Word: binford
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Dates: during 1980-1989
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...Sunkist Growers, which annually earmarks about $200,000 for the Ladies Professional Golf Association tour: "We get brand-name exposure by sponsoring the 'Quiet Please' paddles. Every time they hold them up, well, you can't get that kind of exposure from regular advertising." Corporations love golf, says Susan Binford, a Los Angeles media consultant and former pro golf instructor. "It's such a clean sport. When was the last time you heard about a guy busted for drugs who was a P.G.A. member?" she asks...
...also appealing to a younger crowd. And it shows. Myrtle Beach, S.C., for example, has evolved from a secluded, two-course resort town into a family golfing Mecca with 49 public and ten private links. "It's the perfect sport for the 'I'm-in-control generation,' " says Binford. Nor is it so hard on the knees as tennis or jogging -- something that baby boomers have come to appreciate now that they are turning fortysomething...