Line them up.

A few years after winning the US Masters in 1988, Sandy Lyle was going through the slump of all slumps. 

A prodigious talent as a youngster, Alexander William Barr Lyle had been English boys amateur champion, youth champion and a host of other titles. If it had not been for the presence of his semi namesake Nicholas Alexander Faldo, he would have dominated the game as a young man in Britain. 

He won the Brabazon trophy twice and played on two Walker Cup teams while still an amateur. 

When he won the Open in 1985, the first British golfer to do since Tony Jacklin, Sandy had become one of the worlds greatest players and his promise was crowned on that day at Augusta when, despite hitting the ball into a fairway bunker at 18, he managed to birdie the last to win the coveted green jacket, this time becoming the first Briton to do so. 

So it was a symptom of how bad things had become when at a press conference some years later after missing yet another cut at the British Open, Sandy's honest answer to a journalist who asked him what he thought had gone wrong is an answer I will never forget. You should know that Sandy is one of life's gentlemen and unlike many of his contemporaries before and after, has a reputation for taking the time to honestly answer any journalists questions. On this day, however perhaps he was a bit too honest even for Sandy. 

When the bloke from the Daily Mail, who should have known better by the way, asked Sandy where it was going wrong, the incredible answer from one of the best amateurs the golfing world has seen, Open and Masters champion was, and I quote "When I stand on the tee I have no idea where the ball is going"

In an interview later, a more grounded Sandy offered his take on the best tip for the weekend golfer. For Sandy! the secret lay in alignment. Ironic, given his press room quote, Sandy's tip for all amateurs was that they should work on their alignment. Using the analogy of the archer, there's no point firing your arrows straight if you're not pointing at the target. 

The easiest way to get aligned properly is one of the commonest tips in golf. Spend a moment closely watching the greats like Nicklaus and Norman in play and you'll quickly see a studied movement as they settle over the ball. Watch closely as their eyes shift from the ball to the target, stopping at an intermediate point to ensure they are lined up with a twig, divot or leaf that's on the line. 

The margin of error with a medium to long iron means that having the club face a few degrees off line can be the difference in hitting or missing the green, however well the shot has been hit. To get alignment right and to follow the top pros, before taking any shot, you should stand behind the ball and pick a mark some three to ten  feet I from of your ball that is on line with where you plan to aim. The mark can be a divot, leaf, even a slightly different coloured blade of grass, anything that is easy to fix your gaze on. 

Once you have picked the spot to align to, and before you take up your final stance, place your club on the ground in line with that spot. Keeping the club steady, move your feet into position before one final check that the club face is still aligned to the point of aim. 

It's really important to do this by lining the club up first. Too many golfers add to their golf handicap by planting their feet first, especially with the driver, before considering the line they want to hit it on. Having planted their feet first, the likelihood of being perfectly aligned is slim at best and from that point making good contact becomes a matter of luck. 

Having lined up correctly, with the spot in between you and the target and your club aligned to it, all you have to do is remember the words of one of the best selling golf authors of all time, Harvey Peninck, who summed golf up in three little words. 

Take. Dead. Aim. 

I can't put it better. 

Take more club

Pin high!

Probably the most obvious difference between the pro game and the weekend golfer is the ridiculous distances that the top players hit their irons nowadays. Even swinging at 80 percent of their speed, we get used to seeing a caddy pull an eight or nine iron out of the bag when his master is still 160 meters from the green. 

Never mind that lofts of clubs have been surreptitiously changed by manufactures so actually our wedge nowadays is the same as an old time 9 iron, nevertheless for the average club player, that's nothing like enough club. 

In fact, most players would be better off hitting an easy swing with a five iron from that distance. But week in, week out, I see club golfers hitting far less club than they actually need! especially on par threes. 

It's one of the most common things you hear from professionals talking about their pro-am partners. Being pin high and having hit "the right club" is no good if you are thirty yards off line and short sided. 

As a rule, very few par threes have trouble beyond the hole. Most will be aggressively bunkered at the front perhaps with two or three positioned thirty yards short to give you a false idea of where the green starts, but few penalise you for being long. 

The simplest tip for playing any par three, no matter how scary looking, is this...

Take More Club. 

Golf magazines and me. It's been emotional.

The late 1980's, long before the internet and social media, were a golden period for the magazine business. 

Desk top computers were taking over from the traditional publishing arts of typesetting and composition and new printing technologies meant that magazines could for the first time be printed cheaply and in full colour throughout. 

Ten years before the launch of Loaded and FHM, the UK golf magazine business was dominated by two monthlies, Reed's long standing publication Golf Monthly and Golf Digest, published in the UK as a subsidiary of the New York Times. 

To my eye, both were relics of a bygone age. 

Virtually identical in format, the magazines had the stuffiness of a men only golf clubhouse, with long articles about the history of the Open, long interview with the players that revealed little if anything about the psyche of the subject and astonishingly virtually no information about equipment. 

Each had low sales and high readership, most of which came from them being available to read in those clubhouses I mentioned earlier. How many hours were spent on that Lee Trevino at fifty article I wonder...

It seemed to me that as golf was growing, with new pay to play courses springing up all over and a greater range of equipment appearing in the pro shop (this, lest we forget was the era of the golf ball with hexagonal dimples) the magazines seemed to,me to be out of touch with the regular golfer. 

Well me to be precise. 

