Inquiring Minds Want to Know--Now!

Introduction

The Penton Media, a publisher of business magazines has experienced a decline in use of publication reader service cards. The reader service card allows customers to request advertiser’s product or service information by mail. It was believed that business publication advertising generated fewer leads in the past and whether this is true or not it is known that most businesses don’t track the source of their leads. Penton Media did research of comparing inquiry responses of ads from two years 1992 and 1997. It was noted that two methods used in 1997 that wasn’t used in 1992 were sending emails and visiting an advertiser’s internet website. Penton also targeted customers by using questionnaires the first one was done by phone and the second one was done by mail. Penton found that the highest concern of customers was the need for faster responses and easier methods to request information. With this information Penton has decided to look at alternative information technology methods to be able to increase customer inquiries so that they are able to increase the sales leads for advertisers.

Management-Research Question Hierarchy

Management Dilemma

Penton Media, a publisher of business magazines, was experiencing a decline in use of

publication reader service cards. They want to know what other alternative methods would make it easier and faster for customers to request product or service information.

Management Question

How can Penton Media increase the customer inquiries in order to increase the sales leads for advertisers?

Research Questions

What alternative methods can be used along with the current method of reader service cards to increase advertising revenues? Should Penton Media continue to use the reader service cards or just use alternative methods and discontinue use of the reader service cards?

Investigative Questions

In today’s society of modern technology how many customers are actually using the reader...