Volume 90, No. 3 • March 2009
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54 Cover Story:
The Revenue Puzzle
How PGA Professionals are finding the right
pieces and fitting them together
by Roger Graves
73 Instruction: 84
Teaching Teachers
Help your students to think of the short pitch
shot as a long chip by Brad Redding, PGA
76 Business to Business:
Trends: Back to Basics With
Advanced Marketing Tools
Mediums for electronic marketing such as
Internet search engines, social-networking
sites and e-mail alerts are becoming more
important in the quest for new customers
by Mark S. Murphy
82 Focus on Fairway Woods and
Hybrids
Fairway wood clubheads have grown in size
over the past few years, translating to a higher
MOI
Clubfitting
Get ready for a new season by working with
you sales reps to learn about new products
and update your demo stock
86
New Equipment
PGA Brand: PGA
members can view and
download the PGA
member logos from
PGALinks.com. These
are available for use on
the Web and for printing
purposes. The PGA
Stylebook, PGA Brand
Book, PGA Messaging
Guidelines and PGA
Professional Guidelines
are also available.
78 Equipment:
TaylorMade-adidas Golf’s
Acquisition of Ashworth
Under the direction of John Kawaja,
TaylorMade-adidas Golf is attempting to
transform Ashworth back into the brand that
the athletic golfer wants to wear on and off
the course by Scott Kramer
80 Ask the Experts
How does your company make perfectly
symmetrical graphite shafts?
88 Apparel, Fall 2009 Preview:
Performance Fabrics Still
Dominate
An apparel company’s reputation,
dependability are key as PGA Professionals
and merchandisers aren’t expected to take
many chances; “green” continues to grow; a
return to elegance is a noteworthy trend
by Lisa Girard
90 Fall Apparel at a Glance
104 PGA Merchandise Show Review:
Energized in Orlando
The 2009 PGA Merchandise Show turns
economic questions into exclamation points
with upbeat education seminars, presentations,
special events, celebrity appearances,
business solutions, equipment testing
opportunities
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