Tuesday, February 23, 2010

“Even without Tiger, golf can thrive on TV (AP via Yahoo! Sports)” plus 3 more

“Even without Tiger, golf can thrive on TV (AP via Yahoo! Sports)” plus 3 more

Even without Tiger, golf can thrive on TV (AP via Yahoo! Sports)

Posted: 23 Feb 2010 06:02 AM PST

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NEW YORK (AP)—Television viewership will fall without Tiger Woods, but the networks that air the sport and the PGA Tour itself can handle the setback.

That's the word from several media analysts and the president of CBS Sports, which now is facing the possibility of covering the Masters Tournament just weeks from now with golf's biggest star conspicuously absent.

"We're all looking forward to him coming back, but until then we're doing perfectly fine," CBS Sports president Sean McManus said.

When Woods made his globally televised apology last Friday for serial infidelity, he said that "I do plan to return to golf one day, I just don't know when that day will be."

The statement leaves Woods with no deadline—so what will happen to the audience if he stays away from the course?

The first of four major tournaments on the PGA Tour, the Masters, which has long aired on CBS for the concluding rounds, ends April 11 this year. The U.S. Open follows in June on NBC. The British Open will be seen on ABC in July, and the PGA on CBS in August. Broadcast network coverage will be supplemented by coverage on cable networks.

Tournaments in which Woods isn't playing generally suffer a drop in viewership and a loss of advertising revenue, notes Larry Novenstern, executive vice president of Optimedia.

For the 15 or so tournaments where Woods might have been expected to play this year, Novenstern estimated the resulting advertising loss to networks would total between $10 million and $20 million. In comparison to other economic hardships challenging broadcasters right now, he says, "This is just a speed bump."

CBS' McManus agrees.

"Golf does better economically when Tiger is a major force on the PGA tour," he says, "but golf is still a valuable product for us."

There's no question Woods delivers a ratings kick for any tournament he plays in, ranging from 20 percent to as much as 50 percent.

"But a certain percent of Tiger's audience is not the traditional golf audience and, in effect, is not what many advertisers are looking for," says Neal Pilson, president of Pilson Communications, a media consulting firm, and a former president of CBS Sports. "If Tiger's in an event, you expect a 50 percent increase in ratings. You don't necessarily negotiate a 50 percent increase in the advertising rate."

Many of the advertisers are so-called "endemics"—brands like Callaway, Titleist and Nike that target products and messages specifically toward golf devotees.

"There's a strong, economically secure core audience for golf, and there is no indication that they have left," Pilson says. "The more casual audience that follows Tiger probably won't be back until he comes back again."

The Nielsen Co. has estimated that an average of 4.6 million viewers tuned in to tournaments played by Tiger in 2007-08. When Woods had knee surgery after winning the 2008 U.S. Open and missed the rest of the season, ratings sunk as much as 50 percent.

But consider this. Network ratings for the first three tournaments in 2009, all of which Woods also missed because of his knee ailment, when compared to this year's first three tournaments—also without Woods—show an audience growth of 29 percent.

"We think that's pretty promising for golf," says Stephen Master, vice president of Nielsen Sports. "Golf had pretty strong support before Tiger. Maybe people are getting used to the fact that, for a while, at least, Tiger won't be around."

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USGA, PGA to Create Repository for African-American Golf History (PGA)

Posted: 23 Feb 2010 01:00 PM PST

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FAR HILLS, N.J. and PALM BEACH GARDENS, Fla. -- In recognition of the numerous contributions that African Americans have made to golf over more than a century, the United States Golf Association and The PGA of America have agreed to create a centralized repository for artifacts and documents related to the history of African Americans in golf, to be located at the USGA Museum in Far Hills, N.J.

The USGA Museum will serve as the organization charged with collecting, documenting, and preserving the artifacts, memorabilia and documents related to the rich history of African-American golf.

The PGA of America will be charged with creating public exhibitions and programs to present this history to diverse audiences, through the PGA Historical Center in Port St. Lucie, Fla., and at spectator events conducted by the USGA and The PGA.

A 14-member task force has been established to assist in the collection of the appropriate artifacts, memorabilia and documents. (See list of task force members below.)

"It is important that our two organizations undertake the initiative to preserve the stories of African Americans in golf now and not run the risk of those stories potentially being lost," said David Fay, USGA executive director. "This is an important project for golf's history, as well as the future of our game."

Fay said that the preservation and celebration of the history of African Americans in golf is "well suited" to the USGA Museum and the Arnold Palmer Center for Golf History, which opened in June 2008.

"The USGA Museum is the world's leading facility for the study and education of golf history," Fay said, "with the resources to document, archive, and care for a wide range of historic artifacts and materials."

PGA of America Chief Executive Officer Joe Steranka said the new USGA-PGA alliance will help golfers in the 21st century learn about the many hardships that black golfers were forced to endure throughout much of the 1900s.

"There are so many phenomenal stories of perseverance, persistence and faith that we will be able to convey to a large-scale audience," said Steranka. "The time is right to begin this project. We are excited about the task force members who have agreed to assist us and we look forward to working with those African-American golf pioneers and their family members, to preserve and celebrate a period of time in golf history that must not be forgotten."

Both Fay and Steranka said that each organization is committed to allocating both the staff and the financial resources that will be required for this important initiative.

