WE /V£W /917 SPALDING WOODS IRONS

Golfers love to argue about . .. but they usually wind up with "Let's ask the man who knows—our Pro!" This year, when they ask you what's new in golf clubs, you'll have plenty to tell them —about the new Registered Top-Flite Spalding Woods and stainless steel Registered Top-Flite Spalding Irons. Get the full story and let them know about all the advantages of these newly-designed Spaldings!

A. G. SPALDING & BROS. • Div. of Spalding Sales Corp. Know Pro Shop Merchandise By JOEL BENNETT Asst. to Frank Walsh, pro, Red Run GC, Royal Oak, Mich.

What makes selling of pro-grade clubs dence in all popular lines of golf clubs, a job that requires well-informed men in whether or not all the lines are stocked the pro shop is the superficial resemblance in his shop. of clubs that vary widely in price. Usually the retail buyer of golf clubs can't tell the This year, more than ever before, there difference between a $4 club and a club have been refinements introduced into de- that retails for $9 and far too often the signs with the purpose of helping the high- assistant in the shop or the pro himself isn't handicap player as well as the expert get too clear about the reasons that legitimate- greater certainty of results. Do you know ly account for the difference. all these features and the reasoning behind them? You should to qualify yourself as The pro doesn't see the factory cost an authority golf playing equipment. sheets or operations which in some in- stances make an expensive club a It is not the easiest thing in the world real economy. The pro shop salesman for an assistant to get this sort of informa- knows that the set of woods or irons he tion. The demand for clubs is so heavy that sells a player normally will be used by the the salesmen don't often have time to ex- player for 6 years or more. Even if the plain in detail all the new features to the player plays only 25 rounds a year that assistants. means he will be using those clubs for a In talking with pros and assistants in minimum of 150 rounds. So the difference Florida the past winter I have been re- in cost between a cheap and a first class minded that there is a lot of room for pros set of golf clubs, per round, is about the improving the knowledge of their assist- cost of a bottle of beer at the club. ants and their assistants' capacity for member service by carefully going over In the old days when clubs were bench- the new equipment with their assistants. made the member could see the care used At Red Run GC Frank Walsh goes over, in the selection of shafts, heads and grips, with his staff, details of new items that are the craftsmanship used in the making of put into the shop inventory whether the the clubs, and the expert consideration of new stuff is clubs, balls, bags, or any the needs of the player for whom the club of the apparel items and accessories that was designed and made. Then there was now are quite a factor in pro shop sales not the need to give today's required ex- volume. planation of the price difference between clubs. That sort of "briefing" on the merchan- The pros and their assistants then either dise enables the assistants to give the knew all there was to be known about members the same standard of expert serv- clubs and the material that went into clubs ice that Frank gives them when he can or they couldn't hold jobs at even second- personally attend to them. It's a logical rate clubs. Factory production of clubs part of assistants' preparation for the has changed that. The younger profession- work that is entrusted to them but it's al or assistant today rarely is compelled surprising how often it is overlooked by to know as much about clubs as the earlier some pros who never would think of allow- pro generation had to know. He may think ing an assistant to give a lesson unless he that a casual knowledge of clubs will get had a very clear understanding of the him by as long as he knows from his own methods of the professional. playing experience a fair amount about the merits of equipment design and construc- The information required probably could tion. But unless he has a very sound and be best obtained by the pro or assistant thorough knowledge in this phase of his spending some time in the club and job—far beyond the knowledge and ability factories seeing what is being done and to make minor repairs—he can't do the having the design and material and con- selling job and the member service job struction processes explained to them. But that should be done at a first class club. that is impossible. Even if the pros and assistants could afford the time and money Know the New Features to go through the plants their presence This year particularly the man in a golf would handicap the plant workmen. How- club pro shop should be very well ac- ever I do think that in some cases it would quainted with all the many new items of give the pros and assistants plenty of a design, construction and materials in evi- basis for making sales talks on the class Go/fe TThesf Best Product plus Best Distribution Equals Best Service to Golfers

