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Marketing ON PAR.(Brief Article)
Target Marketing, July, 2001 by MASON, KATE
Golfers May Be Hole-in-One Target IMAGINE A TYPICAL American golfer. Do you picture an older gentleman playing a pristine, private course, donning plaid pants, while deepening his perpetual, George Hamilton-inspired tan? If so, think again. WHO THEY ARE Perhaps surprisingly, the average age of the some 26.4 million U.S.
golf enthusiasts is 39 years, and 75 percent of active golfers play on public, not private, courses. "There is a perception that golf has been a game for older, retired men," says Judy Thompson, director of media relations, National Golf Foundation. "But while the typical golfer is male, the average age has been fairly young all along." What makes this demographic so desirable, however, is that its youth is often paired...
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