PGA PRO:Formance Magazine hits inboxes

For the last couple of months I’ve been working on an ambitious project with the PGA of Canada, Golf Town, and Golf Canada.

The concept was to create a publication that demonstrated, in an organic fashion, the benefits of PGA of Canada pros, the group of 3,500 or so men and women who help connect players to the golf of golf. But instead of reworking a the standard model — a hard copy magazine left at pro shops — the team, which consisted of Jeff Dykeman and Chris Fry at the PGA of Canada, and Dave Cowx, our art director — decided we’d try a digital model that allowed for a wider distribution. We then partnered with Golf Town (who have their own, slightly tweaked version of the magazine) and Golf Canada to make sure it gets to Canadian golfers.

PGA members will also distribute it. The goal is to hit 1-million inboxes, which I think is achievable.

Notable golf writers like Jeff Brooke, Rick Young, and Ted McIntyre assisted with the magazine, which is 71 pages, and I did a fair bit of writing for it as well.

Some of the key stories include:

  • an oral history of the creation of the Pro V1 and how it changed the game
  • demystifying the fitting process with Rick Young. Rick also looks at the move towards minimalist golf shoes
  • a look at top Canadian ball strikers with Ted McIntyre
  • a week in the life of Brad Fritsch as he plays in San Diego
  • instruction with PGA of Canada teacher of the year Cam Martens, coach of the year Jon Roy, Golf Town’s Cory Gentes, and player of the year Eric Laporte. There’s also videos of each of the tips.

I hope you’ll check it out — and please let me know what your impressions are.

The english version of the magazine is here, while the french version can be found at this link.


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Robert Thompson

A bestselling author and award-winning columnist, Robert Thompson has been writing about business and sports, and particularly golf, for almost two decades. His reporting and commentary on golf has appeared in Golf Magazine, the Globe and Mail, T&L Golf and many other media outlets. Currently Robert is a columnist with Global Golf Post, golf analyst for Global News and Shaw Communications, and Senior Writer to ScoreGolf. The Going for the Green blog was launched in 2004.

12 CommentsLeave a comment

  • Robert,

    Nice design, but why are you using U.S. spelling in a Canadian publication? Also, the Canadian Rockies are west of Calgary not north, as claimed on page 61.

  • Shirley — American spelling has been standard at most Canadian newspapers and was the style we adopted.

    Many thanks.

  • Comment from Shirley “… but why are you using U.S. spelling in a Canadian publication?” Robert’s reply.
    “Shirley — American spelling has been standard at most Canadian newspapers and was the style we adopted.“

    This is a baffling statement. As a journalist, and Editor-in-Chief of a Canadian publication he is aware (or should be) of The Canadian Press Stylebook and its companion volume, Caps and Spelling. These are the bibles of Canadian journalism vs. those of the Associated Press of the United States. Most Canadian news editors follow the rules set out, some religiously. When there is doubt, Oxford is the arbitrator.

    As a hypothetical example: The New York Times would report: the actor in the movie The Color of Purple said “that his favorite color is purple.” Whereas, The Saskatoon Bugle would write: the actor in the movie The Color of Purple said “that his favourite colour is purple.” The elimination of u in the movie title is common to both since it is the title of an American movie. The Globe, or any other Canadian publication, would do the same.

    Nonetheless, there remains some confusion about use of -or, or -our. And it is accepted CP practice to write honour, but honorary, etc. In the 2007 edition of Caps and Spelling it is clearly stated “CP style is –our, not –or, for labour, honour and other such words of more than one syllable in which the “u” is not pronounced.” Other standards are words such as syrup (Canadian use) vs. sirup (American use), etc. So, if a Canadian was writing about reporting at the Masters, would it be the syrupy (American) Jim Nantz, or the sirupy Jim Nantz? It’s Lincoln Center not Centre, and so forth. If all else fails, then consult H.W. Fowler’s, Modern English Usage, first published in 1926.

    CP has the last word on -our vs. -or: “… to give up -our endings, it is often said, would be another blow to Canada’s heritage.” Complicated, what? But, I do agree with Shirley. Her statement is honorable, whoops, honourable. Perhaps, journalistic language should be universal, modelled (or is it modeled) after the common set of the Rules of Golf. More, or less.

  • william (no capital?)

    Program note (or is it programme?)

    I assume that the movie title to which you refer is The Color Purple and is based on the book by Alice Walker.

    I would also guess that both publications would spell the movie exactly the way it was penned by the American author and not add the word ‘of’ as you did.

    Not sure why you felt we all needed a lesson in the obvious but thank you none the less.

  • Thank you Euan for your comment. Of course is The Color Purple. I missed it, as did my editor. Good catch. And, as you stated, all publications would spell it exactly the same.

    You may be teasing, but. as you know it is program, but programmer.

    I was not trying to provide a ‘lesson’, only supporting Shirley. And attempting to make the point that we tend to be too Americanized. Thus, why give up ground in respect to our manner of language. Is it because a spell check does not exist with Canadian spelling?

    You teasing continues with none the less, since you know it is one word, nonetheless.

    In any event, let’s all of us not take this bogging business too seriously.
    After all, we are Canadian, eh?

  • William,

    Of course I am teasing.

    I deal with this daily! I’m a Scot, my wife and kids are Canadian and we live in Arizona so imagine out homework issues with regard to spelling! When in Rome…

    Drop ‘U’ and add ‘Z’ at every opportunity!

    Best for a great golf season up there!

  • Euan: Can you imagine a Scot with a sense of humo(u)r? Too bad more ‘bloggers’ don’t. Golf season has hardly begun. More rain for the next couple of days. And damp cold. I’d rather be in Phoenix.

    Thanks for the interchange. Enjoyed it.


  • Super inaugural issue gents! A very solid article on Brad Fritsch. I enjoyed the article on club fitting as well. As someone who just completed the [process at Modern Golf I can assure ALL golfers it’s a significant advancement from impact tape and lie boards. Highly recommended to anyone who has not been ‘teched’ on the Trac Man; do so.
    The only downside is we had to view the latest in golf shoes. Is it just me or is this part of our equipment choices getting uglier and uglier??
    Thank you.

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