At the beginning of this year, magazine circulation was reported to decline 7.3% in 2024, as noted in this year’s ABC Consumer Report. Conversely, digital subscriptions experienced a robust increase of 20% during the same period.
This tells me that if you adapt to changing consumer preferences by offering tailored, value-driven content experiences, you have a good chance of succeeding.
I don’t dismiss the chance that, after extensive mobile and internet usage, we may increasingly yearn to hold the printed press, where we can enjoy the texture and scent of the paper.
This is why I’ve recently begun reading Monocle magazine, which is printed on high-quality paper and offers above-average content.
I came across two interesting examples in golf media that showcase innovative approaches. One is Depeche Golf, launched in 2024, which offers a subscription model with 3-4 issues per year.
In addition to classic subscription, it offers individual purchase options and includes a range of merchandise and artwork, enhancing the overall experience for golf enthusiasts.
Another great example is The Links Diary, which publishes three issues annually for £16.
This magazine skillfully intertwines storytelling with the essence of golf, honoring both the sport and the people who enrich its narrative through words, photography, and film, especially from the captivating fairways of Scotland and beyond.
The Links Diary – with over 14,000 copies sold to date – stands out as a collectible, representing a refreshing shift from contemporary media’s disposable nature.
Membership model
The Links Diary strategically employs a membership model to cultivate direct and enduring relationships with its audience.
This approach offers exclusive content and various benefits and fosters community among its members.
Both publications offer valuable contributions to the world of golf and cater to readers who appreciate depth and quality in their media consumption.
Eden Mill & The Golf Diary – partnership
Eden Mill St Andrews, an independent Scottish distiller, has established a new partnership with The Links Diary.
With the distillery located on the banks of the Eden Estuary near St Andrews now fully operational, Eden Mill is set to open its visitor center to the public in August.
This initiative aims to attract some of the approximately 600,000 tourists who visit the home of golf each year.
Furthermore, Eden Mill recently announced that its rebranded Golf Gin will be crafted using botanicals foraged from the renowned Old Course, recognized as the sport’s most iconic 18 holes.
This collaboration between The Links Diary and Eden Mill is designed to enhance outreach and provide members with bespoke events and experiences throughout the partnership’s duration.