The A5-sized title, priced £1.50, will be distributed in golf ranges from this September.
The publishing arm of Cooler Media is hoping to tap into the current interest for golf magazines – the most recent set of ABCs revealed four of the five bestselling sports titles targeted golf fans.
Cooler Publishing is angling the magazine at the million or so golf driving range users in the UK, a segment previously ignored by publishers.
Range will have an initial print run of 40,000 – to contrast with the 105,050 recorded by market leader Today’s Golfer (Emap) – and will be distributed mainly at golf ranges.
The magazine will offer practical information about golf, tuition from the world’s greatest golf coaches along with tips, news, statistics, reviews, reader offers and competitions.
Cooler Media’s strategy follows the lead of publication Golf International which recently reported its circulation had been boosted by the trial of new distribution channels such Volvo dealerships, and airlines BA and Lufthansa.
Mark Mattocks, a partner at Cooler Publishing and director of Range, said: “Predominantly, range users are affluent young and middle aged men and we’ll be reflecting this in the magazine content.
“We believe we’ve created a refreshing look at their beloved world of golf, and we aim to do it from their perspective as golf range users.”
Colin Jenkins, editor of the golf range industry publication Golf Range News, added: “It is most encouraging to see the industry develop to a stage where there is a consumer magazine for the golf range user.”
Cooler Publishing is the magazine publishing arm of Cooler Media, which has recently opened up golf ranges to advertising from the likes of British Airways, Jaguar and Renault.
By Valerie Vidal
This article was first published on Media Week