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TV Guide Strategic Marketing Issue

The greatest strategic marketing issue for TV Guide is targeting its market by age groups. According to TV GuideÆs demographics, its readers are divided almost evenly between men and women, and its readership increases with the increasing age of consumers: only 5% of readers are between the ages of 14 and 17, 10% between 18 and 24, and 15% between 25 and 34. Yet in the older age brackets, there is substantial readership. A full 28% of TV GuideÆs readers are between 35 and 49 years of age, and a whopping 42% are aged 50 and above. This means that the majority of the magazineÆs readers are either baby boomers or in the generation just after the baby boomers.

For TV Guide, strategic marketing involves reaching that core segment of its readership by targeting not only its advertising but the magazineÆs format and its articles to the 70% of its readers that are 35 and above. In addition, it needs to determine how to maintain and expand upon the 30% of its readers in the 34 and under age group. If TV Guide accomplishes both goals successfully, the proof will be in the demographics and volume of its readership.

Baby boomers are a prime target for many products, because they represent an excellent consumer market. An important key to targeting them is understanding the power of the group, how they think, and what they like. Between 40 and 58 years old, baby boomers number about 80 millionùone-third of the total U.S. population (Fry). This age group controls 20% of the nationÆs financial assets, 65% of all U.S. stockholdings, and 50% of all discretionary income; it ôwill inherit the largest generational transfer of wealth in historyö (Fry). The characteristics of this group include a preference for relaxation, comfort, and intimacy and the value of spending time at home with family and friends (Fry). Baby boomers are interested in being treated ôlike somebody specialö and willing to spend ôdisproportionatelyö to ac...

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TV Guide Strategic Marketing Issue. (1969, December 31). In LotsofEssays.com. Retrieved 04:58, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1712747.html