Golf Digest and the Hot List

3/29/16 Golf Digest and the Hot List First Rule of Journalism: Follow the Money Everything you want to know and (based on our emails, texts and tweets) aren’t afraid to ask So why do we still have our jobs? •  Most widely read golf equipment reviews, according to Golf Datatech, nine straight years Golf Digest Hot List: Beginnings •  Texas, MassachuseHs in the snow and the PGA Show surprise •  72 million views of the Hot List on GolfDigest.com (That’s more than anything including Holly Sonders and Paulina Gretzky workout videos) What we learned 1. We were right. 2. We were wrong. 3. We, Golf Digest, ma:ered. And one other thing, pictures mean more than words 1 3/29/16 Because that photo pretty much led to this: Second Rule of Journalism: If your mother says she loves you, check it out. 1. Learning from the outrage 2. People and process 3. The search for rigor #Thorough #Thorough #Thorough 1,100 pages of tech documents •  108 days on the road (MarrioH points—YAY!) •  64,911 Delta Miles (Can you say upgrade?) •  A 13-­‐day Summit meeUng in Arizona •  Endless talks with retailers and scienUsts •  Some 30,000 shots hit by our 22 testers •  106,759 words of player comments transcribed •  15,000 words of club descripUons wriHen #Thorough Oh, and pictures still matter #Thorough Contrary to popular opinion the Hot List is more than this: 2 3/29/16 #Thorough #Thorough And o]en, a lot like this It is actually more like this Hot List Mission Statement Third Rule of Journalism: Make the reader smarter. Two views of the equipment consumer: Wonder vs. Terror Making golfers less terrible Golf Digest Test Study: Avg. double-­‐digit handicappers’ impact is more than 1-­‐inch off-­‐center Golf Digest/Club Champion test, May 2013 —8 out of 9 tested golfers improved 1.7 strokes added 21 yards off the tee and 13 with the irons —A 6-­‐handicapper gained 27 yards with his new driver. —A 90s-­‐shooter picked up 31 yards with his driver. —A 13-­‐handicapper gained 29 yards with the 6-­‐iron. 30 percent of the Ame Golf Digest Hot List robot tesUng: The average 1-­‐inch mishit on a driver lost only 2 percent of on-­‐center hit ballspeed. A generaUon ago you were losing 10 percent. 3 3/29/16 Golf Digest Test Golf Digest Test Whither the Groove Rule? •  Wedges: 50-­‐yard shots from the fairway and rough with a new 2013 wedge and with several worn, pre-­‐2010 wedges. The old wedges generated 12 percent less spin from the fairway and 33 percent less spin from the rough.” 23 More Yards: Our test of 150 golfers shows the average player is leaving 23 yards on the table. —9 out of 10 are short of their potenUal driving distance —Half were 30 or more yards short of opUmum “If you’re not hiHng it 2.5 to 2.7 Ames your swing speed, you need a be:er fiHng driver, a lesson or both.” Golf Digest March 2015 New groove Old groove (worn) 50-­‐yard pitch Golf Digest Test Adjustable drivers work! —AdjusUng for less spin yielded 25 more yards —Slice adjustment: 27 yards less slice —Higher launch: 12 more yards of carry Fourth Rule of Journalism: Imitation is Mlattery Golf Digest March 2016 Fifth Rule of Journalism: The future is now. It’s not gefng easier for golf consumers Technology evolution/revolution The Driver CG debate 4 3/29/16 Technology evolution/revolution: Jacked up iron lofts Technology evolution/revolution: Putters that make the stroke better 6-­‐iron lo] creep: Callaway Apex: 27 degrees Callaway XR: 26 degrees Cobra King F6: 26 degrees Mizuno JPX-­‐EZ: 28 degrees Mizuno MP-­‐25: 30 degrees Ping G: 27 degrees Titleist AP1: 28 degrees TaylorMade M2: 25 degrees But… Golf Digest tesAng shows today’s 6-­‐irons fly higher, carry farther and land steeper than 5-­‐irons of a decade ago …If Bryson DeChambeau wins the Masters, everything we think we know about equipment changes… The End or maybe The Beginning 5