Kevin Cook had been editor of Golf Magazine for only a couple of days before the publication's August issue closed, but he nonetheless felt compelled to make a change right before press time.
Unsatisfied with the image of a sedentary and expressionless Sergio Garcia that was set to grace the cover, Cook replaced it with a photo of a more determined Garcia hitting a ball, and lots of sand, out of the bunker.
With that decision, Golf readers caught a glimpse of what to expect from a publication that culminated its editorial search with the hiring of Cook in late May.
"Golf is a dynamic game, and we can present it more dynamically," Cook said. "I want to have some arresting images."
Cook gets his first shot at making his full presence felt with the September issue, which will debut several changes to the publication that ranks No. 2 among golf magazines. Cook said the issue will feature a cover story by David Feherty on the effects of power on the game, and that the cover photo of an unnamed PGA Tour player in action will be eye-catching.
"It's going to stop some people as they go by the newsstand," Cook said.
Cook's hiring ends a rare period in flux at the top of Golf, whose editor-in-chief for 25 years, George Peper, retired in October.
Action covers will be a staple of the Cook era, along with a greater focus on personalities, Cook said. (Cook's other contribution to the August issue was a photo inside of U.S. Open champion Jim Furyk with his wife and baby.)
Cook has brought in three new writers to help carry out his vision, hiring Cameron Morfit from Sports Illustrated, Connell Barrett from Time Out New York and travel writer Scott Gummer.
The July issue of Golf boasted 95 ad pages; the August issue features 107, according to a Golf spokesman. That compares with 89 pages and 108 pages, respectively, for the same months last year, according to the Publishers Information Bureau.
Through August, ad revenue was $111 million, up 12 percent over the first eight months of 2002, when the magazine generated $99 million in ad revenue, according to PIB.
Golf Magazine, with a 1.4 million circulation, sits in second place in one of the most competitive battles for market share in the magazine industry. Golf Digest is the industry leader, with a 1.55 million circulation.
Golf Magazine is published by Time4 Media, a subsidiary of Time Inc. Golf Digest is owned by Advance Publications, parent company of SportsBusiness Journal.
