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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

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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.
Which of the following is the hest title for this text?
选项 A、The Exaggerated Reports of the Death of the Newspaper.
B、The New Opportunities Offered by Internet for the Newspaper.
C、What Could Be the Future of the Newspaper?
D、The Newspaper Is Disappearing: A Cause for Concern, But Not for Panic.
答案A
解析 本题考查文章主旨。本文前两段引入主题：报纸的前景到底是黑暗还是光明?接着作者从竞争、新型经营模式、与谷歌的竞争等角度证明了报业并不会消亡，而是在竞争和创新中求生存。本文作者驳斥了“报纸消亡论”，提出了自己对报纸未来发展的正确看法。[A]强调了这一点，是恰当的题目。[B]只涉及网络提供的机遇这一方面，而文中还提到了免费报纸的新经营模式、内容的原创性等，因此[B]不能概括全文。[C]没有体现出作者的乐观态度，[D]肯定了报纸的消亡，与文章主旨相悖。
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