'TV Guide' fights decline with new editions, spinoff

Kerwin, Ann Marie
August 1999
Advertising Age;8/2/1999, Vol. 70 Issue 32, p49
Trade Publication
This article reports on the plans by TV Guide Inc. to unveil three additional guides and a spin-off, as of August 2, 1999. These latest moves come as the flagship TV Guide makes its second rate-base reduction in less than a year. The weekly digest will cut its rate base to 10.8 million from 11.8 million beginning with the August 28, 1999 edition. As a result, advertising rates will be reduced by 8.4 percent to $139,400, for a color page and $116,150 for a black and white page. Circulation at the flagship has steadily declined over the past decade. TV Guide lowered its rate base in November from 13 million to 11.8 million. This latest decrease coincides with the decision to raise the cover price from $1.49 to $1.79. In part to make up some of the revenue loss, the company will spawn TV Guide's Ultimate Cable, a TV Guide Mature edition and a Spanish-language insert that will appear in 150,000 copies nationwide in 1999. TV Guide Celebrity Dish will be a monthly digest-size magazine. TV Guide Ultimate Cable will appear on newsstands in mid-August 1999.


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