Mr. Haeffner had been advertising director at Meredith Corp.ās Better Homes & Gardens. He had previously been Eastern ad sales director for TV Guide and held several posts at various Readerās Digest Association publications.
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.
āWe will clearly benefit from Peteās 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 magazineās brand positioning and weekly pacing,ā Mr. Crystal said in a statement. āThis 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.ā