Planet13 - 3:45 pm on Aug 23, 2011 (gmt 0)
If there is a corresponding page that could covert, I would be linking the guide to that page at a very prominent location. I would also consider using banners on the guide that would entice users to click through to the converting page.
This has helped one of my money pages rank significantly higher in the SERPs. I link to it in the first paragraph of content on the popular page. In fact it is the first in-content text link on that page.
It sounds like they really have a unique product (i.e., the information they provide) and that there must be SOME way to monetize it they just haven't thought of yet.