Discovery has bought Golf Digest from Condé Nast in a deal reportedly worth more than $US30 million.
The news means Golf Digest now has access to Discovery’s streaming platform GolfTV which has exclusive rights to major events such as the PGA Tour and the Masters Tournament in Australia.
Golf Digest Australia editor-in-chief Brad Clifton says the publication will levage its new access to the events and streaming platform.
“The content and marketing potential for combining the resources of Discovery, the PGA Tour, Tiger Woods, GolfTV and Australian Golf Digest is the stuff that dreams are made of in our industry. Except now it’s a reality for us here in Australia,” Clifton says.
“Fittingly, this deal also reunites Australian Golf Digest with Tiger Woods ahead of the 2019 Presidents Cup, as Tiger has partnered exclusively with Discovery to produce deep-dive video instruction and features.”
Wood’s recent 2019 Masters victory saw Golf Digest’s site reach a record 183,000 unique visitors in April.
He adds Golf Digest will also help produce content for GolfTV with a “quintessential ‘Aussie’ flavour”.
“We look forward to working with Discovery and US Golf Digest to develop a strategy that brings even more amazing content on all platforms to golfers across the country,” Clifton says.
Nick Cutler, managing director at Golf Digest publisher CMMA Digital & Print, says the deal allows it to continue its expansion beyond print.
“With only a third of our monthly reach now coming from the print magazine, the rest of the 450,000 golfers engage with us across our digital, social and web broadcast assets.
“For our commercial partners, it will open up a wider range of commercial assets across multiple pillars. This golf-playing audience will be by far and away significantly larger and more engaged than anything else we have seen in our market to date.”
Publications have been transitioning from print-based businesses, with Bauer Media in Australia recently revealing its efforts in producing TV content.
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