TV Guide

TV Guide, the weekly television listings magazine, is in its 40th year of publication and has a circulation of 14.5 million, making it "the largest magazine in the United States" (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 viewer's local cable company, offers viewers "greater choice, convenience, and control" than they can derive from using the magazine-format guide ("The Power of iGuide"). Using a proprietary remote control device, viewers can check listings by time or channel, search for programs, utilize DVR technology, use the quick "Mini Guide" menu, and access other functions ("The Power of iGuide").

TV Guide also offers TV Guide Online, an entertainment Web site offering listings, features, and voting capability on television-related subjects ("Gemstar TV Guide 2004 Annual Report," 4). TV Guide Online is integrated with the company's other branded products and services, especially TV Guide magazine ("Gemstar TV Guide 2004 Annual

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and use. Results-oriented strategy TV Guide continues to review its customers' needs to attract and maintain customers, developing new offerings as it sees new needs that are not being addressed. 2.1.3. Market Trends There have been two significant market trends in the last five years. An increased number of TV listings Web sites and publications that provide similar information to that provided by TV Guide. Many viewers are increasingly using cable guide channels as opposed to magazine-type TV listings guides like TV Guide (Schonfeld). Market Forecast ("Gemstar-TV Guide International Inc. (GMST)"). 2.1.4 Market Growth The market for publications and services such as TV Guide has grown and changed tremendously in recent years. When the magazine started in 1953, viewers only had three channel choices; now they have 300 (Moakley). The TV Guide magazine is no longer the only choice for looking up TV listings, either; now there are more magazines that offer television coverage, and the Internet also provides TV listings information (Moakley). 2.2 SWOT Analysis 2.2.1 Strengths The strengths of TV Guide include its long history of being the only source of TV listings information. Many people are still unaware that there are other

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