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By Trevor Ledger in Golf on 24th Apr 2006 17:00
Statement to the golf industry
By Trevor Ledger (Ex-Editor of Golf Course News International)
I feel compelled to write something about GCNi, it might be sour grapes, if so, I apologise.
I had major concerns about what would happen to GCNi (Golf Course News International) once Seoul Nassau bought it as part of a package with Amenity Technology last year. It became apparent very early on that I was not going to last too long in my post as editor - the new owners wanted to move in directions that I was not comfortable with and believed would be detrimental to both the publication and the industry.
Having seen the first issue of the 'New look GCNi' I am filled with a mix of sadness and relief. Sad that a publication that I had been with for more than ten years could be destroyed in a moment of adolescent ignorance, relieved that I was booted out before I had my own name tarnished with this pathetic example of publishing.
I cherished GCNi and believed it to be the best international golf trade publication on the market; I now believe it to be nothing more than a Seoul Nassau marketing rag sprinkled with low-grade juvenile humour with no news content whatever.
If Craig Treharne (MD of Seoul Nassau) and his Seoul Nassau team really believe that this magazine reflects the core readership - Greenkeepers and range employees - then I would suggest that they actually go and visit these guys. This is 2006 where tending a golf course takes a highly educated professional, not some 'On the Buses' type operation with soft porn aplenty and slapstick efforts to outflank the boss.
I wish to make it absolutely clear that I no longer have anything to do with this magazine and will be advising my PR clients that to contribute editorial or advertising copy to GCNi would be very unwise.
It is interesting to note that:-
21.5 pages of advertisements were from Seoul Nassau or their suppliers (Signs and Designs is an offshoot from the Seoul Nassau stable so I've counted their ads too).
Nine 'stories' featured Seoul Nassau either directly or indirectly.
There was not one piece of real golf industry news that focused on what is actually happening in the industry outside of the egotistical Treharne world.
Having told a relatively interesting story about one man's fight against racism, Geoff Baker (GCNi Compiler/Editor) then chose to print a headline on the very next page referring to Chinese people as 'Chinks'. Splendid - regardless of it being a direct lift from the Times.
Horoscopes, enough said.
The fact that the post of editor has been made redundant becomes apparent when you notice that 'Compiler' Baker has printed his email address incorrectly in his Editorial (Compilorial?) and that the address for GCNI in Berkshire is presented in several different ways throughout the magazine.
It is a crying shame that a highly respected and award winning publication has been reduced to such a state. I am only glad that, in my opinion, advertisers will all pull their support and we won't have to see such a rag again.
Trevor Ledger
Read more articles in Golf,
by Trevor Ledger
or from April 2006.
There are 17 comments on this article
24 Apr 2006 by Anonymous
I wasn't realy impressed witht the publication.
24 Apr 2006 by woodward
Let's be honest, the magazine is trash. Offensive, insulting to the golf industry, sexist, badly written, self-publicising - OK, I'll stop sitting on the fence - the new mag is insulting to readers and what reputable advertisers like Toro must be thinking about supporting such drivel can only be imagined?
OK we all appreciate the female form (probably) but we also want to learn about the beauty and grace of landscapes that are transformed into sweeping and majestic golfing venues. That's our business.
GCNI was not a ground-breaking mag, but Trevor always livened it up with entertaining editorial - and it established it's place amongst an array of publications for this industry (Greenkeeper, Groundsman, Turf Professional, Pitchcare etc) all of which add a different dimension to our industry.
Maybe the publishers wanted to provoke such a response - if they did, let them have their five minutes of fame.
26 Apr 2006 by TonyatPan
I, like many others, received an email from Terry Dixon on April 10th which contained a media pack and front cover jpeg. Also, like many others, I receive countless spoof emails from Banks and Building Societies trying to get me to reveal my account details. This, thought, must be one of those and emailed Terry back to be sure the jpeg cover was a spoof. No, he proudly informed me, "The front cover of the magazine is not a spoof it was designed to grab peoples attention, so they would discuss the magazine and have a huge initial impact for the first new look issue. When you read the magazine you will find that its completely the opposite of sexist." Well 2 out of 3's not bad - the front cover was not a spoof; the magazine has certainly got people's attention; but not sexist, who's he kidding? Golf COURSE News? Surely it's Golf COARSE News more like! Every one of my Clients have binned the copies sent, and we have cancelled all space that we had booked for clients. What a shame; for the industry and for Trevor.
