首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
"Print is dead" was a common refrain a couple of years ago. The costly print advertisements that kept magazines and newspapers a
"Print is dead" was a common refrain a couple of years ago. The costly print advertisements that kept magazines and newspapers a
admin
2013-09-16
74
问题
"Print is dead" was a common refrain a couple of years ago. The costly print advertisements that kept magazines and newspapers alive were migrating to the web, where they earned only pennies on the dollar. To publishers, it felt as if a hurricane was flattening their business. But as the storm has cleared, a new publishing landscape has emerged. What was once a fairly uniform business—identify a group of people united by some shared identity or passion, write stories for them to read and sell advertising next to the stories has split into several different kinds.
Hard news is perhaps the hardest to make profitable. It is increasingly instant, constant and commoditized. With rare exceptions, making money in news means publishing either the cheap kind that attracts a very large audience, and making money from ads, or the expensive kind that is critical to a small audience, and making money from subscriptions. Both are cutthroat businesses; in rich countries, many papers are closing. But among magazines there is a new sense of optimism. The Association of Magazine Media reports that magazine audiences are growing faster than those for TV or newspapers, especially among the young.
Unlike newspapers, most magazines didn’t have large classified-ad sections to lose to the internet, and their material has a longer shelf life. Above all, says David Carey, the boss of Hearst Magazines, they represent aspirations: "they do a very good job of inspiring your dreams". People identify closely with the magazines they read, and advertisers therefore love them: magazines remain essential for brand-building.
Once, digital ads would have been scant comfort. On the web they are typically worth a small fraction of what they were in print. But tablets, such as Apple’s iPad, could change this. They have been around for only two years and most magazine subscriptions on them for less than a year; the MPA suggested measurement standards for advertising on tablets only in April. Yet already there are signs that advertisers are accepting higher rates on tablets than on the web, because magazines on tablets are more like magazines in print; engrossing, well-designed experiences instead of forests of texts and links.
But the wiser publishers are finding ways to rely less on advertising. They are looking to make more not only from subscriptions but also from other sources. Spurred by necessity and enabled by technology, magazines innovate in ways they never dreamed of a few years ago.
What else a magazine can do besides sell copies depends on its audience and subject matter. Many are turning themselves from mere carriers of ads into marketing-services companies, giving their advertisers a range of new ways to reach readers. Travel magazines’ websites can track if their readers end up buying the holiday packages they write about, and take a cut. "I count that as advertising," says Mr Kallen, a large German publisher. "What many people call advertising…is definitely declining, but advertising in the broader sense isn’t. "
Which of the following would be the best title for the text?
选项
A、Print: Dead or Reborn?
B、Publishers: Where to Go?
C、Advertisement; the Future Lies in Tablets
D、Magazines; A New Sense of Optimism
答案
D
解析
本文第一段指出,印刷业已形成新格局。第二段进一步指出,杂志业展现出乐观前景。第三、四段解释杂志形势大好的原因。第五、六段进一步指出杂志出版商正在致力于增加收入渠道。可见,“杂志形势大好”是本文论述的主题,[D]选项正确。
转载请注明原文地址:https://kaotiyun.com/show/S6O4777K
0
考研英语一
相关试题推荐
Title:RoleOfMassMediainShapingOurViewTimeLimit:40minutesWordlimit:about200wordsYourcompositionshouldbebase
Baghdad,Iraq—If,intime,theattempttoimplantapro-Western,democraticpoliticalsysteminIraqendsupburiedinthedeser
Whiletheviruscanspreadthroughtheairwhenacold-sufferercoughs,surprisingly,thisisnotthemostcommonrouteoftrans
Accordingtotheurbanconstructionprogram,oldbuildingsthatare______repairshouldbeblownup.
Wedarenotplayjokesonher______sheshouldbecomeangry.
Theincreaseinglobaltrademeansthatinternationalcompaniescannotaffordtomakecostlyadvertisingmistakesiftheywantt
Customhasnotcommonlybeenregardedasasubjectofanygreatmoment.Itistheinnerworkingofownbrainsthatwefeelt
Customhasnotcommonlybeenregardedasasubjectofanygreatmoment.Itistheinnerworkingofownbrainsthatwefeelt
Loveisprobablythebestantidepressantthereisbecauseoneofthemostcommonsourcesofdepressionisfeelingunloved.Most
Fordecades,apocalypticenvironmentalists(andothers)havewarnedofhumanity’simminentdoom,largelyasaresultofourunsu
随机试题
(1)Howmanytimesadaydoyoucheckyouremail?Whenyouwakeup?Beforebed?Adozentimesinbetween?Ifyou’relikemanyof
总体来说,一切与信息的获取、加工、表达、()、管理、应用等有关的技术,都可以称为信息技术。
在PowerPoint2010幻灯片浏览视图中,可以进行的工作有____。
HelensaidshewouldliketogotoAtlantabyair,butIwonderifshehasenoughmoneytopayforthe______.
A.糖皮质激素替代疗法B.抗菌药物与糖皮质激素合用C.抗结核病药与糖皮质激素合用D.糖皮质激素与肾上腺素合用E.早期、大剂量、短期应用糖皮质激素感染性中毒休克采用
用鼠标单击窗口的“关闭”按钮后,对应的程序将()。
在国际贸易货款结算中采用托收方式时,通常都是光票托收。( )
明月楼高休独倚,酒人愁肠,_________。(范仲淹《苏幕遮》)
下列模式中,能够给出数据库物理存储结构与物理存取方法的是()。
下列关于指针的运算中,()是非法的。
最新回复
(
0
)