Audience
Key Demographics |
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The Total Golf Tips® Media Group Audience is 2.0 Million Readers & Viewers The Audience Is 96.5% Male | 3.5% Female |
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Golf Participation |
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A Friend Was The Primary Influence For Them To Take Up Golf More Than Half Of Their Total Recreational Time Is Dedicated To Golf |
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How ‘Content and Environment’ Determine Audience Reader Surveys—More than Numbers: Academics tell us that all things can be “reasoned” using mathematic algorithms that describe their quantity, structure, space and change. Below is a fast Fourier transform algorithm, or FFT. This numerical lexicon describes a method to speed up computational processing, without which survey and demographic research would be as slow as an Abacus.
Statistics is a type of mathematics that deals with the collection, organization and interpretation of data. Reader Surveys, ABC Statements and Demographic Studies typically use statistical modeling to evaluate data. For the media planner, the key phrase above is “interpretation of data.” What’s inferred is that numbers alone do not tell the whole story; further analysis is needed to describe and understand that which is being counted. In Applied Mathematics, an “axiom” is a starting point for deducing or inferring other truths. The media world uses an axiom that says “Content Defines an Audience.” If we apply the mathematical model to this axiom, it’s incomplete—“Content” covers quantity and structure but it leaves out space and change—the ‘Environment.” With environment incorporated into the axiom, we can look at how they combine to cull out and influence an audience. Content: refers to the “Subject Matter” within a given media vehicle—its quantity and structure. Environment: describes the “Delivery Medium” for the “Content”—its space and change. Formulating a more complete axiom—“Content and Environment Define the Audience”—we can now deduce and infer other truths:
Therefore: We can say with mathematical certainty that: Content + Environment = Audience How Content and Environment Keep Golf Tips’ Audience Engaged Over the course of Golf Tips’ 20+ year history, we’ve learned a great deal about the category of golf. The most important facts being that: 1) it’s not possible to do a great job covering all subject matter of the game—instruction, tournament coverage, human interest stories, equipment, travel and news, and 2) golfers do not share an equal interest in all these categories. This knowledge created an opportunity for Golf Tips to effectively compete in what was otherwise an already overcrowded media market. Here’s how that has unfolded over the years: Content: By focusing editorial material on two interconnected subject matters—instruction and equipment reviews—golfers are provided a resource that concentrates on their most important need—improving their game. No other publication, either in print or online, limits its content as narrowly or as specifically for game improvement for all levels of play. The quantity of articles and the structure in which they are presented make the content unique. As such, Golf Tips quickly became the primary source for serious golfers to get their instruction and equipment information. Environment: Because the content is highly focused, the “feel” of the publication is also different. More text book than magazine, the environment reflects an academic tone. The articles are built on an educational foundation as opposed to one of entertainment. Absent the extraneous clutter, the overall space required to deliver the content is smaller and more efficient for the golfer. With an average of 100 rather than 300+ pages to wade through, the golfer has instruction on the first page of edit. And, until recently, no other publications provided any serious equipment coverage, never mind inform the golfer how choose the right products for their game. Audience: By focusing content and changing the environment, Golf Tips has been able to cull out an audience of the most serious golfers in the game. These golfers rely on GT as their primary source for instruction and equipment reviews. They can’t be reached as effectively or as efficiently by other means. They are as dedicated and loyal an audience as you’ll find. If you’re in the business of selling a product or service that will improve their game, then you should strongly consider the opportunity to engage this audience. Integrated Media: The advent of electronic publishing (websites, blogs, email, social media, et al), the so-called “new media,” can be combined with “traditional” media to create the opportunity for integrated media. In 1996, Golf Tips was the first in the category to take advantage of this by connecting the content of its print and electronic media. Articles in the magazine continued on GT’s website with additional articles, tips, drills and eventually video. What’s ironic is that magazine print publishers have been producing content electronically for decades—this is not “new.” What is of note and worthy of support is the connection between print an electronic mediums. The ability to use both forms to execute coordinated content is “new” and more powerful than the sum of its parts. Pundits from both sides continue to argue the relevance of “traditional” vs. “new media,” but what we all should focus on is how to integrate them for the benefit of the user and the advertiser. Both are relevant and vital for the user.
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