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BREAKING NEWS & VIEWS
Golf Digest Drives Content Into Golfer Utility AppFriday, August 17, 2012 The name of the game in mobile media is utility, not just content. Putting media in front of people at a specific moment of need is the real model for turning content into a  service for which people will pay. Golf Digest will power a new feature in the GPS—enabled GolfLogix mobile app that will give golfers access to video instruction, tips, articles and a personalized version of the magazine itself, even while they are on the course.Golf Digest Live goes with the golfer onto the course. Ordinarily GolfLogix is used by golfers to track their game with GPS precision. They can record not only scores but distances and get in return analyses of weaknesses in their game. With the new upgrade to the $19.99 app, golfers get Golf Digest branded enhancements. Users find tips and drills that are personalized to their needs. You can get videos about golfing rules, tips for certain shots and even golf jokes. Each player is served a personalized clubhouse in Golf Digest Live where they can access the content. The partnership also has a business model built-in. Golf Digest will bring sponsors with them into the app. Farmer’s Insurance and Nike are inaugural supporters. The partnership gives Golf Digest a sizable footprint among their target audience. GolfLogix says that it has 1.75 million members who access their utilities on smartphones. Getting content into apps that have already generated a sizable audience is one of the next big opportunities for magazines. Some brands have started distributing geo-aware content to location-based apps like foursquare, for instance. As we reported recently, W magazine has partnered with the photo editing app Hipstamatic by providing branded lens and film upgrades. Analysts increasingly discuss mobile as a series of “moments” in which content and marketing has the opportunity to help users satisfy specific tasks. This is a notion of media that vaults beyond traditional patterns of publishing and consuming. In these scenarios content providers need to anticipate how their data is put to best use at a specific moment of need. Indeed there are those times when people lean back simply to snack or consumer content on these devices. But mobilized content may find its greatest value to an audience when it can be there to solve a problem, serve a need, not just kill some time. If you have breaking news to share please contact min’s editors.
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