Newslines, the voice for turfcare professionals

Newslines is a biannual 12-page publication which has been representing the Toro brand in this niche sector and delivering results for its distributor and our client, Reesink Turfcare, for almost a quarter of a century.

Reesink Newslines Magazine

Brief
With each and every issue we set out to push the boundaries for this well-established publication by creating a community that represents existing Toro customers in a way that it attracts new customers; recognising and promoting the unsung heroes in sport; providing an informative read that clearly understands its greenkeeper and groundsman audiences; and maximising reach to highly targeted audiences, via print, email marketing and the website.

Solution
We have an extensive planning and production process that involves the researching, interviewing and writing of over 20 stories for each issue. Plus, an editorial job of deciding the front cover story, sub-editing copy, writing headlines, sub-heads, straplines, preambles and captions; and reviewing, selecting and captioning pictures.

Creativity is presented via the written word, as well as the medium of photography from our comprehensive rosta of photographers the length and breadth of the country who are called upon to ensure we maintain our reputation for constantly and consistently delivering the market-leading photography our client is known for.

We ring the changes, adding to content regulars, most recently with a customer Q&A and machine specification and we always include an impartial view from a well-respected technical freelance writer.

Results
Almost 12,000 copies of each issue of Newslines are printed. 6,000 copies are inserted in Greenkeeper International, and 5,500 in The Groundsman, plus additional 500 for shows. The digital version is sent direct into the inboxes of every golf club at committee and greenkeeper level and every sports venue (football, rugby and cricket leagues, tennis and bowls clubs) at groundsmen and facilities manager level, at a total of 6,236.

We can use the digital issue, which reaches the same audience as the printed version, to gauge engagement. The Spring issue was broadcast to 2,836 customers and we know 1,045 opened the communication of which 11.5 percent clicked to read it. With B2B industry averages approximately three percent for good open rates we are always encouraged to see Newslines beat that in its digital form.

“Clubs want to appear in Newslines because it’s the perfect platform for us to communicate what we’re doing and why to our industry peers. It does a fantastic job promoting our industry and creating a place to talk.”
Sam Rhodes, courses manager at Woodhall Spa Golf Club, the home of English Golf

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