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Media Vehicle, Essay Example
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The below review of Silicon Valley Business Journal will attempt to reveal the strengths of the medium, messages, methods, and communication effectiveness of the website. The authors will analyze the target audience, the strength of the message, as well as the engagement of stakeholders (constituencies) through articles published on the site.
Drake (2014) writes about an issue that is related to the readers of the site: a successful marketing strategy of Apple. Highlighting the importance of online shopping and growth of the market segment, the author states that “targeting online shoppers” is the way to go for Silicon Valley companies. Reflecting on the business decision of Apple Inc., the author states that Apple needs to tackle the strong competition of Amazon.com and BestBuy. Drake (2014) clearly describes the steps Apple took to reduce refund time and increase confidence of online buyers in the brand.
The journal has a clearly defined audience: companies, entrepreneurs in the computer and online sales industry. The articles featured on the site match the interest of the targeted individuals and deliver information that readers are interested in. The site has a subscription button and social media integration. The reach of the magazine, therefore, is large, and well-targeted. The cost of getting the information out is minimized, as the company uses an online version. Advertising revenues and subscription fees cover the cost of research and writers’ wages. The company also offers online and print issue subscription for 89 dollars a year, which is a good method of creating a high perceived value in the eye of the professionals. If all content was available online for free, stakeholders would not value the information highly. The company also offers advertising and sponsorship opportunities for businesses (Business Journal Media Kit, 2014),
Overall, the website and the magazine successfully positioned itself on the niche market of computer and online sales professionals, delivers strong messages at a cost-effective way.
References
“Business Journal Media Kit” Retrieved from http://www.bizjournalsmediakit.com/predownload.aspx?id=8a1d4f91-8ce3-41e7-a7cf-42a02a2bf23f&at=1#page=1
Drake, S. (2014) Apple aims to lure online shoppers with shorter product return times. Silicon Valley Business Journal. Retrieved from http://www.bizjournals.com/sanjose/news/2014/05/12/apple-aims-to-lure-online-shoppers-with-shorter.html
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