Publisher's Note

A message from Rafael Martinez

by Rafael Martinez

Just so you know that the struggle never ends, I’d like to share the contents of some correspondence I wrote to a potential advertiser who doesn’t believe in you as a reader:

Dear ———:

Thanks for your kind words about our publication. While I appreciate your candor, I’m compelled to point out that The Green Magazine is in fact the premier golf publication of the affluent multicultural community. As you know, while golfing expenditures have rapidly declined among traditional consumers, wealthy minorities have greatly increased their presence on courses all across the country and their dollars, now more than ever, help to keep the industry afloat. These affluent minorities are rapidly becoming the new face of the golfing mainstream.

What that means is that The Green’s attention to these readers makes it no more a “fringe publication” than any of the so-called “core” magazines you mentioned. We have in fact become so integral to the industry and its continued growth that the PGA, LPGA GCSAA, The World Golf Hall of Fame are now partnering with us to shape the most widely heralded diversity initiative the industry has ever seen. Among other things, we are working to develop a communications platform that speaks specifically to the multicultural consumer because these organizations recognize our readers’ invaluable financial and cultural contributions to the game.

Moreover, I assure you that our readers would be more than a little insulted to discover that a brand as widely supported as yours considers them a “fringe” segment. This may be of little consequence to you, but we have received numerous letters from our readers asking why so little of our advertising specifically targets them. What we would like to be able to tell them is that corporations such as yours are anxious to seize the incredible opportunity their interest represents.

Now, having said all that, I must also say we understand that we’re all facing difficult economic times. Still, we’re hopeful that you will give our readers the appreciation and respect they deserve. No matter how much you’ve scaled back on print advertising, now is the time to prove to the multicultural community that at your company their interests and passions are a top priority.

Here are some questions I hope you will seriously consider: 

• How long will our readers’ spending power and love for the links continue to be overlooked by corporations that gain substantial revenue from them each year?
• The rest of the industry sees the handwriting on the wall, so how is it that an industry leader such as your company does not?
• Thanks for your time. I look forward to your feedback.

So there it is; in our fifth year of publication we are still having conversations about proving ourselves. Thankfully, we don’t have such challenges with you. This issue includes some powerful new voices reflecting on generational blessings, deals and steals to consider when hunting a membership and an awesome time with NBA superstar Vince Carter.

As always, please be sure to read, think and let us know what we can do for you.

Rafael Martinez