Golf Course Management

JAN 2014

Golf Course Management magazine is dedicated to advancing the golf course superintendent profession and helping GCSAA members achieve career success.

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Page 22 of 196

(inside gcm) Welcome to the new GCM Scott Hollister twitter: @GCM_Magazine I bury you in these clichés and qualifers because by now it's probably pretty obvious that something has changed about GCM. For the frst time since 2007, this magazine has an all-new look and feel, a new fow and several new features. 18 GOLF COURSE MANAGEMENT 01.14 People fear change. I know I'm painting with a very broad brush by saying that, but for the most part, people like the familiar more than the unfamiliar. They like what they know much more than what they don't know. They prefer the tried-and-true as opposed to the path less traveled. That's why the decision to institute change can be such a wrenching one for organizations and institutions. Even when that change is almost universally accepted as being a key to future growth, development and success, it's still diffcult to escape the instinct to not rock the boat too much, to not fx something that isn't broken. I bury you in these clichés and qualifers because by now it's probably pretty obvious that something has changed about GCM. For the frst time since 2007, this magazine has an all-new look and feel, a new fow and several new features. It's work that took the GCM staff nearly a year to complete, from concept to implementation, and it's work that we're extremely proud of and excited for you to see. In the course of our preparations for this redesign, I made several presentations to groups of GCSAA members — from GCSAA's national board of directors to the members of the Strategic Communications Committee — and one question that was common to all of these experiences was, "Why?" Why, they typically wanted to know, did we need to redesign and repackage GCM? Didn't readership surveys and feedback from advertisers tell us we were doing just fne the way we were? Why were we fxing something that wasn't broken? I found one of the best ways to respond to those inquiries was by posing a question of my own: Why do golf courses go through redesign or renovation projects? In most instances, the existing golf course is probably in good mechanical order. It probably compares favorably with the newer golf courses up the road. It probably has a group of fairly loyal, fairly consistent customers. But maybe the course's owners or club members decide the layout needs a few new touches, the irrigation system, the bunkers, the cart paths need modernization. Maybe they want to keep up with the Joneses and their fancy new course up the road. Maybe they're looking to attract a whole new group of loyal and consistent customers. Maybe they're not fxing something that isn't broken. Maybe it's just time. As we dove deep into GCM and the work that we were producing each month, we came to many of the same realizations as those golf course owners. We had a great product that our customers loved and embraced, but we felt like we could make it even better. That's why you'll fnd our market-leading research section, the Photo Quiz and our main package of feature stories in the same places you always have, albeit with a new look and a fresh coat of paint. That's why we've taken our popular Front Nine news section and made it larger, with new data-driven graphics and an enhanced menu of regular monthly topic-focused columns, covering an array of issues that matter to all working superintendents, from turf to technology, government relations and advocacy to career development. And that's why our industry and product news sections, long a staple in GCM, will continue to deliver the latest updates from the world of golf course management in a package that is brighter, more modern and easier to consume. We've also upped the ante when it comes to our focus on GCSAA members and the work that they do every day. You'll see more stories written by them and more stories written about them, all part of a conscious effort on our parts to increase the spotlight on the men and women who make up this great profession and who remain the focus of our staff's efforts as we put together each issue of GCM. We realize that change can be hard. We realize that changes to something that you count on every month for the latest news, information and insight about your business and your career can be even harder. But we're confdent that the changes we've instituted with this redesign serve only to make a good thing even better, and we hope that you'll continue to fnd GCM a valuable resource, both now and well into the future. Scott Hollister is GCM's editor-in-chief.

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