2021 MEDIA KIT - LINKS Magazine
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2021 MEDIA KIT Sheep Ranch
MISSION
STATEMENT
There’s a big beautiful world of golf out there, and the
smartest way to explore it is through LINKS Golf
Media, where you’ll always find “The Best of Golf.”
No matter where your wanderlust may take you or what
your interests are, we’re there as your caddie and
concierge, your counsellor and companion to the finest
courses, resorts, and golf communities as well as issues,
interesting people, and ideas. Whether it’s in print,
online, or in podcasts, LINKS delivers practicable
information, guidance, and delight, through the game’s
best writers and the jaw-dropping photography that is
our trademark.
GEORGE PEPER
Editor
Streamsong Black, Bowling Green, Fla. (photo by L.C. Lambrecht) LINKS Golf Media 2021 MEDIA KIT 2
PORTFOLIO
PRINT
• LINKS MAGAZINE - 110,000 Circulation (70k Eastern, 40k Western)
• PREMIER PROPERTIES GUIDE - 60,000 Circulation
E-PROGRAMS
• LINKS INSIDER NEWSLETTER - 60,000 Distribution
• CUSTOM BLASTS - 35,000 Distribution (Regional Available)
• SPONSORED BLASTS - 35,000 Distribution (Regional Available)
CUSTOM
• PUBLISHING
• VIDEO
WEBSITE
• 70,000 Average Monthly Uniques
• 117,000 Average Monthly Sessions (Weekly Takeovers Available)
PODCAST
• 12 EPISODES PER SEASON
2019 Media Kit LINKS Golf Media 2021 MEDIA KIT 3
THE GOLF LANDSCAPE
Rounds played are up 6% over 2019 THE NEW NORMAL
Junior golf is up significantly and growth seen for GOLF HAS EXPERIENCED STRONG GROWTH DURING THE
beginner and returning golfers PANDEMIC AS IT IS ONE OF THE ONLY SPORTS THAT
PEOPLE WERE ABLE TO PLAY
The increase in golf participation has led directly to a
significant growth in sales of golf equipment and products
beginning in May GOLF’S CURRENT KEY
• Highest 3rd quarter in sales ever—more than $1 billion DEMOGRAPHICS ARE THE
• E-commerce purchases have increased dramatically LINKS AUDIENCE
Generation Golf (Gen G), a hybrid of GenX and Baby Boomers (age
45–65), is golf’s most important target. They represent 34% of all golfers
(8 million) and are strong spenders across the board—38% of all golf
fees; 37% of equipment. In total, they spend $9 billion per year on golf.
V++++
Baby Boomers represent $2.5 trillion in buying power and will continue to
drive U.S. spending for the next 5–10 years
Golf and wealth are closely linked: As income rises, so does golf
participation
• Participation rate for individuals with $150k HHI is twice as high as
those in the $50k–$70k range
• Average HHI of golfers is $96k versus $52k for all Americans
The affluent golfer:
• Desires to be victorious on and off the course
• Luxury purchases seen as a victory
• Demand excellent products as their HHI increases
• Informed purchases with a personal experience are preferred
Sources: NGF and VISA
Sand Valley, Nekoosa, Wis. (photo by L.C. Lambrecht) LINKS Golf Media 2021 MEDIA KIT 4
LINKS
AUDIENCE
$253,000
AVERAGE HOUSEHOLD INCOME
$153,000
MEDIAN HOUSEHOLD INCOME
$2,500,000
86% 92% 85%
AVERAGE TOTAL ASSET VALUE (Excluding Principle Residence)
$2,000,000 MALE MARRIED COLLEGE EDUCATED
MEDIAN TOTAL ASSET VALUE (Excluding Principle Residence)
14% 55
FEMALE
62% MEDIAN AGE PROFESSIONAL /
MANAGERIAL
AUDIENCE
ENGAGEMENT GOLF HABITS LIFESTYLE
Read nearly every or all print issues …………………………………………………… 76% Average days of golf per year ………………………….. 70 Take 3 or more golf trips each year ………………………. 44%
Readers more likely to consider a brand that they saw in LINKS …………………… 67% Play 100 or more rounds a year ……………………..… 27% Spend $5,000 or more on
Average readers per copy ……………………………………………………………. 3.25 Private club member …………………………………….. 73% golf travel each year ……………………………......... 38%
