TV Guide has become a staple in both the magazine and infotainment industries since 1955. With a weekly circulation of 14.5 million, TV Guide is the largest magazine in the United States (McDonald, 1998). Although faced with increasing competition, the magazine still managed to increase its number of ad pages and revenue in 1993 and 1994 (1998). The competition is both with growth and technology, as well as with consumer distribution options that have become available since the Radnor, Pennsylvania company's inception.
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:
Newsstands via various retailers
Subscriptions delivered via direct mail
Targeted consumer 55 million television viewers
Capital cities 683,000
Country 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
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.
Brand recognition and brand loyalty
Largest magazine circulation in the United States
Geographically targeted editions
Powerful publishing technology
Easily accessible listings
iGuide enables users to tailor content to their tastes 1.1.7.
TV Guide demographics attract advertisers
Cross-marketing ability with parent company (News Corp)
Magazine format is dated and digest-sized
Production of 119 different editions increases overhead 1.2.3.
Must use sophisticated database technologies
Program listing section is in a constant state of flux
Develop iGuide into a full-blown, full-service electronic tool 22.214.171.124.
Users can create personalized TV grids
CineBooks offers information on 30,000 films
Venue where text, sound,, and images are hyperlinked to other Web sites. 1.3.2.
Develop format that will lure younger subscribers
Competitor's onscreen service is limited in differentiation service...
References: Kuczynski, A. (1999). TV Guide Sold For $9.2 Billion In Stock Deal. New York Times, C1. Retrieved on September 9, 2005 from ProQuest Database.
McDonald, W. J. (1998). TV Guide. Reprinted from Cases in Strategic Marketing Management. Prentice-Hall, Inc. Available: https://mycampus.phoenix.edu/secure/resource/resource.asp.
SAS. (2005). Premium Business Intelligence: SAS helps TV Guide increase customers, reduce churn. Available: http://www.sas.com/success/tvguide.html.
TV Guide – ultimate cable. (n.d.). Retrieved September 3, 2005 from http://www.larstan.net/profiles/tv_guide_ultimate_cable.htm
TV Guide 2005. www.tvguide.com/spot/ 2005
TV Guide 2005. www.tvguide.com/TV Guide Goes Big 2005
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