Conde Nast Purge Finally, Sadly Hits Golf World

While out on the course yesterday, I saw Tom Dunne's mention of a Gawker report that confirmed that Conde Nast has let go "at least 10" staffers at their Golf World and Golf Digest operations.   Reportedly, the news was sudden and shocking for many, though some circumstantial data that I'm aware of suggests that these firings were a more calculated decision by the publisher.

Effectively, the sales staff at Golf World was removed and now the Golf Digest sales team will do double duty.  It cannot be that much of a stretch to expect a similar editorial merger as well.  In fact, Stephanie Wei (having quite a day of scoops) is reporting that John Hawkins has been let go by Conde Nast in this purge.  A comenter at Geoff Shackelford's site acknowledged that non-sales staff had been released with no other details.  The merger may already be beginning.

To be frank, this is sad news but, unfortunately, a day that was destined to come.  The magazine business is struggling mightily with the realities of digital content, lower circulations, and the battle for compelling content in the 21st century. 

Conde Nast's effort to include Microsoft Tag technology in their Golf Digest magazine was a token nod to the realities of the print business.  Magazines like this one will likely have to go digital with print, audio, and video content that is hyper-timely, engaging, and interactive.  Admittedly, the Conde Nast pubs have lagged behind some of its competition in that regard on the digital front, but have made strides.  Meanwhile, they're still trying to produce a print publication that can lack relevancy in the modern news cycle.

Hopefully, out of this bad news can be an acknowledgment that Conde Nast will have to become a multimedia company in order to survive.  And that will also mean a burst of new content taken to a digital platform that will allow current voices and new ones to thrive.