On-Air On-Soaps was very confused today, as I am sure many who were looking for the latest “exclusive” soap news or soap interviews offered by TV Guide Magazine on their online platform Tvguidemagazine.com were.
Monday, a new version was online, and in the Soaps area there was just a smattering of old soap related items from the past four or five months. Then we learned via Airlock Alpha.com that there was a shift in the branding between TV Guide Magazine and TVGuide.com. The post originally came via Advertising Age on May 24th which states, “A new partnership between Open Gate Capital and Lionsgate will allow content from TV Guide the magazine return to TVGuide.com, the first time the two will do anything together since Macrovision sold the two sides as separate pieces in 2008. Although both companies will remain separate — as will the advertising and editorial departments — but content will be shared, as well as promotional opportunities between the website, the magazine and the TV Guide Network.”
The post went on to say, “Unfortunately for Open Gate Capital, having a separate website from the primary domain never worked for the magazine publisher. The site, TVGuideMagazine.com pulled in just 103,000 visitors in April compared to 7.8 million who stopped by TVGuide.com, according to Advertising Age. Many readers didn’t even know that the magazine and the website were two different entities, and many continued to visit TVGuide.com thinking they were visiting the magazine’s website.”
“We’re doing this so we can do more together than apart, particularly in the area of driving readership, viewership and visitors to the various platforms,” said Jack Kliger, a senior adviser to Open Gate Capital, to AdAge. It’s not clear when the editorial share will take place. Neither site seemed to show any indication of cross-promotion or story sharing early Monday afternoon, and and neither site even picked up the story talking about the partnership from AdAge.”
However, thus far, it looks like the Soaps area is looking less and less populated by content, which could either signal another hit to the industry, or they are going to fix that area shortly. Whatever, it surely proves that TVGuideMagazine.com does not pull in the numbers that major online soap sites do.