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PHOTOGRAPH BY SCOTT LINNETT OF THE SAN DIEGO UNION-TRIBUNE
Libby (from top), Chloe Belle and Courtney Hooton display their magazine's inaugural issue in their Del Mar circulation department (aka the family's garage). Photograph taken July 2007.
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NEW MAGAZINE LAUNCHES FOR FEMALE YOUTH GOLFERS
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.
DEL MAR, Calif., May 31, 2007 — Making its premier this week, Golfer Girl Magazine is the first publication created exclusively for female youth golfers. The inaugural issue is 72 pages and will be distributed to all segments of the girls' golf market and to juniors participating in summer tournaments including the Callaway Junior Worlds, the International Junior Golf Tour, national U.S. Kids Golf tournaments, girls attending the David Leadbetter Golf Academy in Florida and the Stanford Golf Camp at Stanford University in Palo Alto, Calif. and to participants in the LPGA-USGA Girls Golf program.
The potential market for the magazine is estimated to be two million girls and young women. Included in this audience are about 1.5 million girls between the ages of five and 17 who are early in the learning curve and only play golf occasionally. The overall market includes another half-million girls who have never played golf but, according to a recent National Golf Foundation survey, report a strong likelihood they will learn and play the game. The most avid segment consists of 180,000 girls who play eight or more regulation rounds of golf a year.
The Summer 2007 inaugural issue features a cover story about the inspiring 15-year-old golfer, Mackinzie Kline. Every issue will include golf instruction specifically for girls by professional golf instructors Suzy Whaley and John Darling. Other features include interviews with top junior tournament players, as well as young women on the LPGA Tour, and special sections on physical and mental fitness. The magazine will incorporate educational features about the history of women's golf, junior tournament schedules tournament preparation and other topics such as rolling features about women who work in the golf industry - ranging from magazine editors to golf course architects.
“This is something that we have wanted for a long time” said editor and junior golfer Libby Hooton of Del Mar, Calif. Libby, her sisters Chloe Belle and Courtney, are among the top-rated female junior golfers in San Diego. With the girls’ input and through the efforts of their parents, Claude and Michelle, the magazine was conceived, created and published.
“We are very excited about having a magazine like this to help build the community of young female golfers.” said Megan Mahoney, Director of the Callaway Junior World Tournament, the largest international junior golf championships in the world. “We are happy to have the magazine available for our participants,” Mahoney added.
Golfer Girl Magazine will be published quarterly and have an annual subscription rate of $26. For more information visit www.golfergirlmagazine.com.
Media Contact:
Karen Moraghan
Hunter Public Relations
908/876-5100
kmoraghan@hunter-pr.com
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