Readers who took one of the following actions in past 12 months Belongs to 2 or more private golf clubs ………………. 19% Plan to purchase golf real estate ………………………..... 22%
based on reading LINKS or LINKS’s digital products Current median handicap ……………………………….. 12 Those planning to purchase golf real estate
• Visited an advertiser’s website ……………………………………………………….. 87% Have a handicap of 10 or less …………………….. 42% in next 2 years or less…………………………………. 52%
• Called or emailed an advertiser ……………………………………………………… 22% Have been custom fit for clubs ………………………… 78% Plan to purchase or lease a vehicle in next year………... 25%
• Visited a real estate development ……………………………………………………. 18%
• Purchased property at a real estate development …………………………………… 3%
• Visited a resort …………………………………………………………………………. 55%
• Referred info to friends, family, etc. …………………………………………………. 59% Source: LINKS Subscriber Study
Reynolds Great Waters, Eatonton, Ga. (photo by Evan Schiller) LINKS Golf Media 2021 MEDIA KIT 5
LINKS
AUDIENCE
The dynamics of golf travel have been
affected quite directly by the pandemic.
International trips are next to nonexistent in
the short term for various reasons (concern for
safety, closed borders, etc.).
In many cases, golfers are opting to drive to
their destinations rather than fly.
• 76% of golf travelers are willing to drive MEDIA HABITS
4+ hours to their destination Preferred choices for reading about golf
• One-third of core golfers indicate they’ll • Print…………………………..……………………………… 83%
• Digital ………………………..……………………………... 47%
drive 8 hours each way
• Digital Magazines …………………………………………. 30%
As such, golf resorts should expand their • E-Newsletters ……………………..………………………. 26%
geographical targeting beyond their normal • Facebook ………………………..…………………………. 4%
• Twitter………………………..……………………………… 3%
“feeder market” delineations. • Instagram………………………..…………………………. 3%
GOLF TRAVEL
Number of golf trips typically taken each year Golf travel preferences Where LINKS readers plan to travel in next 3 years (top 10)
• 1–2 ……………………..………………………..………….. 56% • Like to stick to well-known resorts/courses ……………. 63% • Southeast …………………………………………………… 55%
• 3–5 ………………………..…………………………………. 35% • Like to play hidden gems …………………………………. 62% • United Kingdom ……………………………………………. 38%
• 5 ……………………………………………………………… 9% • Like to be among the first to visit • Arizona ………………………………………………………. 37%
a new resort/course ……………………………………….. 26% • California ……………………………………………………. 34%
Amount typically spent on
• Pacific Northwest ………………………………………….. 33%
golf vacation each year When researching travel, LINKS readers
• Southwest …………………………………………………… 31%
• $0–$3,000 ………………………………………………….. 38% find the following resources helpful
• $3,000–$5,000 …………………………………………….. 24% • Websites ……………………………………………………. 91% • Northeast ……………………………………………………. 29%
• Midwest ……………………………………………………… 27%
• $5,000–$10,000 ……………………………………………. 20% • Print ads …………………………………………………….. 86%
• Hawaii ……………………………………………………….. 25%
• $10,000–$15,000 ………………………………………….. 9% • Digital ads ………………………………………………….. 79%
• Mid-Atlantic………………………………………………….. 23%
• $15,000+ ……………………………………………………. 9% • Travel-related editorial ……………………………………. 79%
• Direct mail ………………………………………………….. 53%
• Travel agent ………………………………………………… 50%
• Social media ……………………………………………….. 37% Sources: NGF and LINKS Subscriber Study
Tralee, Kerry, Ireland (photo by L.C. Lambrecht) LINKS Golf Media 2021 MEDIA KIT 6
LINKS The increased level of golf
participation coupled with the fact
that a majority of people are now
AUDIENCE
telecommuting (and in many cases
may never return to a regular office
situation) have led people to
move out of cities.