The Super-Charged Sweet Shot is the finest golf hall * GOLF'S FINEST BALL that can he made. It is our opinion, this statement can- not he successfully contradicted. It is made with full ^ THE SUPER-CHARGED knowledge that there are many other excellent golf SWEET SHOT halls on the market. * BALANCED PERFORMANCE The construction of the Super-Charged Sweet Shot is fully patented and exclusive. Distribution is confined to Golf Professionals only. It is our opinion that the best service to golfers will he thus achieved. National advertising in the Post and Holiday - combined circulation over 4,000.000 copies per issue will direct golfers to buy the Super-Charged Sweet Shot at Pro Shops in 1947.

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MADE BY DES MOINES GLOVE & MFG. CO. DES MOINES, IOWA of workmanship put into the better grade Using Authoritative Information of clubs. Certainly the pro or his assistant won't Especially now with most factories hav- have to go into a long and detailed ex- ing to train a lot of new workers there are planation of the elements in a superior noticeable variations in the type of work- club and justifying its price every time manship that can be determined by close some member shows an interest in buying and expert inspection of the finished clubs. a club. But with a fund of authoritative The more expensive the club logically the information on hand the pro or his assist- better the available craftsmanship that ant can drop bits of it now and then to goes into its manufacture. tactfully work into the members' minds the idea that a golf club is something more Need More Facts From Makers than just a head, a shaft and a grip. There is considerable of a field for the There is protection for the pro in this manufacturers to increase their service in sort of knowledge. It is a sure thing that supplying details of raw materials, design, there is going to be a lot of retail competi- manufacturing steps and inspection so the tion for the pros and any advantage the pro and his assistant would have full data pro can get by knowing more about all available. A great many of most clubs' golf merchandise than the "downtown" re- members have manufacturing businesses tailer's salesmen know, is needed to keep of their own. They are interested in the the pro shop at the head of the golf mer- whys and wherefores of the mechanical chandising procession. details of golf clubs and balls. But not much of this sort of information is given Furthermore this complete and authori- to the pro and even less to the assistants. tative knowledge of the shop's merchan- Generalities are expected to cover the ter- dise is something that's due your members. ritory. The function of the pro shop at a club is not only that of convenience, it is sup- For instance, on the new laminated wood posed to provide an expert service that is heads, the pro and his assistant are told one of the assets of belonging to a good that the heads are glued together under club. heavy pressure and are impervious to moisture, and that's about all. The quali- Every pro and competent assistant has ties of the wood used, some details of the winced at seeing clubs that are poorly various pressure processes and why the fitted to players because the player manufacturer uses the one he has chosen, thought he could get a set cheaper than the exactness—if superior—in applying the it would cost him at a pro shop. Fat men sole plate and shaft, the increased strength playing too upright clubs, shafts too short and durability of the laminated club (if it or too long, clubs too light or too heavy, does have those qualities), the job that long thin men playing clubs not right for can be done in precision finishing, the char- them; all cost the players fun and money. acter of the varnishes, the tests of how the These rather obvious matters are the re- ball reacts to the clubhead material, and sult of the pro not having done a strong many other points should be available and complete job of making himself known knowledge for the pro or assistant who is as an authority who knows all about golf willing to study to know the merchandise clubs and how to assure the player getting that he sells. the best clubs for his particular game and at a cost within reason. There are many things about the design, Time after time a pro or an assistant material, heat-treating, boring and finish- ing of the new iron clubs that the pro and has been shocked by a member to whom assistant should know but he will have to he's been giving lessons showing up at the do some work to learn these things. The club with a set purchased elsewhere. The why of changes in shafts and wherein one member, obviously, considered the pro or type of shaft varies from another in cost assistant a satisfactory authority in teach- and performance also should be knowledge ing the game but hadn't thought of the for selling use by the men in the pro shops. man also being an authority on playing The sort of leather used in the grips—or equipment. other grip material—and how it's treated Know your merchandise as a thoroughly and how the grip is built up and made firm informed authority and let the members are other items that the salesman in the pro shop should know. And just what know that you know it. Then you'll have manufacturing processes and inspections them not only firmly in the habit of buying are made to see that properly constructed from you but talking so much about what and balanced clubs result should be known you told them about clubs, balls and other to the man who's doing the selling in the shop items they'll bring customers from pro shop. the outside to you.

