TV Guide

2 Tips to Write More Readable Copy
November 26, 2014

When was the last time you checked your copy's grade level reading scores? American's reading ability is declining. And you could be writing over your prospective customer's ability to understand your message. In the U.S., average reading levels are at about the eighth grade level. But 1-in-5 U.S. adults read below a fifth grade level. And surprisingly, 14 percent of U.S. adults can't read

Denny's Zinger: The M.O.T. Measurement of Economy
November 5, 2014

Back in the last century, the way to sell kitsch—useless stuff bought on impulse—was to place a mail order ad in TV Guide. It was a cathedral of junk, stuffed full of opportunities to acquire

The Psychology of Sales: 6 Facts Every Brand Should Know
May 21, 2013

Discount retailers, such as Target, Macy’s and J.C. Penney, have tried various pricing strategies over the years to lure customers to buy more of their products. The primary tool in the competitive arsenal is to offer the best value because they know that customers are motivated to seek out price savings and great deals on frequently purchased products. Seems simple right? Just offer low prices and people will come. That is not necessarily the case, though. Feelings affect our shopping decisions. An economist would say that customers are rational beings who try to get the most value

Customer Acquisition Chain Link 2: Print to Online
March 30, 2012

For this customer acquisition chain analysis, we looked at seven randomly chosen direct response ads in recent editions of TV Guide, Woman's Day and Popular Mechanics. Most of these advertisers spent big bucks for these ads. Because anywhere from 25 percent to 75 percent of responses to advertising take place online, checking the integrity of the consumer experience going from a print ad to a website made a lot of sense to us.

Six Jolts of Sheer Delight
October 11, 2011

Many mornings around 4:30 I am awakened by the clack and thump of The Philadelphia Inquirer and The New York Times coming through the mail slot downstairs and hitting the floor. I don’t like these two suppliers of my morning news.

The type is smallish and the news perpetually grim: endless and expensive wars in three third-world countries, terrorist threats, Washington mired in name-calling and gridlock, massive unemployment, poverty, $14.8 trillion national debt, hurricanes, floods, droughts, starvation and earthquakes on a planet rebelling against our appalling stewardship.

Yet over a mid-September weekend these two dreary rags—plus a fascinating email offer—gave me six jolts of sheer delight.

Can you do as much for your customers?

Social Media Coming of Age
March 1, 2008

Despite some reports to the contrary — or maybe it’s wishful thinking? — social media is not a passing fad. According to research sponsored by TNS Media Intelligence/Cymfony, for example, 50 percent of senior marketing executives in several countries believe the use of social media for corporate, brand and product marketing is a vital component of corporate communications that should be monitored at the executive level and allocated significant resources.

Tuned In
March 1, 2008

TV Guide certainly has gone through a transformation. The publication — a division of Gemstar-TV Guide International, a leading media company based in New York — has morphed from a journal used by consumers solely to check TV listings into a full-on entertainment publication.

A U.S. Business Built on Plagiarism and Piracy
May 2, 2006

A time when the Chinese did not have a monopoly on theft May 2, 2006: Vol. 2, Issue No. 34 IN THE NEWS Next Step for Counterfeiters: Faking the Whole Company In mid-2004, managers at the Tokyo headquarters of the Japanese electronics giant NEC started receiving reports that pirated keyboards and blank CD and DVD discs bearing the company's brand were on sale in retail outlets in Beijing and Hong Kong. So like many other manufacturers combating intellectual property thieves in China, the company hired an investigator to track down the pirates. After two years and thousands of hours of investigation in conjunction

Modeling Brings New Life to TV Guide
October 1, 2004

Problem: Declining circulation Solution: Build a relational database to support modeling and customer segmentation Result: Better targeted offers boost response to acquisition and renewal campaigns A household name for 50 years, TV Guide was feeling the pain of competing TV listing sources and a subsequent drop in newsstand sales in the late 1990s. Its circulation steadily declined by 20 percent over the course of a decade. But thanks to an aggressive modeling strategy, the tide turned in 2003. With a renewed focus on its subscribers and a relational database, TV Guide’s circulation once again is climbing. In the fall of 1999, Hairong

Cover Story Profile - Select Comfort (2,858 words)
April 1, 2003

By Denny Hatch Where channel integration means a sales and marketing network that never rests. You have to be in awe of a company that opened its doors in 1987 and ended 2002 with 26 patents, 321 retail outlets, 25,000 testimonials from happy customers, net sales of $335.8 million and a dazzling stock performance in what can only be called a bungee-jumping market. The company is Select Comfort, headquartered in Minneapolis, manufacturer of beds that encompass a revolutionary design and blessed with a marketing team that rivals the legendary David Oreck and the wizards of Bose. About the Interview That Follows Noel