The iconic TV Guide magazine, a staple in American households for decades, faced an uncertain future as digital cable and the internet revolutionized how we consume television. But Is Tv Guide Still In Business today? The answer, surprisingly, is yes. Despite the challenges, TV Guide has not only survived but has also adapted and found a way to thrive in the modern media landscape.
From Household Staple to Adapting to Change
TV Guide’s history is rich, reaching nearly 20 million American homes at its peak and valued at over $3 billion. However, the rise of digital cable and the internet disrupted TV Guide’s core business model, leading to attempts to adapt to the changing media environment.
These early changes, as noted by Caysey Welton in Folio:, “were reactionary and ill-conceived and led to crippling debts.” The brand underwent several ownership changes, with the magazine and its digital assets eventually being split, and the digital business going to CBS Interactive.
A New Chapter: NTVB Media and a Return to Core Values
Despite the challenges, TV Guide the magazine persisted. In 2015, NTVB Media acquired the magazine and transformed it into a profitable venture, increasing its EBITDA by $4 million.
NTVB Media’s background is rooted in the television industry. The company began as a printing company 35 years ago, producing TV listing books for local newspapers. Recognizing the shift in the industry, NTVB Media launched TV Weekly magazine, and expanded into other television-related publications like OnDish, View! Magazine, Channel Guide Magazine, and the TV Insider website.
This experience positioned NTVB Media to understand the needs of TV viewers and the evolving media landscape. CEO Andy DeAngelis recognized that TV Guide needed a fundamental shift in strategy.
“The magazine was trying to be like People, but there was already a People,” DeAngelis stated. “It was trying to be a general interest magazine and we didn’t see that as the way forward. There needed to be a sea change.”
Focusing on Service: Guiding Viewers Through the Television Maze
The key to TV Guide’s resurgence lies in its focus on providing a valuable service to viewers. “It’s all old school but I wanted to refocus our efforts on what our readers were telling us. They want more service,” DeAngelis explained.
With the explosion of channels, streaming services, and on-demand content, viewers face a bewildering array of choices. TV Guide aims to simplify this process, offering curated recommendations and helping viewers discover “what’s worth watching.”
“The volume of TV and when you get to watch it has changed and we are uniquely qualified to guide people through that. So it’s my job to partner with the readers to share in that excitement and tell them what’s worth watching,” DeAngelis said.
Print’s Enduring Appeal
TV Guide’s success demonstrates the enduring appeal of print in a digital age. The magazine provides a familiar and curated experience that cuts through the noise of the internet. It offers a tangible and easily accessible guide to television programming.
Advertising Value and Future Growth
TV Guide’s continued readership of nearly 11 million makes it a valuable advertising platform. While acknowledging the challenges of the market’s shift towards digital media, NTVB Media remains optimistic about the future.
“While the market is challenged and moves more to digital, there is still enough business out there for us to grow and that’s our goal,” DeAngelis said. “It’s going to take a little time, but I think we’re making a lot of headway.”
A Blend of Nostalgia and Modernity
The story of TV Guide is a compelling example of how a legacy brand can adapt to the changing media landscape. By focusing on its core mission of guiding viewers through the complexities of television, and by embracing a blend of nostalgia and modern strategies, TV Guide has not only survived but is thriving in the 21st century.