26 Apr 2006 by thedinga
I received a copy - had the phone call - not sexist, just re-launched to grab people's attention. Pah, not one iota of interesting info (apart from who the lady golfers where and how they are impacting the sport which any red-blooded male or sports fan would be interested in) but as an advertising medium - err, no. Drastically wrong. Apparently they have copies going all over Europe and the world - oh dear, even worse.
I binned it too.
26 Apr 2006 by Groundsmaiden
I echo Tony's sentiments. I rang Terry too thinking the front cover sent out with the media pack must have been a joke mock-up. Sadly it wasn't. It was appauling. Badly written and with no substance.
Smutty and sexist throughout although I have much, more more of a problem with the racist and homophobic comments. There's no place for that in any publication.
26 Apr 2006 by thedinga
Here here Ellie...that is why we all love advertising in Pitchcare (when Peter rings me back I will be booking an ad with him!)
No, it was offensive to not only women but all concerned - to think anyone would pay to have it is beyond me!
26 Apr 2006 by Groundsmaiden
I don't think they do pay for it James. GCNi's new 'Women's Editor' said in her article "Sex sells after all - look at the cover of this magazine!". Strange....I didn't see a cover price. Seems to me they can't give it away!
27 Apr 2006 by Barry Pace
Ditto all above....When I read it at first I thought it was a poor late April Fool joke.....but it wasnt..........
wont rush to scan the next copy if it ever appears
Plastic.... it's The End I tell you... THE END!!!!
28 Apr 2006 by Anonymous
Do you think in the next edition they will apologise for the offence caused?
28 Apr 2006 by CAPSTAN
THANKS FOR YOUR COMMENTS HERE, I SHALL REPRODUCE THEM ALL IN THE NEXT EDITION OF GCNI. BY THE WAY, QUEEN VICTORIA HAS DIED.
BEST WISHES,
GEOFF BAKER
EDITOR GCNI
28 Apr 2006 by TonyatPan
Well, that just about sums up the book as it is now. Mr Baker completely misjudged the industry he was coming into and now chooses to ridicule rather than listen.
28 Apr 2006 by CAPSTAN
DEAR TONYATPAN,
IT IS WONDERFUL TO BE LECTURED BY THE PR PERSON WHO PENNED THE INSIGHT "THE PARTIALLY-CLOTHED WOMEN APPROACH HAS LONG GONE IN MARKETING CIRCLES". WHEN YOU COME BACK FROM LIVING IN SPACE, GIVE THE REST OF US A CALL.
BEST WISHES
GEOFF BAKER
EDITOR
GCNI
29 Apr 2006 by Pitchcare Peter
This is not a case of Victorian principles. Geoff, this is not the Music industry where smutty inuendo, sex and raunchiness has always had its place. This is an industry that is working hard, both on and off the turf, to raise its profile and its professionalism.
If you think the comments above are unwarrented then why are you responding so vehemently? Surely you will have done your market research first to find out if this type of publication is what the industry wanted and, therefore, should have confidence enough in your new product.
Time will tell who is right.
2 May 2006 by JudgementJay
Good Morning fellow spaceheads, It seems that one has created a little tension, so before you go and take your daily dose of organic slow release fertiliser, please, please, please,.. give me a few minutes to put you all in the picture. I have been designing for over 15 years and along the way I have picked up many awards for my work. I am surprised that a FEW of you seem to have the inability to entertain fresh thinking and well art directed design. Incompetence is a dangerous disease. You all forget one thing...If it is so bad then why are you all spending so much time gassing about it, sssh get on with your work.
Oh, yeh, one last thing. Elle... At this moment in time I am staring at a website which does not fit on my screen correctly, A logo designed in Helvetica plain (so 1985) and a colour scheme which resembles my grans plastic kitchen tiles. If you fancy a freshen up give me a call.
2 May 2006 by STAFF - John Richards Last edited 2 May 2006
Dear Judgement Jay - delighted that you have decided to become a Pitchcare member.
Can I first of all clarify that Ellie Tait has not been involved with the design of our website. Yes, we agree that the site does need freshening up, which is what we are doing at the moment. However, we are not going to be making any drastic changes. The site is currently attracting over 600 new members per month, a figure which confirms our position as the sports turf industry's leading online magazine.
Regards
John Richards
Operations Director
2 May 2006 by Lesley
As a female working in the industry, can I say that the current owners of gcni have ruined a good publication.
Reading the antagonistic remarks and character assasination of Ms Tait on the message boards and the insulting comments from Mr Baker and Judgement Jay, I would say that you've well and truly shot yourselves in the foot
In the bin for me-don't send another!
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