA Eagles rugby shirt, along with my favorite fishing hat.  The white glove on my left hand capped off the deal.  She said they were trying to find people to do a sort of golfing-survivor sort of thing and, if I lived in the area, I was just the sort of person they were looking for.  If I'd been wearing my wizard socks she probably would have fainted.

So she got the word out and they got their investigators on the job and found out who I was.  That's probably how we, Lynx Disc Golf Services, were awarded a free one year subscription to Golf Magazine.

The February 2001 issue of Golf is 172 pages, not counting inside of either cover, which means effectively 175 advertisable pages (naively assuming that they wouldn't sell an ad on their front cover).    I count 105 of those pages them having ads on them, which doesn't count the 14 pages of insert-style ads and the 8 page, 1/3 height booklet in there.  It does, however, count the Rolling Stone-esque blitz of 13 pages of ads in the first 16 pages of the magazine. Things get a bit fuzzy at one point because they have about a 20 page Special Advertising Section.  But for all practical purposes there are 127 pages of advertising in a 197 page magazine.  That's a lot.  (Whoops, looks like the little booklet is actually a list of their top teachers in the country, so that doesn't count.  Make it 119/197)

Now, of those 127 pages of ads, I count about 59 of them being directly golf related (meaning selling a golf club or balls or a resort/golf course advertising directly or something equally straightforward).  Which means 68 pages of non-golf advertising.  Without doing a direct count, I'd say 2/3 of the ads towards the front of the magazine and most (or all) of the high profile (2 page ads, inside covers, whatever) ads are non-golf.  They're cars and Kraft and Purina Puppy Chow (really).  They're outside money.  (Whoops, looks like that little booklet is just a list of their top rated teaching pros in the country, so we'll make it 119/197).

For comparison we look to the Summer 2000 issue of Disc Golf World News.  It clocks in at 75 advertisable pages, from which we have 35 pages containing ads.  In all these 35 pages we have a total of 3/4 of one page from non-disc golf companies.  The Alien has a half page ad and a quarter page ad.  All of our money is coming from inside the disc golf community, it's all cannibalized.  We've just started to see some sponsorship from outside companies, although I don't know how much of that sponsorship is money and how much is Coke (or whoever) giving a bunch of drinks.

Thing is, we're getting to the point where we'll have a critical mass of players and outside companies will want to sell to us.  Likely there will be an avalanche of advertising and it might be tough for your company to get its foot in the door. It's important to get started early so the future powers that be, the disc golf publishers, will think kindly of you and accept your money.  In light of that, I now invite multi-national mega corporations everywhere to send me bids on this spot right here --> _______________________________.   For the right price, it could be yours.

 

Doug's thoughts on nothing in particular