My original idea for a new magazine was called golf answers. "Answers" magazines were much in vogue at the time. Golf Answers would feature a mix of content more aimed at the golfer like me. Hints and tips on how to play better, lots of equipment and course reviews and stuff about pro golfers that people would not know from watching TV. 

However we learnt very early on that the title was a mistake. "You can't learn golf from a magazine" we were told. A subtle shift of editorial focus and Todays Golfer was born. 

One of the key insights in developing the magazine that anyone interested in articles about the pros would already have watched every shot of the British Open on TV so a piece of reportage telling the reader that Faldo hit a six iron to the eighteenth was both something they already knew and had most likely already been covered by the same expert writers in their daily newspaper articles. 

What we discovered through research is that all of our likely readers knew that they would never hit the ball like Faldo, Seve et al. They had little if any interest in the technical aspects of the pro game. But what they did what to want to know was what we quickly christened the "inside the ropes" stuff. What ball did they play with, how much they pay their caddy, what football teams they support, that kind of thing. In fact what they most wanted to know is what happened before they get onto the first tee on the last day of a Major. Breakfast? Practice? Meditation?

One of my favourite true stories from the publishing of today's golfer is that on the morning of his last round at Muirfield Nick Faldo whiled away the long hours before his 2.30 tee time over breakfast with one of Britain's best loved comics Ronnie Corbett at his home by the side of the first fairway before walking through the garden onto the golf course. 

20 years on, I'm wondering if that story was true.  Hope so. 

The other things that we learned the public wanted were really simple ideas for improving their game. So much so, that launch editor Bill Robertson's popular Tee to Green series quickly became a unique and big selling point of the magazine. It must have been good, as our rivals tried in vain to invoke some PGA rule about amateurs giving lessons to golfers. 

The unique mix of courses to play, a dedicated equipment section and easy to follow instruction soon saw Today's Golfer overtake the established monthlies to become the UK's biggest seller. So much so, that a few years later, emap purchased Golf World and Golf Illustrated to become the UK's leading golf publisher. 

The magazine industry continued to grow in the early 1990's and as Today's Golfer quickly became the number one title! a gap started to emerge for a magazine for younger golfers. Emap were publishers of FHM, a magazine success story that rewrote all the rules on men's magazines with regular UK sales of over 1/2 a million copies. 

Inspired by the success of FHM, the idea for a new launch magazine for a new generation of UK golfers inspired by fashion and with more money to spend than any generation of golfers the world had ever seen, I developed FORE!, an entirely new magazine idea which focused entirely on the idea of getting more from the game. 

FORE! Was an overnight success, selling 165,000 copies of its first issue, setting new records for the category. It was truly, as the excellent advertising campaign put it, "a golf magazine worth shouting about". 

It remains a regret of mine that having left the magazine in my successors hands, it closed not long after, a shadow of its former self. You just can't trust some people. 

I also regret that in moving to God's country I left my magazines behind. Thanks to all the people on Ebay who were listing these for sale. Hope you dont mind me using the pics. Hey! Most of the IP is mine anyway!

Welcome back my friends to the show that never ends...

Golf is a game like no other. No matter how many times you've played your home course, every round is different, from the moment you launch your first tee shot hopefully into the green yonder till the putt drops into the cup on 18.

You may know the layout of the holes back to front and understand the subtle borrows of every green, but despite all that, from the moment your first shot comes to rest, every round is different. A first hole birdie and your stomach is full of excited butterflies. A six or more and you're questioning your swing thoughts...

This blog is a collection of observations and lessons learnt in 40 years of playing the game, including many enjoyable years launching and publishing some of the worlds best known golf magazines. I reckon I've seen thousands of game improvement articles, heard tips and advice from the greatest players and teachers in the game and seen my handicap fluctuate from 5.7 all the way up to the high teens. 

The one thing I learned from my time in golf magazines was that every handicap golfer, no matter his skill or handicap all wanted to be a few shots better. Only 10% of the worlds golfers play off an elusive single figure handicap and most of them are either playing and practicing regularly or already possess a deadly short game. 

This blog is for the rest of us. 

A ten handicapper dreams of playing off single figures, while the 21 handicapper is working towards a handicap that no longer gives him or her two shots on the hardest hole. Whilst it might help to get 38 stableford points, no self respecting golfer wants to be that person who gets two shots on any hole. 

Veteran commentator Peter Alliss has long felt that the maximum handicap for any golfer should be 18, as in one shot per hole. I think I secretly agree. 

Two shots better?

It's a phrase from the research we did on Today's Golfer.

Very early on we learned that golfers didn't care about being a scratch player. They just wanted to be "2 shots better". It's a great phrase. So good, I decided to name my company in its honour.

Welcome.

Early doors, Stricker for a "two-peat"

Who would have guessed ten years ago that this week's two top sports stories would be about Tiger Woods spitting and an Italian headbutting the hardest footballer I ever saw?

Ah well, both stories are more newsworthy than Darren "DA" Points (for it is he) winning on tour. Anyone that took the two billion to one on offer, well done. Now give it up and retire. Lightning does not strike twice. Mind you I did once get 200/1 about Thomas Levet after 36 holes at Loch Lomond, but I digress.

This week at Riviera, Steve Stricker is the obvious choice. He won last year in similar conditions, he's hard as nails and has already had two top ten finishes in 2011. Mickleson is in the field so you can get 14/1. Me, I'm going to wait until Saturday morning.

Betfair crazy odds tip this week is Charlie Wi. 300/1 when the local TAB say just 151. Double it up with the Rebels to beat the Tahs...you knows it...