Golf Digest went to finishing school and came back as "Index". With the new name comes a curious and spiffy new tag line: "The measure of a man's best time". Didn't they teach them about "ladies first" at finishing school? I guess women will have to wait for their own version of the mag.

GD's "Index" is a new publication targeted at the McMansion mortgaging, crispy clean nouveau riche. Topics of their winter issue include  skin care, wine collections at private clubs, jet-setting celebrities, and aviation. Of course, old-money millionaires may read it too, but, with generations of practice, they already know what to do with all their money.

From the pen of the editor, "We take you behind the gates of the most private retreats, across the world to the most exotic golf locales, and onto the course with the game’s most successful players and business people." He sign's the letter, punctuating it with his handicap index (4.9). Who puts their index after their name? Geez.

Golf Digest has always catered to the "common" golfer. Issue after issue focuses on simplifying the average hacker's slice or etiquette advice for the uninitiated.

Life and business is changing and sometimes the only way for a business to grow is up. I understand and respect what GD is trying to do. I just hope they don't lose focus on the original publication that got them here.

Golf Digest's Index is like Golf Connoisseur, but with street cred.

Hungry for more? Magazine Rack has a good review. Geoff Shackelford has some opinions. So does the Golf Blogger