About a month ago, it was reported here that TV Guide was launching a "racy new strategy to stem circulation losses." While TV Guide ultimately decided not to go in a direction quite as racy as previously "reported", the magazine has wisely made the decision that, in this 500 channel world, guiding viewers towards what to watch rather then where and when to watch is what readers need.
Not New Look
Michael Lafavore who joined TV Guide as editor in February has added more program recommendations, lessened celebrity profiling and changed the programming grid structure all of which is designed to make viewing choices simpler for readers
The change is supported with a new logo and a $30 million advertising campaign across television, radio and direct mail. The television campaign, created by Richards Group in Dallas will show TV Guide reporters sneaking onto television sets and getting first-hand scoops.
Stop the Madness
First, there was MarketingFix. Then, there was Up2Speed. Now, there is MarketingWonk. For the enlightening story on this name changing madness, read this press release.
KFC is out with a new spot promoting it's popcorn chicken in a crazy chicken "roof drop" in an effort to both introduce the chicken and motivate people to submit their own television spots as previously reported. Also in this week's Ad Age TV Spots of the Week, engines rip themselves out of the hoods of cars in a thirsty quest for Pennzoil, a cat attacks a zebra for Whiskas, a dude hangs a bucket from his mouth for Philips, Ford launches a classy spot for its new F-15-, a tongue dances in a stupid spot for Hi-C Blast, the Ad Council launches a 911 spot, and Old Navy promotes its Cargo pants with a 'Soul Train' spoof.
Apparently, there are some in the television industry who feel American's really care what Patti Davis, daughter of 92 year old Ronald Reagan, did while she was in the White House.
The show, produced by Davis and called 'Ribbon' after her Secret Service code name, will be set in present day and follow the life of a 23 year old daughter of a president as she smokes pot and has sex with Secret Service members.
American Media, publisher of literary achievements such as 'National Enquirer' and 'Star' plans to dump its trash into the living rooms of Americans with celebrity and gossip focused cable channel.
As ugly as this sounds, I'll be tuning in.
Bonnie Fuller is making waves in the publishing industry as she tries to take the supermarket tabloid, 'Star', upmarket by recruiting big name journalists. Fuller has already lured Jared Paul Stern away from 'Page Six' for $300,000 and 'Us Weekly' fashion editor Kelli Delany,
Fuller is promising a lot of money and equity to join the tabloid. "People have been enthusiastic about joining us," insists Fuller. "They know that weekly celebrity magazines can sell a hell of a lot of copies."
Yes, America loves its trash. And America will love its trash even more if it's well written goes the thinking here.