2021 MEDIA KIT Sheep Ranch MISSION STATEMENT There’s a big beautiful world of golf out there, and the smartest way to explore it is through LINKS Golf Media, where you’ll always find “The Best of Golf.” No matter where your wanderlust may take you or what your interests are, we’re there as your caddie and concierge, your counsellor and companion to the finest courses, resorts, and golf communities as well as issues, interesting people, and ideas. Whether it’s in print, online, or in podcasts, LINKS delivers practicable information, guidance, and delight, through the game’s best writers and the jaw-dropping photography that is our trademark. GEORGE PEPER Editor Streamsong Black, Bowling Green, Fla. (photo by L.C. Lambrecht) LINKS Golf Media 2021 MEDIA KIT 2 PORTFOLIO PRINT • LINKS MAGAZINE - 110,000 Circulation (70k Eastern, 40k Western) • PREMIER PROPERTIES GUIDE - 60,000 Circulation E-PROGRAMS • LINKS INSIDER NEWSLETTER - 60,000 Distribution • CUSTOM BLASTS - 35,000 Distribution (Regional Available) • SPONSORED BLASTS - 35,000 Distribution (Regional Available) CUSTOM • PUBLISHING • VIDEO WEBSITE • 70,000 Average Monthly Uniques • 117,000 Average Monthly Sessions (Weekly Takeovers Available) PODCAST • 12 EPISODES PER SEASON 2019 Media Kit LINKS Golf Media 2021 MEDIA KIT 3 THE GOLF LANDSCAPE Rounds played are up 6% over 2019 THE NEW NORMAL Junior golf is up significantly and growth seen for GOLF HAS EXPERIENCED STRONG GROWTH DURING THE beginner and returning golfers PANDEMIC AS IT IS ONE OF THE ONLY SPORTS THAT PEOPLE WERE ABLE TO PLAY The increase in golf participation has led directly to a significant growth in sales of golf equipment and products beginning in May GOLF’S CURRENT KEY • Highest 3rd quarter in sales ever—more than $1 billion DEMOGRAPHICS ARE THE • E-commerce purchases have increased dramatically LINKS AUDIENCE Generation Golf (Gen G), a hybrid of GenX and Baby Boomers (age 45–65), is golf’s most important target. They represent 34% of all golfers (8 million) and are strong spenders across the board—38% of all golf V++++ fees; 37% of equipment. In total, they spend $9 billion per year on golf. Baby Boomers represent $2.5 trillion in buying power and will continue to drive U.S. spending for the next 5–10 years Golf and wealth are closely linked: As income rises, so does golf participation • Participation rate for individuals with $150k HHI is twice as high as those in the $50k–$70k range • Average HHI of golfers is $96k versus $52k for all Americans The affluent golfer: • Desires to be victorious on and off the course • Luxury purchases seen as a victory • Demand excellent products as their HHI increases • Informed purchases with a personal experience are preferred Sources: NGF and VISA Sand Valley, Nekoosa, Wis. (photo by L.C. Lambrecht) LINKS Golf Media 2021 MEDIA KIT 4 LINKS AUDIENCE $253,000 AVERAGE HOUSEHOLD INCOME $153,000 MEDIAN HOUSEHOLD INCOME $2,500,000 AVERAGE TOTAL ASSET VALUE (Excluding Principle Residence) 86% 92% 85% $2,000,000 MALE MARRIED COLLEGE EDUCATED MEDIAN TOTAL ASSET VALUE (Excluding Principle Residence) 14% 55 62% FEMALE MEDIAN AGE PROFESSIONAL / MANAGERIAL AUDIENCE ENGAGEMENT GOLF HABITS LIFESTYLE Read nearly every or all print issues …………………………………………………… 76% Average days of golf per year ………………………….. 70 Take 3 or more golf trips each year ………………………. 44% Readers more likely to consider a brand that they saw in LINKS …………………… 67% Play 100 or more rounds a year ……………………..… 27% Spend $5,000 or more on Average readers per copy ……………………………………………………………. 3.25 Private club member …………………………………….. 73% golf travel each year ……………………………......... 38% Readers who took one of the following actions in past 12 months Belongs to 2 or more private golf clubs ………………. 19% Plan to purchase golf real estate ………………………..... 22% based on reading LINKS or LINKS’s digital products Current median handicap ……………………………….. 12 Those planning to purchase golf real estate • Visited an advertiser’s website ……………………………………………………….. 87% Have a handicap of 10 or less …………………….. 42% in next 2 years or less…………………………………. 52% • Called or emailed an advertiser ……………………………………………………… 22% Have been custom fit for clubs ………………………… 78% Plan to purchase or lease a vehicle in next year………... 25% • Visited a real estate development ……………………………………………………. 18% • Purchased property at a real estate development …………………………………… 3% • Visited a resort …………………………………………………………………………. 55% • Referred info to friends, family, etc. …………………………………………………. 