ith his golf credo—"Hit it hard"—that horrifies traditionalists, his boyish enthusiasm, his athletic good looks and irrepressible will to win, he has dominated the game as no one has since the heyday of Ben Hogan nearly a decade ago. Thus he has ended his sport's long wait for a fresh, vibrant personality, bringing a new age to golf: The Palmer Era. Photograph by John G. Zimmerman Text by Ray Cave Palmer's eight tournament victories in 1960 (including the Masters and U.S. Open) garnered him a then single-year record $80,738 in winnings. He was also named the PGA Player of the Year. Today, Palmer, 68, is active on the senior tour. He co-founded and is chairman of the Golf Channel, plans golf courses and holds a world aviation record.
	Sportsmen of the Year: 1954 1955 1956 1957 1958 1959 1960 1961 1962 1963 1964 1965 1966 1967 1968 1969 1970 1971 1972 1973 1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996