Produced by River Publishing, the independent company with an impressive track record of consumer title success with a portfolio that includes Healthy, Sunday Times Travel and WeightWatchers swing will be produced by golfers, for golfers. swing hits american golf stores exclusively in the first week of May 2006.
Ed Axon, deputy managing director of River Publishing, was astounded by the huge gap in the market for a ‘readable’ golf magazine.
“We realised that there was no mainstream publication you could actually read from cover to cover. We started chatting to Andrew McDonald, business development director at american golf, and it became clear we could put together a magazine unlike any others currently out there, and offer golfers what they really want. We also realised that we could deliver it exclusively through american golf stores, thus cutting through the clutter and wastage of the UK newsstand.
“So swing was born. It’s made for today’s golfer, who loves the game but realises there’s always something new to learn. Open and frank, it reflects the way that golfers speak to each other when they’re on the course.
Commenting on this exclusive deal, Andrew McDonald for american golf said, “We are delighted with this agreement with River Publishing and it will further assist our strategy to provide golfers with everything that is essential to improve their game. We believe that ‘swing’ will provide a fresh approach to what is available to our consumers in the golfing market.
“Research shows golfers want a magazine that combines the best of instruction with loads of offers and interaction – swing satisfies all. Plus, it has all the latest news stories and analysis to bring you up to date on who’s hot and who’s not. Most importantly, it knows that golf is something we do for fun, so humour will not be boxed into its own defined section but be a running thread throughout. swing will always takes the game seriously, but never itself.”
swing will be edited by Martin Vousden, former editor of Today’s Golfer, launch editor of Golf Buyer and editor of the website www.scottishgolf.com The readers of swing will not just get the magazine for only £2.50 – well below any competitor price – but also exclusive offers and deals at all american golf stores – the leading golf retailer in the UK.
american golf www.americangolf.co.uk
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