59% Source: LINKS Subscriber Study Reynolds Great Waters, Eatonton, Ga. (photo by Evan Schiller) LINKS Golf Media 2021 MEDIA KIT 5 LINKS AUDIENCE The dynamics of golf travel have been affected quite directly by the pandemic. International trips are next to nonexistent in the short term for various reasons (concern for safety, closed borders, etc.). In many cases, golfers are opting to drive to their destinations rather than fly. • 76% of golf travelers are willing to drive MEDIA HABITS 4+ hours to their destination Preferred choices for reading about golf • One-third of core golfers indicate they’ll • Print…………………………..……………………………… 83% drive 8 hours each way • Digital ………………………..……………………………... 47% • Digital Magazines …………………………………………. 30% As such, golf resorts should expand their • E-Newsletters ……………………..………………………. 26% geographical targeting beyond their normal • Facebook ………………………..…………………………. 4% “feeder market” delineations. • Twitter………………………..……………………………… 3% • Instagram………………………..…………………………. 3% GOLF TRAVEL Number of golf trips typically taken each year Golf travel preferences Where LINKS readers plan to travel in next 3 years (top 10) • 1–2 ……………………..………………………..………….. 56% • Like to stick to well-known resorts/courses ……………. 63% • Southeast …………………………………………………… 55% • 3–5 ………………………..…………………………………. 35% • Like to play hidden gems …………………………………. 62% • United Kingdom ……………………………………………. 38% • 5 ……………………………………………………………… 9% • Like to be among the first to visit • Arizona ………………………………………………………. 37% a new resort/course ……………………………………….. 26% • California ……………………………………………………. 34% Amount typically spent on • Pacific Northwest ………………………………………….. 33% golf vacation each year When researching travel, LINKS readers • Southwest …………………………………………………… 31% • $0–$3,000 ………………………………………………….. 38% find the following resources helpful • $3,000–$5,000 …………………………………………….. 24% • Websites ……………………………………………………. 91% • Northeast ……………………………………………………. 29% • Midwest ……………………………………………………… 27% • $5,000–$10,000 ……………………………………………. 20% • Print ads …………………………………………………….. 86% • Hawaii ……………………………………………………….. 25% • $10,000–$15,000 ………………………………………….. 9% • Digital ads ………………………………………………….. 79% • Mid-Atlantic………………………………………………….. 23% • $15,000+ ……………………………………………………. 9% • Travel-related editorial ……………………………………. 79% • Direct mail ………………………………………………….. 53% • Travel agent ………………………………………………… 50% • Social media ……………………………………………….. 37% Sources: NGF and LINKS Subscriber Study Tralee, Kerry, Ireland (photo by L.C. Lambrecht) LINKS Golf Media 2021 MEDIA KIT 6 The increased level of golf participation coupled with the fact LINKS that a majority of people are now telecommuting (and in many cases may never return to a regular office situation) have led people to AUDIENCE move out of cities. They are joining golf clubs in droves REAL ESTATE and purchasing homes at premier Own a second home …………………………………………………………. 29% clubs across the country. Planning to buy a second (or additional) home ………………………….. 22% If so, when do you plan to purchase? Next 6 months ………………………………………………………………… 4% Next 12 months ………………………………………………………………. 14% Next 2 years …………………………………………………………………… 34% Next 3–5 years ……………………………………………………………….. 48% If so, in what price range? Under $250k …………………………………………………………………... 11% $250–$500k …………………………………………………………………... 47% $500k–$750k ………………………………………………………………….. 23% $750k–$1 million ……………………………………………………………… 9% $1 million+ …………………………………………………………………….. 10% When considering real estate purchases, LINKS readers find the following resources helpful Print ads ……………………………………………………………………….. 67% Real estate community websites ………………………………………….. 62% Digital ads …………………………………………………………………….. 60% Online real estate databases (e.g. Zillow) ……………………………………………………………………. 60% Real estate agents …………………………………………………………… 60% Real estate editorial …………………………………………………………. 51% Direct mail …………………………………………………………………….. 40% Social media ads …………………………………………………………….. 25% Readers who took one of the following actions in past 12 months based on reading LINKS or LINKS’s digital products Visited a real estate development …………………………………………. 18% Purchased property at a real estate development ………………………. 3% Sources: NGF and LINKS Subscriber Study DC Ranch, Scottsdale, Ariz. LINKS Golf Media 2021 MEDIA KIT 7 EDITORIAL CALENDAR AD ADVERTORIAL MATERIALS IN TIMING PRODUCT THEME CLOSE CLOSE DUE HOME 2021 PREMIER JANUARY PROPERTIES 11/11/20 NA 11/23/19 1/11/21 SPECIAL Annual Real Estate Guide ISSUE GUIDE 2021 What Technology Means for Golf FEBRUARY LINKS Ultimate Unpassable Golf Quiz 1/8/21 12/21/20 1/11/21 2/6/21 WINTER MAGAZINE Dynamite Golf in Idaho ISSUE England’s Midlands 2021 Augusta’s Out of Room APRIL LINKS Time to Join a Private Club? 2/24/21 2/10/21 2/26/21 4/1/21 SPRING MAGAZINE Sand Valley ISSUE Bunker Styles 2021 Old Tom Morris at 200 JUNE LINKS Masochist’s Top 25 5/10/21 4/26/21 5/14/21 6/12/21 SUMMER MAGAZINE A Kidd's Education ISSUE The Shadow Rota Courses 2021 Netherlands Golf OCTOBER LINKS Who Redoes Whom? 8/25/21 8/11/21 8/27/21 10/1/21 FALL MAGAZINE Alberta/Banff ISSUE