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BREAKING NEWS & VIEWS
SI Golf Group’s Front9 for iPad Takes a Golf Lesson from EW’s ‘Must List’Monday, April 18, 2011 If Sports Illustrated Golf Group’s new Front9 app for iPad looks a good deal like Entertainment Weekly’s .PNG) popular ‘Must List’ on the same platform, the resemblance is intentional. The publisher of Golf magazine and Golf.com takes an interactive page from the sister pub at Time Inc. by using its engine to power very different content. Front9 puts on a single, attractive page of tiles the top nine golf-related stories, product news, games, apps, travel tips editors feel golf fans need to know that week. Each story clicks through to details, related Web sites, buy buttons, etc. The content is refreshed each week.“Our editors had the thought that there were nine things you would want to know each week about golf, and that this could be newsy but also offer a diversity of topics,” says SI Golf Group Publisher Dick Raskopf. The content covers a little bit of everything. This week’s refresh reflects on the dramatic Masters tournament as well as putting tips for a struggling Tiger Woods, a review of the best GPS apps for golfers and a book review. Past articles are archived in five silos (News, Courses & Travel, Instructions, Equipment and Games, Apps). For later reference. Front9 has added a helpful personalization tool that lets the reader create his or her own “My Front 9” collection of saved items by tapping a ball icon, which then bounces into a hole and saves the item. Raskopf feels that the app not only gives the audience a new way of accessing the magazine and site content, but it gives the brand a new feedback loop. “We can get some really good learnings from these different pieces about golf by having an app that is built on an editorial basis and can learn what you want to know this week.” Front9 is based on Entertainment Weekly’s “Must List” app, which turns that magazine’s weekly print feature into an interactive tool that can also link to e-commerce opportunities. This an example of amortizing that platform throughout the company. “We’re very mindful of any investments and what the other brands are doing and how we could get some good learning,” says Raskopf. Like the “Must List” app, Front9 gives the group linkage into new revenue streams, including e-commerce both for golfing goods and for other apps in the iTunes store. The app costs users a one-time fee of $2.99 and also contains advertising. Launch sponsors include Fidelity, TaylorMade and Myrtle Beach Golf Holiday. Raskopf says that the sponsorships are being sold on a quarterly basis. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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