Chapter 3. The Classic U.S. PGA Championship Web Site


I know I am getting better at golf because I'm hitting fewer spectators.

 --Gerald Ford

The PGA Championship is one of the world's premier sporting events. Presented in the late summer each year by the PGA of America, the tournament is the final major event of the golf season, features the best players in professional golf, and is followed by millions of fans around the world.

Turner Sports Interactive, a division of Time Warner, was responsible for the site development and editorial content during the event. The technological goal was to create a dynamic, rich, standards-compliant site, using CSS for all layout and presentation, and easily digestible Extensible Hypertext Markup Language (XHTML) markup, and Flash for special features. The creative goal was for a Web presence that was visually unique, sophisticated, and most of all, without any of the typical golf design clichès. A palette of desaturated, warm neutral tones was chosen, plus white and black to emphasize original photography and place as much attention on the textual content as possible.

Soon after its launch in July 2004, the PGA Championship site received overwhelmingly positive feedback from golf fans and the Web development community for its unique presentation, adherence to Web standards, and overall design. Traffic exploded on the first day of competition, as the editorial team delivered a steady stream of news, scores, and multimedia content to millions ...

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