In November 2009, The PGA of America bestowed posthumous membership on three African-American golf pioneers ? John Shippen, Bill Spiller and Ted Rhodes ? who were denied membership in the Association because of the PGA's "Caucasian-only" clause that was part of its bylaws from 1934 to 1961. The PGA also bestowed posthumous honorary membership on the legendary boxing champion, Joe Louis, for his advocacy for the rights of African-American golfers.

Those four individuals, plus other notable contributors, are honored in a new African-American golf pioneers display at the PGA Historical Center.

The members of the USGA-PGA African-American golf history task force are:

• Debert Cook, New York, N.Y. -- Publisher, African-American Golfer's Digest

• Kelly Elbin, Palm Beach Gardens, Fla. -- Director of Communications and Publications, The PGA of America

• Earnie Ellison, Palm Beach Gardens, Fla. -- Director of Business and Community Relations, The PGA of America

• Rhonda Glenn, Summerfield, Fla. -- Manager of Communications, United States Golf Association

• Rose Harper, Washington, D.C. -- Entrepreneur, philanthropist, lecture, adjunct professor, author, global events planner, contributing writer to golf publications, subject matter expert in the business of the golf industry.

• Lawrence D. Hogan, Ph.D., Fanwood, N.J. -- Senior Professor of History, Union County College; recognized nationally for his research and publications on the history of African Americans in sports.

• Rand Jerris, Ph.D., Far Hills, N.J. -- Managing Director of Communications and USGA Museum, United States Golf Association.

• M. Mikell Johnson, Ph.D., Florence, S.C. -- Author of The African American Woman Golfer: Her Legacy.

• Dr. Larry Londino, West Orange, N.J. -- Professor and Chair, Department of Broadcasting, Montclair State University; researched, produced and directed a public broadcasting documentary "A Place For Us," which traced the history of the Shady Rest Golf and Country Club in Scotch Plains, N.J., the first African-American golf and country club established in 1921.

• Pete McDaniel, Conyers, Ga. -- A senior writer for Golf Digest since 1997, McDaniel is the author of "Uneven Lies: The Heroic Story of African-Americans in Golf;" co-author of the best-selling book, "Training a Tiger;" and the 2009 Golf Channel documentary, "Uneven Fairways," featuring the pioneering efforts of African-American golfers.

• Ramona Merriwether-Harriet, Portsmouth, Va. -- Producer/director of the traveling exhibition, "Epochs of Courage: African Americans in Golf"; author of "A Missing Link in History: The Journey of African Americans in Golf" and "African American Golf History Activity Book."

• Renee Powell, East Canton, Ohio -- A PGA and LPGA Professional, Powell was the 2003 PGA First Lady of Golf; the second African-American woman to compete on the LPGA Tour (1967-1980); and a worldwide ambassador for building diversity in the game.

• Jeffrey Sammons, Ph.D., New York, N.Y. -- Department of History, New York University. Historian of American sport and society; member of USGA Museum Committee; member of editorial board of Sport and Social Issues; has written extensively on sport and race, consulted on and appeared in numerous documentaries on sport, and is currently developing multiple historical projects on African Americans and golf.

• Dr. Calvin Sinnette, Alexandria, Va. -- Author of "Forbidden Fairways: African-Americans and the Game of Golf;" emeritus professor of pediatrics at Howard University College of Medicine and credited with more than 20 medical publications.

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Photo gallery of McDaniel's discussion of golf pioneers at PGA HQ (PGA)

Posted: 23 Feb 2010 01:00 PM PST

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Back to the African-American Golf Pioneer Section

Editor's Note: On Feb. 18, Golf Digest Senior Writer Pete McDaniel, the author of "Uneven Lies: The Heroic Stories of African-Americans in Golf," visited PGA of America headquarters and participated in a live discussion about African-American golf pioneers John Shippen, Ted Rhodes and Bill Spiller. Here is a gallery of images from that event:

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Golf's Senior Stars Ready for a Rocky Mountain High (PGA)

Posted: 23 Feb 2010 12:50 PM PST

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Editor's note: This is the first of 14 weekly series, featuring premier members of the 156-player field that will compete in the 71st Senior PGA Championship, May 25-30, at Colorado Golf Club.

Corey Pavin
Captain, 2010 U.S. Ryder Cup Team
1995 U.S. Open Champion

On Making a Senior PGA Championship Debut ...

"The Senior PGA Championship will be my first senior major, and I'll probably have six or seven senior events under the belt before I get there. It will be nice to play a four-round event, which is unlike most of the Champions Tour events. As far I'm concerned, the more rounds the better.

Any major, whether it is on the Champions or regular Tour, you know that the course will always be set up a little harder. It adds a new dimension into who will win the tournament. It doesn't mean that you would likely see someone shooting 15-under to win an event. It takes a lot more fortitude when the scores are higher. It brings more parts of your game into play.

It's nice to see a lot more of the guys that were on the regular Tour now playing here, and in this Championship. They are all playing real well, and you still have to putt well to make it here."

On Playing in Colorado ...

"I have played quite a bit in Colorado over the years. I was in the Trans-Mississippi [Amateur] when it was in Denver, and have played at the Broadmoor, in the Colorado Open and was in The International at Castle Pines. I love playing in Colorado. The ball goes farther, and that's good for me!

It is just a unique place for golf. Obviously, I've never played the Colorado Golf Club yet, but I have heard good things about it and look forward to being there."

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