*As published in the final edition of Golf Digest Malaysia in January 2018.
The
world's favourite word may also create issues for society.
After
10 glorious years, the curtains have inevitably come down for this
publication.
Being
with the magazine for nearly 10 years, the Blu Inc Media Sdn. Bhd.
team and I have truly enjoyed every moment of producing the biggest
golf magazine in the world to Malaysian golfers.
This
final issue marks the end of a glorious run, not because we want to,
but the current poor economic climate has forced us to make a
commercial decision.
Furthermore,
consumers have embraced the digital media revolution.
Social media is
the new rage, with consumers absorbing news, fake or otherwise, on
their digital devices.
I
would like to thank all our loyal subscribers and advertisers for
believing in us for all these wonderful years.
While
the wrath of the poor economy is forcing many magazines and
newspapers to close in Malaysia, bad habits in the golf business have
also been part of the cause.
Since
I joined the golf business in the year 2000, nothing much has changed
in the way business is conducted by some in the industry.
Most,
if not all, have always asked for free publicity from the media.
Even
when publications accommodated with discounted advertising rates,
there will be some throw of a selfish dice to gain more F.O.C.
editorial write-ups.
Yes,
the word 'free' is not used openly, but many of the industry leaders
have articulated their own special ways to “acquire” free
publicity.
Arm twisting
had become an art form.
“Business
is very bad,” was a common statement given by retailers and
distributors yearly.
But
a few months later, a miracle brings them blessings in the form of a
brand new Porsche Cayenne or Lexus SUV vehicle.
Many
years ago, I forewarned a dear friend from a big retail company, “If
you guys continue to force the magazines to give massive discounts on
advertising rates and cut insertion orders, more publications are
going to close down and you guys will not have anymore credible
platforms to tell your brand stories.”
No
one listened.
Selfishly, they just wanted their 'free' publicity.
It
was a preferred S.O.P. and a new form of KPI.
This
habit was cultivated by publications that were forced to sell their
souls to achieve their advertisement quotas.
Some of these
publications soon collapsed and have long ceased operations.
The
suicidal “buy-one-free-one” advertising package practice was born
many years ago just to beat the competition.
And,
this is not just confined to golf publications.
Apart
from the 'free publicity' habit, there was a Singaporean GM of a
retail company that always asked for marketing and event management
concept ideas without paying a single sen.
Obviously,
his brands did not sell well.
Professional
golf events too suffer from this desire or habit of getting things
for free.
Every
year, most of us in the golf business will get telephone calls one or
two weeks before a big professional event.
We
are often asked by the minority, “Brother, do you have hospitality
suite passes for the tournament?”
It
seems, paying to watch some of the world's best golfers play in
Malaysia was a cardinal sin.
While
I leave you with this food for thought, my humble wish is for golfers
to continue playing and enjoying the hallowed game, and to pass the
magic on to new golfers.
Learn
and observe the etiquette of the game.
Keep encouraging family and
friends to play.
After
all, it is the greatest game ever played.
Farewell
for now and I will see you all on the golf course soon.
Patrick Ho
Editor
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