TV Guide Strategic Marketing Issue

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.

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d in the magazine via articles on the films or the actors who starred in them. Likewise, boomer-era television shows are aired regularly on retro channels like TVLand and NikAtNite; these shows could also be featured in the magazine. The marketing of TV Guide needs to be developed in a vein that appeals to baby boomers, also. According to Chuck Nyren, author of Advertising to Baby Boomers, ôInfomercials may be the new boomer advertisingö (27). Well-produced infomercials are similar to print ads in that they contain much more information than 30-second spots, and some of the most successful infomercials now feature baby boomers. An example is the infomercial for the Little Giant ladder, in which the gray-haired but very physically fit owner of the company, Hal Wing, puts the ladder through its paces with the help of two stars of home-improvement television showsùboth also in their early boomer years. The infomercial pictures several scenarios where elderly people are easily carrying, setting up, and using the ladderùa great selling feature for those who might be intimidated about its weight or complexity. For TV Guide, the infomercial format could be utilized to develop an informative half-hour programùan infomercial or ôdoc
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Approximate Word count = 1680
Approximate Pages = 7 (250 words per page)

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