Shoop has magazine on par for big hit

Shoop, left, in the magazine's start-up outing photo

By Hing Wong
PR, senior

It took Shawn Shoop 10 years since his 1995 graduation from Purdue's Department of Communication to realize a dream: owning his own business.

Last year, Shoop became a partner in a new publishing company, Golf Journal Publishing. Its first magazine, Florida Golf Journal, debuted in July 2005. Shoop serves as the vice president of business development for the magazine. From the first issue, the journal circulation was twice as large as its nearest competitor.

"It was pure satisfaction when I went to a Barnes & Noble in Clearwater and I saw my magazine on the rack," he said.

The magazine targets a niche audience. It solely focuses on the upscale Florida golf lifestyle: the golf development communities, the premier country clubs and highly rated public courses, the golf resorts, and the affluent golf real estate.

"We are a golf lifestyle magazine. We are not a magazine about how to be a better golfer, or tips on how to improve your game."

Florida Golf Journal does not do any paid reviews or feature stories about golf courses, even though it assures revenue.

"I like the fact that we have honest writing," Shoop said. "We are quickly gaining a reputation as the credible source on the Florida golf scene."

Its freelance writers include the golf writers from major daily newspapers in Florida.

Shoop said it was his ambition that drove him to succeed. "The most difficult aspect of a start-up is earning revenue to maintain positive cash flow," Shoop said.

About 80 percent of magazines never get to a second issue; 90 percent never get to a third issue. Florida Golf Journal is currently working on its fourth.

Florida Golf Journal targets only affluent golfers; its potential advertising clients are the elites in the golf industry. To prove the magazine is worthy of their business, and that it is equal to the task of reflecting their well-earned reputation, is a long process, especially with a start-up, Shoop said.

So far, their advertising revenue has increased 200 percent from the first issue to third issue. They broke even on the second issue, and made a profit on the third issue.

Shoop said his Purdue degree has helped him immensely in his career.

"I did not know the power the name Purdue carried outside of the state," he said. "Outside (Indiana), Purdue is very, very, very well respected, more than its in-state competitors."

More information on the Florida Golf Journal can be found at www. floridagolfjournal.com.