Peter Haeffner Was Ad Sales Director at ‘Better Homes’

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NEW YORK (AdAge.com) -- TV Guide named Peter C. Haeffner its new publisher, filling a post vacated when Scott Crystal was promoted to president, the TV Guide Publishing Group, last October.

Mr. Haeffner had been advertising director at Meredith Corp.’s Better Homes & Gardens. He had previously been Eastern ad sales director for TV Guide and held several posts at various Reader’s Digest Association publications.

Dramatic redesign
TV Guide remains in the early stages of a new life, following the dramatic redesign in October that did away with the decades old-digest format and its comprehensive program listings. The title is now a regular-sized, celebrity-focused magazine with an emphasis on TV stars and shows.

The relaunched TV Guide, which is published by Gemstar-TV Guide International, also reduced its guarantee of paid circulation to 3.2 million from an eye-popping but mixed-quality 9 million.

“We will clearly benefit from Pete’s prior history with TV Guide, as he brings with him established client contacts and internal relationships and a depth of knowledge about the intricacies of the magazine’s brand positioning and weekly pacing,” Mr. Crystal said in a statement. “This intrinsic grasp of how TV Guide works, combined with his solid track record, will enable Pete to make a seamless transition and an immediate impact.”

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