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Woody Allen was talking about a relationship and not a golf magazine, but the metaphor still applies: Like a shark that needs to keep moving in order to survive, things that stay too long in one place tend to grow stale, static and irrelevant. Which is why we’re so excited to unveil one of the biggest changes aesthetic in the 13-year history of the company: our most comprehensive and elaborate redesign ever. The project, helmed by Production Director Victoria Paré and our new Director of Design John Miller, builds on the foundation that we created more than a decade ago. We’ve always felt the magazine needs to be colorful, streamlined and filled with engaging graphics and photos. That won’t change. But the redesign does reflect the changing reader patterns that every print publication from the Wall Street Journal to Time Magazine is dealing with. To wit, readers do not have the time or patience to have to look for information. They want what they want when they want it. That’s even truer for a golf magazine that is generally picked up, and often read, at golf courses while people are waiting to tee off or otherwise strapped for time. By using simple, elegant designs and pulling out salient information so readers can get the gist of a story in a few minutes, more information can be delivered to the casual reader than ever before. The in-depth story is still there for readers to peruse at their leisure, but now someone pressed for time can get real value from the magazine. The need to deliver information as quickly and concisely as possible is imperative if print media has any hope of staying relevant in the era of the Internet and digital media. Miller, who has worked as art director and editor at several renowned publications, including Vanity Fair, HarperCollins and Esquire, is fully cognizant of this and, he explained to us, has factored in the growing impatience of readers accustomed to getting what they want with a few clicks of a mouse. “This goes beyond people’s online reading habits; they bring the same impatience to reading print,” he said. “Which means we have to take our cues from the web and TV and present content in a way that allows people to quickly scan pages — and whole publications — and absorb the most compelling content.” For instance, one of our most popular features is the Lesson Tee. By highlighting our instruction articles within a new section of the magazine, readers will know where to turn to gain valuable information from leading teaching professionals about their game. One thing that hasn’t changed is the quality and range of our content. We’ve long prided ourselves on well-written, engaging and information-laden features, profiles and reports. We continue to take that commitment to editorial excellence seriously. And, we continue to take seriously what has been our mission from the beginning: to publish the best regional golf publication in the country. The changes in our design will help us stay relevant, visually intriguing and, most important, a must-read for anyone who plays the game in Southern California. We’ve come a long way since 1995. And we plan on going even further in the years to come. SG |
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