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The Exaggerated Reports of the Death of the Newspaper Few tren

游客2024-12-16  34
问题               The Exaggerated Reports of the Death of the Newspaper
    Few trends have been as enthusiastically charted by the press as the two-decade decline of print circulations and advertising revenues in developed markets. Their headlines about the death of newspapers have been accompanied by breathless enthusiasm for blogging, and user-generated news. Newspapers have not just been slow to grasp the opportunities that new technologies provide, but have helped their new rivals gain credibility with audiences.
    Yet, according to the Zogby poll of 435 editors and news executives, 85 percent now feel optimistic about their title’s future and twice as many think the quality of journalism will improve in the next decade as fear it will deteriorate. Almost half think that most news will be free to the consumer in future, but are quite relaxed about that.
    Is the industry as wrong now as in the past? There is still plenty to concern investors. This week, figures showed online advertising had overtaken the newspaper category in the UK. In recent months, such investment authorities as Warren Buffett and Steve Rattner have been worried about the business model. Mr Buffett said the days of rich profits from his Buffalo News title were over, while Mr Rattner wondered whether the duty of keeping the world informed should be handed to not-for-profit trusts. Mr Buffett was right to say that such titles have lost the luxury of being unchallenged local monopolies, but that is no bad thing. Competition, wherever it comes from, tends to result in better products.
    Global newspaper circulation has increased by 10 percent over the past five years. The freesheets phenomenon deserves much of the credit and has shown that—even in print—innovation is alive. But freesheets are only one of the new models demonstrating that there are other ways to make money than the traditional mix of circulation and advertising. Titles from Die Welt to the St Petersburg Times are showing that the print title can be the hub of a rich array of news outlets, attracting younger readers. The combination of free and paid titles is helping publishers reach audiences outside traditional markets. Others have found that the healthy online advertising market is making their experiments in audio and video formats profitable revenue-generators. In a world where "community" is the Web 2. 0 buzzword, few other businesses have such experience of serving several interest groups—from football fans to theatre enthusiasts—at once.
    The industry has only just begun to exploit the potential the internet provides for bringing those communities closer together. The fear is that Google will get there first, but Google’s Sergey Brin said he thought the newspaper had "a good future". "I get The New York Times on a Sunday and it’s nice," he said, before offering the advice that, to be essential rather than just " nice", papers would have to focus more on creating genuinely unique content.
    As circulation has fallen, many have been tempted to go downmarket making themselves indistinguishable from magazines or television shows. Readers will not pay for something worthless or replicated a hundred times on Google News. If newspapers want a future, they must provide something original. In short, professional journalism is more important than ever. [br] Which of the following is true according to the text?
选项 A、Steve Rattner wanted to change the newspapers into not-for-profit industry.
B、Die Welt and the St Petersburg Times join the free-content crowd.
C、Newspapers are trying to attract readers by developing the right mix of services.
D、Google news are posing a growing threat to newspapers.
答案 C
解析 本题考查综合事实细节。斯蒂文·拉特纳在第三段被提到，他是投资权威的代表，在为报纸的经营模式而烦恼，由于报纸不再赢利丰厚，他开始想是否让非赢利结构来履行向世界传播信息的职责。不能由此推出将新闻业变成非赢利产业是他所希望的，排除[A]。第四段提到《世界报》和《圣彼得堡时报》是为了说明，一些大报通过荟萃各种各样的新闻吸引较年轻的读者。文中没有提到它们成为了免费报纸，排除[B]。第四段还提到，报业采取免费与收费报纸相结合的办法、在音频和视频方面进行尝试、服务于从球迷到戏迷的若干兴趣群体等，由此可知[C]正确。第五段提到，有人担忧谷歌会先于报业发展“社区”的理念，但谷歌的总裁表示报纸拥有“光明的前途”。因此[D]中“日益构成威胁”无从推知。
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