TV Guide, the weekly television listings magazine, is in its 40th year of publication and has a circulation of 14.5 million, making it ôthe largest magazine in the United Statesö (McDonald). The magazine is produced in 119 separate editions, each of which requires 100 steps from preparation to print (McDonald). These targeted editions serve as a marketing tactic as well as providing listings information specific to each area (McDonald).
Since 1996, TV Guide has also offered an interactive online version of the weekly magazine, iGuide, which is appealing to the newer technologically savvy generation of television viewers (McDonald). The iGuide, which is used in conjunction with digital cable services provided by the viewerÆs local cable company, offers viewers ôgreater choice, convenience, and controlö than they can derive from using the magazine-format guide (ôThe Power of iGuideö). Using a proprietary remote control device, viewers can check listings by time or channel, search for programs, utilize DVR technology, use the quick ôMini Guideö menu, and access other functions (ôThe Power of iGuideö).
TV Guide also offers TV Guide Online, an entertainment Web site offering listings, features, and voting capability on television-related subjects (ôGemstar TV Guide 2004 Annual Report,ö 4). TV Guide Online is integrated with the companyÆs other branded products and services, especially TV Guide magazine (ôGemstar TV Guide 2004 Annual Report,ö 4).
TV GuideÆs basic market need is to demonstrate to consumers, who can retrieve much of their TV listings information free from the Internet, why they should continue to pay for the TV Guide magazine or iGuide.
TV Guide is cognizant of the market and understands the size and scope of its competition. This information can be put to good use in determining the best strategies for marketing to its target audience.
TV Guide is a part of Gemstar/TV Guide, which has...