Compleat Golfer hits the virtual fairway

Compleat Golfer is launching a website with a novel approach: Fairwaymole.com, named for the character in the magazine's chat and gossip pages, will supply a gallery of action and social photos taken at golf events around the country - not the posed shots golfers are used to, but fun photos showing participants striking their best shot... or trying to get out of a bunker.

Compleat Golfer's national business manager, Simon Turck, says: "Rather than compete with the many other golf news sites on the Internet, we decided to use a different approach to attract users and grow the brand.

"The photo gallery will draw visitors to the site. Once there, they will find links to the latest issue, the magazine's supplements and the hottest news and gossip."

The website goes live on 1 October and a discussion forum and classified section are planned, with a regular newsletter in the pipeline.

For a nominal fee, organisers of golf days will be able to hire photographers - prominently displaying fairwaymole.com branding - to catch the action. The photos will be loaded on to the website, from which participants will be able to download them free of charge.

Advertisers will be able to buy sponsorships on the site, while additional income will come from corporates wishing to add their logs to the photos taken at the golf days.