Publisher Sports Illustrated is continuing to make applications a cornerstone of its mobile strategy with a new iPad app for Golf Magazine.

The app lets current Golf magazine subscribers access a tablet-specific version of the magazine. As of launch, the app is not advertising-supported but has plans to include ads in the future.

?We are embracing these new platforms in an effort to showcase our content in an environment that will truly enhance the reader experience,? said Dick Raskopf, publisher of Golf Magazine, New York.

?The benefits of viewing the magazine on a tablet device are many, from the ability to watch instructional tips come to life in video, to the stunning clarity of our award-winning photography,? he said.

?It is the natural step in our evolution to deliver our content wherever our consumers want to experience it.?

Teeing up
The Golf Magazine iPad apps lets readers access the magazine?s December 2011 issue.

Additionally, subscribers can view video tips and instructions from golf experts.

Readers can also view reviews on golf-related gear and equipment.

Additionally, users can receive deals and offers at select golf courses.

The app also gives users exclusive content to the December 2011 issue that focuses on professional athlete Rory McIlroy.

Users can view exclusive content via the Golf Magazine app

?This new magazine edition comes on the heels of our launch of our Front 9 app this past April, so we are familiar with producing content specifically for this space, and we are excited to expand upon that initial venture,? Mr. Raskopf said.

Although advertising and sponsorship is expected to happen in the future, the goal of this app is to keep up with parent company Time Inc.?s broader initiative to develop mobile products of all of its print publications.

Getting in the swing
The Golf Magazine app is the latest mobile initiative from Sports Illustrated.

The publisher has centered its mobile strategy around apps by releasing more than 20 branded apps this year.

Most recently, Sports Illustrated released an app geared for the football season that promoted famous team rivalries (see story).

For many of Sports Illustrated?s mobile efforts, the publisher banks on the Sports Illustrated brand that includes all of its properties, both in digital form and in print.

Specifically, the Golf Magazine app is a smart move for Sports Illustrated because tablets give users access to their favorite magazines in addition to extra content.

?Expansion onto tablets and mobile devices is paramount for Golf Magazine,? said David Clarke, editor in chief of Golf Magazine, New York.

?Golf, by its nature is a social game, and having our content readily available on mobile devices is a genuine advantage to the future of our business.?

?We believe the tablet makes our editorial content even more useful, part of our reader?s lifestyle, and now with more touch points, people can learn how to play better and have greater enjoyment of the game.?

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York