Publications
Publications
- November 1994 (Revised August 1997)
- HBS Case Collection
TV Guide (A)
Abstract
TV Guide is the largest magazine in the United States and is attaining record profitability. This case details the economics of TV Guide's success by studying its advertiser and reader relationships. Presents a detailed look at how a large magazine manages all aspects of its business in the face of emerging competition.
Keywords
Journals and Magazines; Customers; Marketing Strategy; Advertising; Publishing Industry; United States
Citation
Rayport, Jeffrey F., and Steven M. Salzinger. "TV Guide (A)." Harvard Business School Case 395-031, November 1994. (Revised August 1997.)
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