THE FINEST PRO MERCHANDISE IS ADVERTISED IN GOLFDOM

March, 1947 45

A GREAT NAME IN SPORTSWEAR

Most representative . . .

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CRAWFORD, MACGREGOR, CANBY

CINCINNATI 32, OHIO

AUTHENTIC SPORTSWEAR

"MASTER STROKES IN STYLING" Club Public Relations Program By EUGENE A. CONKLIN

The Jefferson County GC, Watertown, are being given continuous promotion. N.Y., has a planned public relations and On another bulletin board are inserted publicity program which can be adapted photographs of "key" businessmen and with infinite variations by other golf clubs. businesswomen of the community who are As a , the Jefferson County club golfers as well as business executives. On has a planned method of working hand in the "executives board" are placed pic- hand with local fraternal and social groups tures of execs and their wives, children of the community such as the Elks, Ki- and other family members. Any business- wanis, Rotarians, Eagles. One of the mem- man or businesswoman may supply photo- bers of the club's board of directors makes graphs for such an insertion. This is not it a point to give a short lecture before din- construed as out-and-out publicity. The ner meetings of each such association, club believes that businessfolk are inter- such lectures being of the "human inter- ested in each other and are genuinely de- est" variety, explaining the many items sirous of knowing other business people. behind the smooth and efficient The Jefferson County club is interested of a golf club and replete with incidents in the small fry of the community. By which have occurred on the course from arrangement with the coaches of local time to time. Every such group is inter- junior high and high schools in the com- ested in securing at no cost an after-dinner munity school golf teams meet in weekly speaker of this nature and it keeps interest championship matches. As a corollary in the club at a high pitch during the entire there are "Father and Son" and "Mother calendar year. and Daughter" golf matches every other Secondly, at the clubhouse are several Saturday and Sunday in the morning dur- unique bulletin boards. On one board are ing uncrowded months and from 6 through displayed notices of forthcoming social 8 P.M. during summer months. There is events (banquets, smokers, weiner-roasts) nothing especially unusual in all this but sponsored by various fraternal and social what is distinctly on the novel side is the groups and the club itself. Each such fact that any youngster may become a group appoints a representative to insert junior or member of the club and may such notices on the bulletin board. In this compete with other juniors in his or her fashion friendly relations with virtually age classification after school evenings, every social organization in the community 2 nights weekly in special events the club

