With the increasing popularity of Golf, India Today Group's Business publishing division is seriously contemplating to launch a Golf magazine in coming months. Though not confirmed, the India Today group officials have been discussing this with the publishers of the leading international magazine, Golf Digest.
Though Barun Das, GM- Marketing, Business Publishing, India Today Group confirmed the development and their discussions but refused to divulge any information, as some details are still being finalized.
This would be the second launch in the last couple of months by the Business Group, the first one being Smart Inc. Though the name of the magazine is yet to be divulged, the new magazine could be christened as Golf Today. This seems to be decision, which has been accelerated with the growing popularity of Golf in India. In the recent past the phenomenal popularity of Golf can be evidenced by the increasing amount of Golf events like HT Golf 2002, Hero Honda Masters 2002, Women's Era & ITDC's Winter Golf 2002, BT - Am Ex Pro AM 2002, The Royal Challenge Indian Open and the coverage on television and media has led companies in all manners of industries to recognize the value as sports sponsorship as a powerful means of brand promotion. And this could be cited as one of the reasons for the launch of the Golf Magazine by the India Today Group. Till recently the India had only one Golf magazine called Golf line.
Speaking with exchange4media earlier Rishi Narain, Director, Golf Business-South Asia of IMG had said that increasingly media marketers are utilizing Golf as a strong medium for building the brand name and forecasted a 50% growth in the coming year in the number of Corporate sponsored Golf tournaments.
It is very clear today that Golf is an opportunity, which the marketing professional can't afford to ignore at all. It delivers a very niche audience comprising mostly of decision makers and people who have a very high influence in whichever environment they operate in and that too very effectively and to cash on this effectiveness of Golf as a sport, India Today's "Golf Magazine" seems to be hitting the iron at the right time.