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But the rise of digital cable and the Internet disrupted its bread and butter, which was offering local TV listings in virtually every U. Its capital and brand equity allowed it to make pivots, but in hindsight they were reactionary and ill-conceived and led to crippling debts.
Since , the brand has changed ownership a handful of times, and the magazine and its digital assets were split, with the digital business going to CBS Interactive. But TV Guide the magazine is still here.
It grew newsstand sales by more than seven percent in the second half of It has a healthy and clean subscriber list of 1. NTVB has been around for more than 35 years.
It started as a printing company and then expanded its business into TV listing inserts for local newspapers. However, Andy DeAngelis, CEO, says about nine years ago the writing was on the wall that that piece of the business was in trouble because of the struggles newspapers were facing.
TV Weekly taps into markets and for all intents and purposes acts as a programming guide for TV viewers who consume TV the old fashioned way. But DeAngelis was skeptical at first.
There needed to be a sea change. The process began with research via email, direct mail and surveys, Fell tells Folio.
They want more service. The volume of TV and when you get to watch it has changed and we are uniquely qualified to guide people through that. The volume of TV and when you get to watch it has changed and we are uniquely qualified to guide people through that. Each issue is packed with quick snippets and smaller features.
But if we can drive our demo down even just a couple years the effect on our circulation could be gigantic.
But what DeAngelis and David Jackson, SVP of advertising and marketing, especially boast about is the cleanliness of its subscriber list. All of this has led to new business in categories that include automotive, pharmaceuticals, food and packaged goods. For example, Oscar Meyer is a client, and Jackson was excited to reveal he and his team have added Kraft. So it goes without saying that the magazine is attracting blue chip clientele.
Events are another beacon of growth for the brand, and Jackson says its involvement with Comic-Con is a tent pole opportunity for the brand.
Anyone who follows media sees it as a product in and of itself these days, especially in TV.
TV Guide is capitalizing on that. The magazine is sort of a paper and ink version of TV Land or Nick at Night, with the inclusion of crossword puzzles and games.
Each issue looks back on a different era and the TV, film, music and pop culture from the time. Further, NTVB is very much invested in digital and sees it as a great opportunity to grow its company.
Nevertheless, TV Insider acts as a formidable online sister brand to TV Guide, and DeAngelis says the company is working on exciting new digital products that he hopes to reveal soon. Meet the Author.