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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  94
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.
The author tiles the Zogby pull as evidence that______.
选项 A、the outlook for the newspaper industry isn’t as bad as people think
B、journalists are over-optimistic about journalism
C、new growth is occurring in the newspaper industry
D、there is another untrue report of the newspaper industry
答案A
解析 本题考查写作目的。文章首段指出：新闻媒体过去一直宣称报业即将消亡，而作为新对手的博客和用户发布新闻则发展势头很强。第二段以yet为转折指出，但是佐格比民意调查表明现在新闻界对报纸的前景感到乐观。第三段首句作者针对调查结果提出疑问：难道新闻业过去错了(即，宣称报业将消亡)，现在还是错了吗(即，对报纸的前景感到乐观)?接着下文谈到了投资者担心的竞争可以提高报业的质量，而创新使5年来全球报纸的发行量增加了10％(第四段首句)。因此，作者提到该调查的目的是引入话题，说明报业的前景没有想象地那么糟糕，[A]为正确项。[B]错在overoptimistic，作者对这种乐观是持肯定态度的。[C]中“新的增长”无从推知。显然作者不是为了举例说明报业的不实报道，排除[D]。
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