Tennis Week's new look [Archive] - MensTennisForums.com

Tennis Week's new look

kenneth212
03-21-2007, 05:13 PM
Has anyone else seen the unveiling of Tennis Week's new "look"? I wrote a review and posted a bunch of photos on my blog, but for those not that interested I will just say that it's become a mini-Us Weekly about tennis -- and I don't say that as a good thing.

You can see for yourself here (http://kennethinthe212.blogspot.com/2007/03/tennis-week-gets-hollywood-makeover_21.html). Let me know what you think.

scoobs
03-21-2007, 05:27 PM
Looks dreadful.

Does it talk about tennis at all? As in, you know, what goes on on the court and stuff? Because it looks like any and all references to tennis, living or dead, are purely coincidental, if that blog is anything to go by.

Awful.

NicoFan
03-21-2007, 05:38 PM
It is awful. I got my copy last weekend in the mail.

This first issue is like a fashion magazine...and not a good one at that.

Almost nothing about on court tennis.

And focuses only on Maria (about 80%), Andy, and Roger. Rafa got one picture...and nothing else. Forget coverage anyone else.

I understand the new concept of Sports Hollywood. Which can be fun and interesting to read. But there still has to be balance - and has to still be mostly about sports.

Deboogle!.
03-21-2007, 06:02 PM
Wasn't TW bought out not that long ago? and didn't several us voice the concern that it would lose some of its quality? too bad that it may have come to fruition.

That said, the website is so far still the same, with continued great pieces from Richar Paliagro and good interviews, etc.

goldenlox
03-21-2007, 07:05 PM
There's no reason they can't have both nuts and bolts tennis, and the glam filler.

Sunset of Age
03-21-2007, 07:14 PM
http://www.freesmileys.org/emo/sick001.gif http://www.freesmileys.org/emo/sick001.gif http://www.freesmileys.org/emo/sick001.gif

Awful. I guess Mr. Disney approves of this.

tangerine_dream
03-21-2007, 07:20 PM
There's no reason they can't have both nuts and bolts tennis, and the glam filler.
This is one reason why I liked DEUCE magazine so much: it had some "let's talk fashion!" photos and then a whole bunch of interesting indepth interviews and stories about players from today and yesteryear, as well as some stat comparisons, and some other good stuff like that.

Too bad DEUCE went back to an annual publication. Their last issue was very disappointing.

TenHound
03-21-2007, 07:30 PM
Yes, the Most Powerful Sewer Rat in tennis bought it. Tedy Forstman, the monster who bought Int'l Mobsters Group from Mark McCormack(sp?)'s estate, or whatever. He's a Speculator. Anyone who didn't read art. about his takeover in NYT should - it's the Must Read Art. of the last yr. His only virtue is his honesty. He said it's all very nice meeting Roger, who is very nice. But tennis players make him a lot of money, and the only reason he bought IMG was to make as much money from it as quickly as he could - unlike Mark, who had conflicts of interest w/IMG, but truly Loved Tennis.

So, enjoy while you can, 'cuz it's down the toilet at the speed of light from here on in.

TenHound
03-21-2007, 07:33 PM
Christ, come to think of it, Roger blew IW last wk. 'cuz he was in LA doing a "fashion shoot" rather than practicing on site every day as is his usual routine. Wonder if it was for this garbage rag.

zicofirol
03-21-2007, 07:42 PM
that looks horrendous, and I agree all the fashion tips for the amateur weekend warrior are annoying in tennis magazine...

nobama
03-22-2007, 11:18 PM
http://www.tennis-x.com/xblog/2007-03-21/152.php

March 21st, 2007

The Tennis Glamification Project

by Lynn Berenbaum
Play got underway today at the Sony Ericsson Open in Miami, where one of the weakest components of our sport is being put on full display: we are suffering with an image problem, and those trying to reinvent the brand don’t seem to understand it.

In August, WTA sponsor Sony Ericsson took over sponsorship of the tournament in Miami from NASDAQ and set out with IMG to turn the event into a “Glam Slam”, or as I will now refer to it, the “Tennis Glamification Project” (TGP).

Basically, TGP is the overall rebranding that’s being attempted by the TPTB. It cuts directly into the heart of the push-pull conflict of retaining and satisfying die-hard fans and going after new ones.

As part of Tennis: Hollywood Make-Over Edition, IMG also purchased and revised Tennis Week magazine and just launched the new print version to coincide with the tournament. Though they haven’t done anything with the online version, this morning I got a full taste of the new print version of TW via the scans my buddy Kenneth Walsh posted on his blog. No, I am not a subscriber, but I read TW online pretty much everyday. I am a fan, and while I would agree that it needs a web make-over, the content and reporting is wonderful and a staple of any good tennis reading diet.

I really tried to reserve judgment on the print version despite the initial press release overtly stating that they were going to turn the mag into something more like IMG’s fashion book, The Daily. Ken and I weren’t alone in our assessment either, and as he points out, the new spin to TW is a little more Us Weekly than we bargained for. The funny part is that people like me and Ken should probably be the primary targets for this venture into tennis celebrity-dom (celebrity-dumb?). Unfortunately we both found it funny-sad, not funny-haha. Whoops.

In today’s USA Today, Dee Dutta, the head of marketing for Sony Ericsson, who has been a primary architect of the TGP explained that, “This is all about being hip and cool. Somewhere along the way, tennis became more about backhands and forehands and lost some of its glamour.” :retard:

Jumping up and down and saying that you’re gonna ‘glam it up’ and be ‘cool and hip’ is the behavior of an insecure junior high schooler, and is a tell-tale sign you’re definitely neither hip nor cool. Are we really ready to air our dirty laundry in an afterschool special? And if we do, should it be daily wear or evening wear?

