In 1938, Spalding standardized golf clubs and gave them their modern nomenclature, such as 5-iron, pitching wedge, driver and so on and so forth. Given that golf has been played since the 15th century, this begs the question what kind of clubs did golfers use in centuries past? The answer is non-standard clubs that bore strange and interesting, Scottish names like mashie, brassie, jigger and, of course, niblick. The niblick was the equivalent of the modern day 9-iron. When warming up, the average golfer is likely to pull the 9-iron out of the bag first. And so, Niblick magazine is for golfers just starting to warm up to golf.
Niblick is a magazine informed by the notion that golf is old but golfers aren't. The magazine targets younger golfers, between the ages of 25 and 45, interested in the science behind, as well as the beauty and history of, the game. Recent reports indicate that the golf industry is struggling to attract and retain younger players and enthusiasts. Golf literature is no different and is largely out of touch. The layout design of Niblick is inspired predominantly by Wired magazine, which is always on the cutting edge of technology and innovation. Niblick is designed to honor golf's past by focusing on its future.
The magazine consists of three departments: Grips, Tips and Links, as well as monthly featured content pertaining to professional golfers, tournaments and various trends in the game.