They are joining golf clubs in droves
REAL ESTATE and purchasing homes at premier
Own a second home …………………………………………………………. 29% clubs across the country.
Planning to buy a second (or additional) home ………………………….. 22%
If so, when do you plan to purchase?
Next 6 months ………………………………………………………………… 4%
Next 12 months ………………………………………………………………. 14%
Next 2 years …………………………………………………………………… 34%
Next 3–5 years ……………………………………………………………….. 48%
If so, in what price range?
Under $250k …………………………………………………………………... 11%
$250–$500k …………………………………………………………………... 47%
$500k–$750k ………………………………………………………………….. 23%
$750k–$1 million ……………………………………………………………… 9%
$1 million+ …………………………………………………………………….. 10%
When considering real estate purchases, LINKS readers find
the following resources helpful
Print ads ……………………………………………………………………….. 67%
Real estate community websites ………………………………………….. 62%
Digital ads …………………………………………………………………….. 60%
Online real estate databases
(e.g. Zillow) ……………………………………………………………………. 60%
Real estate agents …………………………………………………………… 60%
Real estate editorial …………………………………………………………. 51%
Direct mail …………………………………………………………………….. 40%
Social media ads …………………………………………………………….. 25%
Readers who took one of the following actions in past 12 months
based on reading LINKS or LINKS’s digital products
Visited a real estate development …………………………………………. 18%
Purchased property at a real estate development ………………………. 3%
Sources: NGF and LINKS Subscriber Study
DC Ranch, Scottsdale, Ariz. LINKS Golf Media 2021 MEDIA KIT 7
EDITORIAL CALENDAR
AD ADVERTORIAL MATERIALS IN
TIMING PRODUCT THEME
CLOSE CLOSE DUE HOME
2021
PREMIER
JANUARY
SPECIAL PROPERTIES Annual Real Estate Guide 11/11/20 NA 11/23/19 1/11/21
ISSUE GUIDE
2021 What Technology Means for Golf
FEBRUARY LINKS Ultimate Unpassable Golf Quiz
1/8/21 12/21/20 1/11/21 2/6/21
WINTER MAGAZINE Dynamite Golf in Idaho
ISSUE England’s Midlands
2021 Augusta’s Out of Room
APRIL LINKS Time to Join a Private Club?
2/24/21 2/10/21 2/26/21 4/1/21
SPRING MAGAZINE Sand Valley
ISSUE Bunker Styles
2021 Old Tom Morris at 200
JUNE LINKS Masochist’s Top 25
5/10/21 4/26/21 5/14/21 6/12/21
SUMMER MAGAZINE A Kidd's Education
ISSUE The Shadow Rota Courses
2021 Netherlands Golf
OCTOBER LINKS Who Redoes Whom?
8/25/21 8/11/21 8/27/21 10/1/21
FALL MAGAZINE Alberta/Banff
ISSUE Golf and Breweries in the NE
2022
PREMIER
JANUARY
SPECIAL PROPERTIES Annual Real Estate Guide 11/12/21 NA 11/22/21 1/10/22
ISSUE GUIDE
LINKS Golf Media 2021 MEDIA KIT 8
E-NEWSLETTERS
LINKS Insider reaches 60,000
opt-ins each week with an
average open rate of 52%
MONDAY &
PREMIER FRIDAY EDITIONS
PARTNERS
• PREMIER AND FEATURED PARTNER UNITS
• Photo, 50 words of copy, and link
to designated landing page
• Average ROI of 400–500 clicks SUNDAY EDITION
• ONE PREMIER PARTNER UNIT—
EXCLUSIVE ADVERTISER
FEATURED
PARTNERS
• Photo, 30 words of copy, and link
to designated landing page
• Average ROI of 150–200 clicks
LINKS Golf Media 2021 MEDIA KIT 9
CUSTOM
& SPONSORED E-BLASTS
CUSTOM SPONSORED
BLASTS BLASTS
• Customize your • LINKS will write and design
message to our an Insider Blast, with client input
national LINKS and approval, that will include a
opt-in subscriber 300-word article, photo, and link
audience of 35,000 to the desired landing page
affluent golfers
• Provides a voice of authenticity
• Other packages “From the Editors of LINKS
available (Eastern and Magazine”
Western Regions) • Blast can be sent to our
national, eastern, or
western database
30-40%*
OPEN RATE
1.5-2.5%
CTR
*Depending on quantities sent
LINKS Golf Media 2021 MEDIA KIT 10CUSTOM
PUBLISHING
IMPACTFUL AND
TARGETED MARKETS
CUSTOM
FEATURE
The award-winning writing and
photography you’ve come to expect
from LINKS are made available to you
to capture the essence of your club.
