• by Michael Shields , October 2, 2004

Chris Riggs, CEO and co-founder of Riggs-Heinrich Media, does not want you to read or subscribe to his new magazine--not unless you are really rich.

He wants his new startup, Golf Connoisseur, to be as exclusive as a private golf club. So much so that his team has employed circulation expert Dan Capell to help ensure that average Joe stays away.

Golf Connoisseur, a new luxury lifestyle magazine anchored to the golf world, is taking a page from the business-to-business business model by launching with a very unique controlled circulation methodology.

The magazine will only be mailed out to those with the highest incomes, and lower-income readers will actually be discouraged from subscribing by enforcing a prohibitive price on those with lighter wallets.

"Instead of, 'Would you like to receive this magazine?' It's almost like, 'Can you qualify to receive the magazine?," says Capell, who is the editor of the respected Capell's Circulation Report. "I'm not sure it has been [done before]."

Golf Connoisseuris aimed at those who have made golf a huge part of their lives, and the sport complements their devotion to the finer things. Think 30-year-old scotch and private jets.

The magazine, which will debut in December, represents the first media product of Riggs-Heinrich Media, which was founded by Riggs and Rocky Heinrich back in 2002 as a specialty media company geared toward wealthy consumers. Beyond the magazine, the plan is to develop a multimedia company, and possibly delve into the winery and luxury goods businesses.

To reach this well-heeled demographic, the initial issue of Golf Connoisseur is being mailed out to the top 200 plus private golf clubs across the country, including Augusta National (host of the Master's tournament) and Pine Valley. In addition, Capell and his team have identified the most high-worth mailing lists and wealth-heavy PRISM clusters--plus a selection of C-level executives at the top 1,000 companies--to receive the magazine's first issue.

Respondents must then submit a request in writing to receive the magazine, and fill out a detailed demographic questionnaire. They are expecting 235,000 readers to start.

"We are trying to produce the highest demographics in America," says Capell.

Thus, Golf Connoisseurwill likely compete in the realm of The Robb Report and Cigar Aficionado-rather than, say, Golf Digest. There will be few pages devoted to tips on improving your swing, or stories on Tiger's win at the U.S. Open.

"These people are smart enough to know that a story going out to 500,000 other readers isn't going to help them get better," says Editor in Chief James Frank, who knows of what he speaks, as he is the former editor of Golf Magazine. "Besides, they can hire a pro to improve their game."

The prototype issue has been printed on oversized 9x12 stock, and features beautiful photography of the Carnegie Club at Skibo Castle in Great Britain, along with an accompanying profile of one of Europe's most exclusive golfing venues. An interview with famed golf junkie Michael Jordan is also featured.

So far, advertisers have been responsive, although the company is hesitant to divulge names until insertion orders have been signed. "Advertisers want higher-end users, particularly luxury goods advertisers," adds Publisher Joe Kelly." These people are very hard to find."

Golf Connoisseur is expected to go quarterly next year and bimonthly in 2006.