This is an important point, and probably why also the experts on American Idol differ from the "needs" of the general public. But this is another matter.
To go on with Schindler's "expert advice" on reviewing.
The cares and problems of the reader are important in the review. What's the level of knowledge and understanding of the reader. How do you explain according to that level of knowledge, given the magazine, journal, or online publication you're writing for? What type of language do you use?
Since almost all publications target specific types of readers, generally you can find that out easily. Even online markets target certain types of readers. And some markets are more "international" than others.
For example, is the product a local product, a national, an international? For what age group? For example, children's products. Are you addressing your comments to the children themselves and/or to adults buying the products for their children? Children playing with products and adults buying the products for their children might have different needs and requirements. As for books, books written for a popular audience are very different from those written for an academic audience. For example, should a book review compare a popular novel with James Joyce or Henry James? Is that necessarily the point? Or should a jazz album be compared to classicial music in its musical understanding?
Who is the reader? How savvy is the reader?
For jazz, if you're writing for a jazz magazine, you assume your readers are pretty savvy about jazz. If you're writing for a general public that knows very little about jazz, then you have to write a different type of review.
To quote Schindler further, "Also, keep in mind that every product exists in a context. What is it? What other products claim to solve the same problem?"
So we have to think reader. And we have to think context.
You describe the product. You tell how the product is different from the competition.
This is similar to book publishing. Usually a writer must provide the publisher, editor or literary agent not only a description of their book, but how is their book different from every other book on the market.
In a previous article we talked about container gardening. There are many books on container gardening. If you're writing or reviewing such a book, how is that book different from every other container gardening book on the market. Suppose, for instance, yours is the only container gardening book written for children. Then a publisher, editor, or literary agent might consider your book. Or if there are other container gardeing books written for children, how is yours different and what makes it a greater book than all the others?
These are the essential questions that Schinder says a product review should answer: "What does the product promise? How well does it achieve those goals? Is it a good value? for whom?"
Of course, Schindler says, that before writing the review that you must evaluate the product. In evalutating the product, you must make use of the product. If it's new software for writing screenplays, then you must make use of the product. If it's a new soda, you have to drink it and find out how it tastes. If you're reviewing a restaurant, you have to go to that restaurant, eat the restaurant's foods, evaluate the restaurant as a restaurant.
According to Schindler, this is not just about "personal appeal" but the significant for the reader. Suppose you like a certain type of restaurant food, but you know most of your readers are not going to? What about books?
If Schindler is indeed correct, there are a lot of reviewers that are not necessarily very professional. Many reviews are "personal appeal" reviews. Many book reviews are that. No matter how "expert" these reviewers. Even for Randy and Paula and Simon? How much is "expert advice" and how much are the needs of the American public for their Idol? As for the entertainment industry, some people just have star quality? They just have the so-called "It" factor. And some of this "It" factor is generational.
Suppose the software for writing screenplay you find easy to use, but know most of your are going to find problems using this software? Then, of course, you have to write of these potential problems of making use of this software that the reader has to be aware of.
Suppose you prefer Mexican food but know most of your readers prefer French cruisine? Should you review too many Mexican restaurants?
Many of these types of questions are pertinent? Or maybe you find a magazine to write for that has readers that appreciate Mexican cruisine?
Not many popular novels, for example, are reviewed in acadmic journals, unless it's an academic journal of American popular culture.