Oh, and, um, since when has tennis not been about backhands and forehands?! Exactly!!

Couple Dutta’s statement with ATP Chair Etienne de Villiers now-famous “furry ball” line earlier this month, and you’ve traced out a much larger problem that tennis faces in both morale and overall branding architecture. Is it a big surprise that the ATP canned the Round Robin today?

Sports executives, no less two sports executives that hold such powerful sway, who blatantly demean the very basic principles of tennis, and in doing so, insult the intelligence of their fans, are not the kind of leaders who can change the sport. What they’re proving instead is that they simply don’t get it. That's what comes from hiring people who have no understanding or respect for the sport!

Bizarrely, Dutta and crew are intent with capitalizing on the success of a Maria Sharapova-branded model of tennis “glamour” that’s been honed and cultivated for many years by IMG. Unfortunately, Sharapova’s not really a trend-setter and her influence among those who are already fans is a mere slice of the base of already dedicated enthusiasts. Sure, she probably brings in a few new male fans, but if her play doesn’t keep up, she could go the way of another blonde Russian bombshell in a jiffy.

Paul Swangard, managing director of the University of Oregon’s Warsaw Sports Marketing Center, who was also interviewed by USA Today, points out that there’s nothing to carry TGP forward once you’ve piqued someone’s interest, and the connections are too loose. Techno music will not turn someone into a tennis fan, no matter how much they drink.

Add to this that in going down fashionista road, they’ve lost sight of the fact that average fans aren’t interested in, no less could afford, a Marc Jacobs skirt or a Chanel racquet.* It also sets up the notion that tennis is a sport of have’s — something that echoes the exclusionary country club tradition we’ve come away from.

Good golly, who do they think they’re going to get to pay attention to tennis by luring Naomi Campbell to the player party? The mad maids brigade of Miami-Dade? Is she going to make Roger Federer hold her purse?

Tennis has very proudly become a sport of inclusion: whether you learned on the public courts in Compton or hitting a ball against a wall in Eastern Europe, you are embraced by tennis fans for your successes and your athleticism.

TGP sets up a further division between fans and our athletes. It doesn’t take a genius to know that fans want to connect with their sport’s stars. That’s a given.

The TGP going on in Miami isn’t a singular example of how the TPBT are going about this image make-over either. It’s an evolving pattern which includes thrusting Tiger Woods and Roger Federer together, with the sheltered divisions between the athletes and journalists that cover them**, between those they choose to promote and those they choose to let fall by the wayside.

Tennis used to be about sport, now it’s more about games.

lynnlovestennis
03-22-2007, 11:36 PM
Thanks for posting the article Mirkaland. FTR, Ken's my buddy who I reference, so be sure to check out his awesome commentary on the new TW.

As a little follow-up, they just did press preview (http://www.heraldtribune.com/apps/pbcs.dll/article?AID=/20070322/APS/703222971) for Night Tennis today, where Dutta said, "There is a need to get tennis to be at its rightful place - as the hippest, coolest sport that it used to be."

That dude keeps impressing that he should really stick to selling cell phones.

Anyway, they're gonna have 2 junior players, one of whom said, "It's not natural. Weird is an understatement." They also hired ((drumroll) Bethanie Mattek (http://www.offthebaseline.com/2006/06/29/if-you-lose-the-match-win-the-fashion-contest/).

The hits keep coming....

zicofirol
03-23-2007, 12:31 AM
Jumping up and down and saying that you’re gonna ‘glam it up’ and be ‘cool and hip’ is the behavior of an insecure junior high schooler, and is a tell-tale sign you’re definitely neither hip nor cool. Are we really ready to air our dirty laundry in an afterschool special? And if we do, should it be daily wear or evening wear?

Sports executives, no less two sports executives that hold such powerful sway, who blatantly demean the very basic principles of tennis, and in doing so, insult the intelligence of their fans, are not the kind of leaders who can change the sport. What they’re proving instead is that they simply don’t get it. That's what comes from hiring people who have no understanding or respect for the sport!

exactly!!, the WTA exec seems more lost than mr. disney...

zicofirol
03-23-2007, 12:32 AM
Anyway, they're gonna have 2 junior players, one of whom said, "It's not natural. Weird is an understatement." They also hired ((drumroll) Bethanie Mattek (http://www.offthebaseline.com/2006/06/29/if-you-lose-the-match-win-the-fashion-contest/).

The hits keep coming....

:rolleyes: :retard: :retard: :retard:

Racket88
03-23-2007, 04:00 AM
Gene Scott is rolling in his grave.

Goodbye Tennis Week, I already subscribe to a fashion mag and that's Vogue. I don't need another one.

lau
03-23-2007, 04:14 AM
In today’s USA Today, Dee Dutta, the head of marketing for Sony Ericsson, who has been a primary architect of the TGP explained that, “This is all about being hip and cool. Somewhere along the way, tennis became more about backhands and forehands and lost some of its glamour.” :retard:


:spit: :haha: :silly:

tangerine_dream
06-01-2007, 03:49 PM
Did anyone get their new issue of Tennis Week this month (Yannick Noah on the cover)? Check out the letters section. Nothing but two pages' worth of glowing, giddy, high praise for their new gossip/style/celebrity look but not one dissenting opinion. That's quite a contrast from all the negative stuff people have posted on all the tennis websites that I've seen.