Jim Nugent is one of the most respected and tenured media executives in the golf industry. He led the development of GolfWeek in the physical world, and with Global Golf Post (GGP), he will build another in the digital world.
Jim was successful in building Golfweek into a powerful media and marketing enterprise. He also managed the turnaround of PGA Tour Partners Magazine, generating record revenue and profitability during his tenure.
Jim counts the leaders of golf’s most respected organizations as trusted colleagues including top management of all major golf equipment manufacturers, PGA Tour, PGA of America, USGA, LPGA and AJGA.
An avid golfer, Nugent has served on the executive committee of Golf 20/20, the industry’s growth organization, since its in 2000. He has also been a member of the Board of Directors of the American Junior Golf Association since 1993.
How did you decide to launch Global Golf Post (GGP)?
I was paying attention to what was happening in the delivery of golf and sports news, particularly in newspapers and magazines. I saw more quality digital delivery that readers seemed to appreciate, and then realized that the trend was becoming irreversible. Clearly, this was an opportunity upon which golf could capitalize. Specifically, we could provide a truly digital-focused magazine with unsurpassed speed. We exclusively deliver Global Golf Post by Monday 7am Eastern time around the globe, almost a week before other conventional golf magazines. Most important, GGP concentrates on the golf’s global nature and the emerging global voice of golf. Frankly, the benefits seemed rather obvious to me.
What are the advantages of digital versus mainstream publication?
For readers, it’s two-fold. It’s the speed and the global nature I mentioned. Early Monday morning, they get a comprehensive report in a concise and compelling manner on golf competitions around the world. With competitive and conventional platforms, those readers have to wait for days for news. Golf, like the Olympics and other sports, is increasingly a global competition with a global following. The recent Accenture Match Play is a perfect example of this as the four semifinalists were international players. Golf has a global interest, platform for competition, marketing, promotion and excitement for the fans.
For the advertisers, GGP is a multi-media and dimensional platform, beyond banner ads and buttons (whose efficacy is being challenged). Our publication uniquely offers the impact of branding and product messaging provided in the print media with the measurability of the web. In GGP, you can run digital ad that looks like one with all the appealing photos, graphics, etc. We can combine that with digital features like video, flash animation, links to web sites and social media fan pages in addition to valued measurability such as clickthroughs, page views, etc.
What has been the toughest challenge to publishing?
Initially, our toughest challenge was producing this quality digital magazine in the advantageous time frame we intended and promised. During our initial production prototypes, we literally dedicated all of Sunday to meet our editorial content and production standards. We had six weeks to get out rhythm, and we all feel very comfortable with our product. Externally, we have gone from zero to 20,000 readers by the end of February. The challenge now is to scale up as soon as possible and getting readers to continue reading.
What makes you smile about GGP?
Frankly, it’s been the reaction from different quarters and from around the world. It’s been gratifying to hear positive response from outside the USA, particularly in Great Britain and Ireland. The head of the R&A has been encouraging to us. IMG offices around the glove have been equally supportive. The positive response has really come from all corners of the world.
Why has there been such positive response?
Golf journalism has been under siege with a retrenchment and elimination of different media outlets recently. Our team had a mission to draw a line in the sand and declare that golf journalism is not broken. GGP strongly believes that the delivery of quality golf reporting can be improved, and that the delivery method and speed matters. So instead of resisting or feeling threatened by the changing nature of golf journalism, we got our arms around, embraced it and are making it work. Most golf organizations associate a healthy golf journalism with a healthy sport, which it is, and that’s what I believe is the essence of this positive response.
What surprised you about the GGP launch?
How quickly people have supported us. GGP launched on January 11th and we’ve only produced six issues. We only had three issues before the PGA Merchandise Show, but golf business and organization people were sincerely congratulating and genuinely encouraging us. I didn't expect that as early as golf was coming 
out of hibernation then and we we’re barely we’re off the tee, so to speak. In the Spring, we're going to really show our stuff, so if you liked us in January, you're going to love GGP in May.
What are you doing to build readership?
First, we created a PR outreach to golf people “inside the ropes,” including golf organizations, media, executives, marketers and manufacturers to show them prototypes and tell them about Global Golf Post. That happened in November. In January, we added relationships with golf associations (e.g. AJGA) and encouraged them to enlist their members as readers. We then began promoting GGP on Facebook , where we got nearly 40 new subscribers every day of the week. We've done this through a special Nike “Golf Balls for A Year” promotion that we plan to run periodically to attract subscribers.
We’re getting close on signing partnerships with a major national golf retailer and an important golf media entity. We will continue to develop our potential with golf associations around the world (e.g. Golf Australia). We will create new strategies and tactics as our business evolves. We expect to be a serious media platform on a very quick time frame while delivering quality golf reporting in a fast, attractive and global manner.
