The assignment was to develop a distinctive literary and arts journal that revolves around the beauty and mystery of golf. Turner & Associates first worked with the society’s board of directors to create a marketing plan, sponsorship program and business model. The plan calls for the journal to be profitable after the fourth issue.

The creative team introduced the idea of commissioning leading illustrators who had never before worked on anything related to golf, reflecting an approach that is quite different from most golf publications. For issue number one, we selected Mohawk Paper, in part because of the environmental benefit. Cenveo/Anderson Lithograph was engaged because they have made a sustained commitment to recycling all waste products from the printing process.

A PR campaign was rolled out, and the journal was featured in international media; it was hailed by critics as a success. It has won several design competitions, and the society’s membership ranks have increased by 11 percent. Herb Kohler, of the Kohler Company, made a public announcement that he was behind it and would help see it off the ground.

The question remains whether enough people read anymore. The society believes that more will if they have something worth reading.