BUSI 600: Case Study Of Penton Media
JaQuayla Cameron
BUSI 600
November 8, 2014
Liberty University
The scenario in this case study illustrates Penton Media, a publisher of business magazines such as Industry Week, Machine Design, and Restaurant Hospitality, as having a decline in their use of publication reader service cards. While there was exponential progress of reader card responses within a period of five years from 1992 to 1997, the numbers began to drop in later years. Because of the decline, Penton Media began to carry out research through surveys to better gain an understanding of their evaluation with the reader card responses. Within these surveys, 676 of the respondents were purchase decision makers and most of them had mentioned that they had contacted at lease one of the advertisers throughout the past year. Other important information that has been gathered from this scenario is the method of the preferred method of communication when it comes to requesting inquiries related to the advertisement within the service reader cards.
Build the management-research question hierarchy
After looking into this scenario, it is …show more content…
To better clarify this dilemma, it is usually the symptom of the problem (Cooper & Schindler, 2014). When discovering what the symptom of the problem in this case, the reader would see that the decline in the use of the reader cards would ultimately affect the advertisement sales. This affects Penton Media indirectly, as if the advertising companies were to experience a decline in their own sales, they would ultimately pull from advertising in their publication. This could lead to Penton Media losing revenue, unless they were to make the decision to raise the costs of their publication. Raising the cost of publication could potentially have a long-term effect, as the number of their consumers would decline because of
BUSI 600
November 8, 2014
Liberty University
The scenario in this case study illustrates Penton Media, a publisher of business magazines such as Industry Week, Machine Design, and Restaurant Hospitality, as having a decline in their use of publication reader service cards. While there was exponential progress of reader card responses within a period of five years from 1992 to 1997, the numbers began to drop in later years. Because of the decline, Penton Media began to carry out research through surveys to better gain an understanding of their evaluation with the reader card responses. Within these surveys, 676 of the respondents were purchase decision makers and most of them had mentioned that they had contacted at lease one of the advertisers throughout the past year. Other important information that has been gathered from this scenario is the method of the preferred method of communication when it comes to requesting inquiries related to the advertisement within the service reader cards.
Build the management-research question hierarchy
After looking into this scenario, it is …show more content…
To better clarify this dilemma, it is usually the symptom of the problem (Cooper & Schindler, 2014). When discovering what the symptom of the problem in this case, the reader would see that the decline in the use of the reader cards would ultimately affect the advertisement sales. This affects Penton Media indirectly, as if the advertising companies were to experience a decline in their own sales, they would ultimately pull from advertising in their publication. This could lead to Penton Media losing revenue, unless they were to make the decision to raise the costs of their publication. Raising the cost of publication could potentially have a long-term effect, as the number of their consumers would decline because of