2. 外语
  3. Ricci, 45, is now striking out on perhaps his boldest venture yet. He plans to market an English-language edition of his elegant

Ricci, 45, is now striking out on perhaps his boldest venture yet. He plans to market an English-language edition of his elegant

admin2010-03-25  60
问题     Ricci, 45, is now striking out on perhaps his boldest venture yet. He plans to market an English-language edition of his elegant monthly art magazine, FMR, in the United States. Once again the skeptics are murmuring that the successful Ricci has headed for a big fall. And once again Ricci intends to prove them wrong.
    Ricci is so confident that he has christened his quest "Operation Columbus" and has set his sights on discovering an American readership of 300,000. That goal may not be too far-fetched. The Italian edition of FMRthe initials, of course, stand for Franco Maria Ricciis only 18 months old. But it is already the second largest art magazine in the world, with a circulation of 65,000 and a profit margin of US$500,000. The American edition will be patterned after the Italian version, with each 160-page issue carrying only 40 pages of ads and no more than five articles. But the contents will often differ. The English-language edition will include more American works, Ricci says, to help Americans get over "an inferiority complex about their art." He also hopes that the magazine will become a vehicle for a two-way cultural exchangewhat he likes to think of as a marriage of brains, culture and taste from both sides of the Atlantic.
    To realize this Vision, Ricci is mounting one of the most lavish, enterprisingand expensivepromotional campaigns in magazine-publishing history. Between November and January, eight jumbo jets will fly 8 million copies of a sample 16-page edition of FMR across the Atlantic. From a warehouse in Michigan, 6.5 million copies will be mailed to American subscribers of various cultural, art and business magazines. Some of the remaining copies will circulate as a special Sunday supplement in the New York Times. The cost of launching Operation Columbus is a staggering US$5 million, but Ricci is hoping that 60% of the price tag will be financed by Italian corporations. "To
land in America Columbus had to use Spanish sponsors," reads one sentence in his promotional pamphlet. "We would like Italians."
    Like Columbus, Ricci cannot know what his reception will be on foreign-shores. In Italy he gambledand wonon a simple concept: it is more important to show art than to write about it. Hence, one issue of FMR might feature 32 full-colour pages of 17th-century tapestries, followed by 14 pages of outrageous eyeglasses. He is gambling that the concept is exportable. "I don’t expect that more than 30% of my readers.., will actually read FMR," he says. "The magazine is such a visual delight that they don’t have to." Still, he is lining up an impressive stable of writers and professors for the American edition, including Noam Chomsky, Anthony Burgess, Eric Jong and Norman Mailer. In addition, he seems to be pursuing his own eclectic vision without giving a moment’s thought to such established competitors as Connoisseur and Horizon. "The Americans can do almost everything better than we can," says Ricci, "but we (the Italians) have a 2,000 year edge on them in art."
Ricci is compared to Columbus in the passage mainly because
选项 A、they both benefited from Italian sponsors.
B、they were explorers in their own ways.
C、they obtained overseas sponsorship.
D、they got a warm reception in America.
答案B
解析 A说他们都从意大利的赞助者那里得到好处，这不符合事实，因为哥伦布是从西班牙人那里得到帮助的(To land in America Columbus had to use Spanish sponsors)。C说他们都从国外得到援助，这也不正确，因为Ricci是意大利人，他从意大利赞助商那里得到援助，他说"We would like Italians．”D说他们在美国获得热烈欢迎，这同这句有矛盾：“Like Columbus，Ricci cannot know what his reception will be On foreign shores．”只有B说他们都是探索者，基本符合原文意义。哥伦布探索的是新大陆，而 Ricci想开拓的是在美国的艺术杂志市场。
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