The Clubmaker Journal
The Clubmaker Journal, published by Golfsmith International, needed a more memorable way of communicating the technical aspects of assembling golf clubs, while promoting the benefits and hobby appeal of custom clubfitting to new readers.

As editor of The Clubmaker Journal, Meng & Associates founder John Meng revitalized the publication by creating editorial that, although technical in nature, was entertaining and thought-provoking.

Result: The Journal became profitable for the first time in the company’s history.