The media landscape is constantly shifting, and print publications face immense challenges. However, NTVB Media, the company behind TV Guide Magazine, is defying the odds with the launch of TV Insider, a new magazine focusing on streaming platforms. But with this shift, many are wondering: Is Tv Guide Still In Print?
While the launch of TV Insider might suggest a decline, TV Guide Magazine is indeed still in print. The magazine has evolved to adapt to the changing viewing habits of its audience, with TV Insider catering specifically to the growing number of streaming viewers.
The Launch of TV Insider: A Streaming-Focused Magazine
TV Insider, a monthly magazine, utilizes the expertise of the TV Guide Magazine staff but moves away from the traditional TV listings that defined the 70-year-old publication. Instead, it offers more in-depth coverage of TV programming, especially on streaming services. The inaugural March 2023 issue featured Kiefer Sutherland, star of Paramount+’s “Rabbit Hole,” on the cover, followed by Natasha Lyonne of Peacock’s “Poker Face” in April.
This new venture aims to address the increasing demand for streaming content information among TV Guide Magazine readers. Michael Fell, group editorial director, explained that reader surveys indicated a significant rise in streaming viewership and a desire for more streaming-related content.
The Rationale Behind the Shift
The primary constraint for TV Guide Magazine in expanding its streaming coverage was the space dedicated to daily channel grids. While these grids remained a valuable resource for viewers who still watched broadcast TV, they limited the magazine’s ability to cater to the growing streaming audience.
Each night’s grid listings occupied two pages in TV Guide Magazine; a double issue would dedicate 28 pages to them. A previous attempt in 2014 to reduce the grid size was met with strong disapproval from readers, demonstrating the importance of these listings to a segment of their audience.
Despite facing challenges in the advertising market and reducing its trim size and frequency, TV Guide Magazine maintains a rate base of approximately 1 million and a total audience of 6 million, with a median age of 58. This indicates that a significant portion of its readership still relies on the traditional grid listings.
TV Insider: A Differentiated Product
TV Insider magazine is designed to be slightly larger than TV Guide Magazine, with thicker paper stock. The decision to avoid branding it as a “streaming edition” of TV Guide Magazine was intentional, aiming to emphasize the absence of traditional grid listings.
Fell emphasized the value of the TV Guide Magazine team’s experience in covering television while also highlighting the need for a visually distinct product with a fresh name and logo. TV Guide Magazine continues to cover streaming content, albeit within a limited number of pages.
Online Presence and Brand Strategy
TV Insider shares its name with the website launched by TV Guide Magazine in 2015, serving as its online platform. This alignment allows for seamless integration between the print and online content.
The separation between TVGuide.com (now owned by Fandom) and TV Guide Magazine has historically presented challenges, restricting TV Guide Magazine’s online presence. This division originated in 2008 when Macrovision split the company, selling TVGuide.com and the TV Guide Network separately from TV Guide Magazine.
Although TV Guide Magazine attempted to collaborate with TVGuide.com, the arrangement proved limiting and costly. In 2015, TV Guide Magazine launched TVInsider.com and has since been gradually transitioning its social media presence to the TV Insider brand due to licensing restrictions.
The Enduring Power of the TV Guide Brand
Despite these shifts, Fell affirms the value of the TV Guide trademark. He acknowledges the brand’s importance but recognizes the limitations imposed on its online use due to existing agreements. The focus remains on maximizing the brand’s reach among its million subscribers while exploring growth opportunities for TV Insider online.
The inaugural issue of TV Insider features 74 pages with extensive editorial content dedicated to programs on various streaming platforms, including Netflix, Amazon Prime Video, Hulu, Disney+, Paramount+, Apple TV+, Peacock, HBO Max, and more. While streaming takes center stage, broadcast networks like The CW, PBS, NBC, CBS, and ABC also receive some coverage. The magazine includes listings of movies available on streaming services and an alphabetized list of key streaming shows.
The inclusion of a word search puzzle instead of the traditional TV Guide Magazine crossword further signifies the magazine’s distinct identity.
Future Prospects
Paramount Global served as the launch advertising partner, featuring ads for Pluto TV and Paramount+’s “Rabbit Hole,” “Queen of the Universe,” and “Are You the One?”.
TV Insider is launching a subscription campaign, offering 10 issues for $19.95, targeting a new audience interested in streaming content but not in TV Guide Magazine’s grid listings.
Fell envisions TV Insider as a product focused on streaming, delivering a brand-new experience to viewers.
Conclusion
So, is TV Guide still in print? Yes, but it’s evolving. TV Guide Magazine continues to serve its loyal readership with its traditional format, while TV Insider caters to the growing demand for streaming content information. This strategic approach ensures that the company remains relevant in a rapidly changing media landscape. The evolution signifies not an end, but an adaptation to the modern viewing habits, ensuring that TV guidance remains accessible in print form for years to come.
