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  3. The Exaggerated Reports of the Death of the Newspaper Few trends have been as enthusiastically charted by the press as the t

The Exaggerated Reports of the Death of the Newspaper Few trends have been as enthusiastically charted by the press as the t

admin2013-07-11  55
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.
What does the author think of newspapers?
选项 A、They have missed the opportunities that technologies provide.
B、They should increase the quality by breaking monopoly.
C、They should cut the expenses of publishing and circulation.
D、Their future lies in reflecting the true value of information.
答案D
解析 本题考查作者观点。第一段提到，新闻媒体大肆宣称报纸即将消亡，认为它们没有抓住新技术带来的机遇。但是第四段末和第五段段首提到，它们利用健全的网上广告市场在音频和视频方面进行尝试，而且开始利用英特网的密切“社区”之间关系的潜力。可见报纸在创新，[A]不是作者的观点。第三段末句作者指出，竞争最终往往都使产品更加优良。这里他强调报纸失去垄断地位的后果并不严重，并非认为报纸应该把“消除垄断”作为提高质量的手段，排除[B]。第四段第三句提到，发行加广告是报纸的传统经营模式，现在出现了很多新的经营模式。但这是作者的客观介绍，[C]不能从文中推出。第五段末引用谷歌总裁的话指出，报纸要重视创造真正与众不同的内容。第六段作者对这一观点给予了支持，指出报纸要想有前途就必须刊登原创的东西，而非毫无价值、重复的信息。因此[D]符合作者观点，是正确项。
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