'TV GUIDE' FIGHTS DECLINE WITH NEW EDITIONS, SPINOFF: WEEKLY DIGEST REFLECTS DROP IN CIRCULATION WITH ANOTHER RATE-BASE CUT

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TV Guide Inc.'s evolution from a single magazine to an Internet, broadcast and cable TV brand continues, as the company unveils plans for three new editions and a spinoff.

These latest moves come as the flagship TV Guide makes its second rate-base reduction in less than a year.

The weekly digest will cut its rate base -- the amount of circulation it guarantees to advertisers -- to 10.8 million from 11.8 million beginning with the Aug. 28 edition. As a result, ad rates will be reduced by 8.4%, to $139,400, for a color page and $116,150 for a b&w page.

Circulation at the flagship has steadily declined over the past decade. TV Guide lowered its rate base in November from 13 million to 11.8 million.

This latest decrease coincides with the decision to raise the cover price from $1.49 to $1.79. The company anticipates a drop-off in some newsstand sales because of the higher price.

MAKING UP LOST REVENUE

In part to make up some of the revenue loss, the company will spawn TV Guide's Ultimate Cable, a TV Guide "Mature edition" and a Spanish-language insert that will appear in 150,000 copies nationwide later this year. A title based on a popular cooking column "Celebrity Dish" debuts in November.

"The whole thing is driven by the notion and our belief that a one-size-fits-all strategy is not likely to be terribly successful," said Joe Kiener, chairman-CEO.

Last year, TV Guide merged with United Video Satellite, parent of the Prevue Channel, and also acquired TVSM, publishers of The Cable Guide and Total TV. With those deals, TV Guide Inc. became a company with TV listings products that included the flagship title, cable system-specific guides, on-screen listings, and interactive and online listings.

TV Guide Celebrity Dish, with a rate base of 200,000, will be a monthly digest-size magazine. Cable TV's Food Network has agreed to air a 1-hour special that ties in with the holiday-theme first issue, and other such shows are planned in the following year.

TV Guide Ultimate Cable will appear on newsstands in mid-August. The weekly, full-size magazine features grids that encompass 150 channels -- many more than the digest-size title can.

Editorial emphasizes premium cable and pay-per-view content more than the original TV Guide.

TOP 15 SPANISH MARKETS

The 16-page Spanish-language insert will appear in issues for newsstands in the top 15 Hispanic markets. It will have listings of all Spanish programming and highlight the week's top English-language programs.

The mature edition is a monthly special section to go to 3 million subscribers ages 50 or older, focusing on TV programming of interest to them.

Other editions, such as a sports-focused TV Guide, are being considered, Mr.

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