LINKS will bring your club’s distinctive
story to life through a high-quality print
publication mailed to select
subscribers. A variety of options are
available to best represent and market
your club to prospective targets.
Clients can customize their desired
circulation to be polybagged with an
issue of LINKS.
LINKS Golf Media 2021 MEDIA KIT 11CUSTOM PREMIER VIDEO
LINKS OFFERS CLUBS THE OPPORTUNITY TO CREATE CUSTOM,
ENGAGING VIDEO CONTENT
THE CORE UPGRADE PACKAGE
CONCEPT PACKAGE PACKAGE REQUIREMENTS
A dynamic program from LINKS • 3–4 minute video incorporating • Flyover videos of 18 individual holes • Script written by LINKS staff with client
that brings your club to life through drone footage and photography • Course hole videos will be provided to input and approval*
• Featured on LINKSMagazine.com client for use on own web properties • LINKS selected photographer to shoot
beautiful drone footage and eye-
• The property owns the rights to • The property owns the rights drone flyover video (Fly By Films)
catching photos with music and
final cut to final cut • LINKS still photographer will be provided
narration at an additional cost (L.C. Lambrecht
Photography)
*Client has two opportunities to review final video and provide changes. Estimated completion 45–60 days.
LINKS Golf Media 2021 MEDIA KIT 12Custom Blast
Print single page advertisement
CUSTOM
CREATIVE
LINKS OFFERS CLIENTS THE
OPPORTUNITY TO CREATE CUSTOM
CONTENT FOR USE ON ALL LINKS
PLATFORMS AND BEYOND
CREATIVE
DIRECTION
Advertising and marketing is ever-evolving,
and the creative can make or break a
campaign. We can develop dynamic
products best suited for your target customer
and also create new branding that’s perfect
for your marketing messages. Our team will
develop, design, and produce creative for all
platforms, both print & digital. Contact your
sales representative for pricing.
LINKS Golf Media 2021 MEDIA KIT 13Streamsong Resort
SUBSCRIBER
EVENTS
LINKS WILL WORK WITH SELECT
PARTNERS TO DEVELOP PREMIER
SUBSCRIBER TRIPS/EVENTS
Current partners include:
• PerryGolf
• Casa de Campo
• Streamsong Resort
Annual Advertising Commitment Required
Casa de Campo
Perry Golf
Streamsong Black, Bowling Green, Fla.; Teeth of the Dog, Dominican Republic (photos by L.C. Lambrecht) LINKS Golf Media 2021 MEDIA KIT 14LINKS
SALES & MARKETING
JACK PURCELL
PRESIDENT / PUBLISHER
(843) 842-6200, ext. 215
jpurcell@linksmagazine.com
JOHN SWAIN CRIS HAYES
VP / EASTERN ADVERTISING VP / WESTERN & MIDWEST ADVERTISING DIRECTOR
(203) 304-1927 (310) 804-0562
jswain@linksmagazine.com chayes@linksmagazine.com
CATHIE KANUIT
CALIFORNIA / ARIZONA
(310) 804-0562
ckanuit@linksmagazine.com
For pricing and package information, please contact your sales representative
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