For 50 years, TV Guide has been the grand dame of entertainment publishing. But the current television landscape is vastly different than it was in 1953. Viewers had three channel choices then; today, they have 300. Competition has boomed, too. Newspapers have beefed up their listings, more magazines offer television coverage and the Internet gives viewers a whole new avenue to plan their channel surfing. This increased competition also extends into the advertising world, where advertisers now have more magazines, as well as television alternatives, at their disposal. TV Guide has met these challenges with a more sophisticated approach to marketing its magazine and auxiliary products. Powering these efforts is TV Guide's use of SAS tools for customer relationship management.
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