Chick Harbert, surrounded by youthful autograph-seekers at Tam O'Shanter tournament, shows smart public relations in developing the kid golf fans. If the pros would get the bobby- soxers like Sinatra did, they'd have to hire caddies to carry their bankrolls. provides for the younger generation. Photographs of young golfists are placed "Are You A Gope?" Campaign in the high school and junior high school papers which not unnaturally result in Improves Golf Manners favorable public relations for the Jefferson Portland, Ore., which claims to have County club. more golf courses per capita than any The club has arranged with a local other city in the world, has been benefiting photographer to be at the course a portion from a golf courtesy educational campaign of each afternoon to take photographs of conducted by Rudy Lachenmeir, sports edi- golfers in action. Prints are presented to tor of radio station KXL. players with the compliments of the club Rudy's campaign involves clever refer- and duplicates are retained for display in ences on his sports broadcasts which have periodic photographic exhibits in the club- a strong appeal to sportsmen in the north- house. The photographer charges nothing west, hunters and fishermen, as well as for his services as obviously he makes golfers. In that section of the country any many worthwhile business contacts for the outdoor sport appeals to most citizens and future. Care is taken not to take photo- the golf etiquette campaign is not without graphs unless the players are in the "pho- interest to the rod and gun fans. tographic mood" but the majority of play- Rudy's offer to send inquirers his little ers wish photos of themselves in action. booklet on golf courtesy, "Are You A The Jefferson County club has worked Gope?" has brought more than 15,000 out a display which is placed in the lobby responses and has had a positive effect in of several local banks showing local busi- making Portland golfers more considerate nessmen and women in action on the course of each other and of the courses than is with tie-in posters reminding bank patrons customary elsewhere. Rudy maintains that that "golf makes health and health makes golfers' failure to observe golf courtesy is a wealth." Banks willingly cooperate as matter of ignorance rather than of de- such displays get extensive attention. The liberate offense and for that reason has to Watertown library and the art classes of receive tactful treatment. People are ex- the high schools have worked out an ex- ceedingly touchy and resentful about being hibit showing "Golfing through the ages" identified as ignorant but can be discreetly showing photographs and sketches of fa- conned out of their own faults by having mous golfers of past and present, early such faults attributed to others. golf games, the history of golfing from its The "gope" — a term of Lachenmeir's inception and golf in other countries. Such own invention, is illustrated in the booklet exhibits interest library browsers and im- by a block-headed figure who looks none measurably aid the Jefferson County club too bright. Illustrations show the "gope" in its membership recruiting. failing to replace divots, leaving his bag Perhaps most unusual publicity effort is on the green, furiously pounding the green the weekly award for the best poem, car- after missing a putt, walking through a toon, humorous anecdote, or witty saying trap and standing on the green marking his involving golf or with a direct golfing slant. score while others are playing up. A1 Sta- Anyone in the community, member at the dius, treas., Oregon Public Links Assn., links or no, may compete and the best ef- drew the illustrations of the "gope." Pres. forts are viewable weekly at the clubhouse. Norm Tauscher of the OPLGA and other Every golfer has a little of the creative officers and members of the association artist in him somewhere and with that collaborated in compiling the book. Cost of thought in mind such weekly contests are the book was shared by the following public excellent public relations ammunition. courses: Broadmoor, City View, Colwood, Finally the Jefferson County GC keeps a Eastmoreland, Glendover, Lloyds, Rose record of the birthdays of its members City and West Hills. ' and the anniversaries of couples (both of The booklet defines a "gope" as "one who whom are golfers). It sees to it that every golfs like a dope" and details his derelic- link member signs the day and month of tions. It accents the positive side by telling birth and anniversary date in the club the performances of the courteous golfer register and a few days before such dates, and explains golf terms in a simplified way a personalized greeting card arrives with to make it plain to uninformed golfers just the compliments of the JC organization, in what is expected of them by golf rules and addition to a congratulatory epistle. by other golfers. The Jefferson County club has one more The campaign is one that can be highly interesting public relations promotion recommended to fee courses in other cities worthy of chronicling. It has an exhibit of that can make a tie-up with a radio station golf clubs and golf equipment used years or newspaper. Private courses in many ago by community members. Contents of cases could make good use of such a cam- this exhibit are changing from month to paign as the standard of playing etiquette month. The purpose of this exhibit is to and consideration for condition and neat- reveal the changing nature of golfing ness of the course has slumped noticeably equipment down through the ages. during the past 6 years. Wherever you see the name "WILSON" on golf equipment of any kind, you can be sure it has been designed for better golf. Wilson Free- For-All shirts and Wilson Finalist golf shoes are typical of the latest by the leader in . Play Wilson and you play the best.

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in a wide range of prices. Available All" readily converts into a top-style dress- T { in white and five smart colors. up shirt. Worn and endorsed by Sam Snead, British Open ; Lloyd Mangrum, < U. S. Open Champion; and many other out- standing stars in American Sports. CO. *Made for and distributed exclu- , New York and other leading cities sively by Wilson Sporting Goods Co. (A Wilson & Co, Inc. subsidiary)

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Players mentioned are retained as members of the Wilson Advisory Staff. it'S ITiiWri