Situation Analysis For more than 50 years, TV Guide has been the grande dame of entertainment publishing. Known for its in-depth lists and accurate industry coverage, the magazine has been a fixture in millions of American homes longer than the remote control. TV Guide magazine is one of the most popular weekly magazines in the country. From behind the scenes we look at broadcast, cable and syndicated shows, their stars and characters; to anticipate television's most intriguing plots and the most interesting new DVDs: TV Guide magazine covers every corner of the television medium. The leading comprehensive source of entertainment news, guidance, information and TV programming since its debut in 1953, TV Guide magazine continues to entertain and inform readers about America's most popular leisure activity. On October 11, 2005, after a 52-year run, the summary-format TV Guide magazine was replaced by a full-size TV Guide, with fewer television schedules and more photos and articles about celebrities. Market Summary TV Guide has been a household name since its debut decades ago, but the current television landscape is very different than it was in 1953. Back then viewers had three channel choices; today they have 300. Competition is also booming. Newspapers have beefed up their listings, more and more magazines are offering television coverage, and the Internet is giving viewers a whole new avenue to plan their channel surfing. This increased competition also extends to the world of advertising, where advertisers now have more magazine and television alternatives at their disposal. Market Demographics TV Guide's customer profile consists of the following geographic, demographic, and behavioral factors: Geographic Data • United States • Newsstands through various retailers • Total target population is 55 million viewers • Subscriptions delivered via direct mail • 119 editions • Capitals – 683,000 • National areas – 220,000 Demographic data • 21 million viewers. • Individual income range is $38,000 - $75,000. Hard copy 14.5 million Internet subscribers 67.9% have access to the Internet 12.4% have purchased online in the last 30 days $53,579 is the median household income The average number is opened four times a day – 28 times per week 51% male/49% female readers ( Larstan, 2006).Market NeedsTV Guide is changing with the times to stay relevant. Customers have adapted to a television viewing experience that has changed dramatically, particularly over the past 10 years. There has been an explosion of programming choices, with a universe of 500 to 1,000 channels. TV Guide strives to be able to serve these viewers by offering them a contemporary and vital publication that will provide added value as they continue to enjoy television..