Since TV Guide pioneered weekly regionally targeted editions and moved toward an electronic production process, there has arisen a bevy of consumer distribution alternatives. Among those include the Internet, free guides contained within Sunday newspapers and daily edition capsules, as well interactive cable menus with television listings. Competition also extends into the advertising world, where advertisers now have more magazines, as well as television alternatives, at their disposal (SAS, 2005). Despite these changes, TV Guide has continued to thrive and plans to.
The profile for television listing guide customers consists of the following geographic, demographic, and behavior factors:
oNewsstands via various retailers
oSubscriptions delivered via direct mail
oTargeted consumer 55 million television viewers
oCapital cities 683,000
oCountry areas 220,000
21 million television viewers
14.5 million subscribers
67.9% have Internet access
12.4% made online purchases in the past 30 days
$53,579 is the median household income
Average issue is opened four times per day 28 times per week 51% Male/49% Female readership(McDonald, 1998).
People want a variety of methods that will offer various forms of entertainment news, as well as television listings. Many do not want to pay for a weekly subscription to a magazine that gives them virtually the same information that can be obtained electronically for free. More and more people are using newer technology such as the internet and onscreen television listings to obtain their entertainment news. Cable companies offer on-screen TV listings. Prevue Networks is TV Guide's largest competitor which boasts over 41 million on-screen subscribers (1998). StarSight Telecast Inc., another of TV Guide's competitors, owned patents for interactive program guides, or I.P.G.'s for short (Kuczynski, 1999). In 1997, Starsight was bought by a company called Gemstar, which bought TV Guide two years later in 1999 (1999). This merger will help TV Guide stay competitive in a fast growing technology dominated industry. SWOT Analysis
The following SWOT Analysis shows the strengths and weaknesses of TV Guide, as well as looking at its opportunities and threats.
1.1.1.Brand recognition and brand loyalty
1.1.2.Largest magazine circulation in the United States
1.1.3.Geographically targeted editions
1.1.4.Powerful publishing technology
1.1.5.Easily accessible listings
1.1.6.iGuide enables users to tailor content to their tastes 1.1.7.TV Guide demographics attract advertisers
1.1.8.Cross-marketing ability with parent company (News Corp)
1.2.1.Magazine format is dated and digest-sized
1.2.2.Production of 119 different editions increases overhead 1.2.3.Must use sophisticated database technologies
1.2.4.Program listing section is in a constant state of flux
1.3.1.Develop iGuide into a full-blown, full-service electronic tool 188.8.131.52.Users can create personalized TV grids
184.108.40.206.CineBooks offers information on 30,000 films
220.127.116.11.Venue where text, sound,, and images are hyperlinked to other Web sites. 1.3.2.Develop format that will lure younger subscribers
1.3.3.Competitor's onscreen service is limited in differentiation service...