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
43
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 statements about advertisements on tablets is true?
选项
A、They pose a threat to magazines.
B、They promise a bright future for digital ads.
C、They are worth much less than the print ads.
D、They offer both texts and links.
答案
B
解析
根据题干关键名词advertisements on tablets(平板电脑广告)定位到第四段。该段前三句得出结论:平板电脑的出现可能会改变数字广告价值远低于印刷版价值的局面;随后说明根据:平板电脑广告虽出现时间很短,但广告收益已相当不错。
转载请注明原文地址:https://kaotiyun.com/show/q6O4777K
0
考研英语一
相关试题推荐
Baghdad,Iraq—If,intime,theattempttoimplantapro-Western,democraticpoliticalsysteminIraqendsupburiedinthedeser
Title:ShouldThereBeCompulsoryRetirementAge?TimeLimit:40minutesWordlimit:about200wordsYourcompositio
Theword"pariah"(paragraph1)isclosestinmeaningtoTheauthorseemstobesuspiciousofthepublic-healthsuccessbecause
Whydidnomemberofthepublicrequestanyhearing?Itcanbeinferredfromthefirstthreeparagraphsthat
Theworseningofthecountry’seconomycouldmean______publicsupportfortherulingparty.
ItisincongruousthatthenumberofBritishinstitutionsofferingMBAcoursesshouldhavegrownby254percentduringaperiod
Customhasnotcommonlybeenregardedasasubjectofanygreatmoment.Itistheinnerworkingofownbrainsthatwefeelt
Environmentalistsrejoice;ExxonMobilisonyourside.Well,sortof.Inhischaracteristicallyplain-speakingway,RexTillers
Environmentalistsrejoice;ExxonMobilisonyourside.Well,sortof.Inhischaracteristicallyplain-speakingway,RexTillers
InAugust,environmentalistsinthePhilippinesvandalizedafieldofGoldenRice,anexperimentalgrainwhosegeneshadbeenmo
随机试题
使用VC6打开考生文件夹下的工程RevProj12。此工程包含一个源程序文件RevMain12.cpp,但在该程序中有错误。请改正程序中的错误,使它能得到正确结果。注意:不得删行或增行,也不得更改程序的结构。源程序文件RevMain12.c
在观察过程中始终坚持实事求是的态度,所体现的观察品质是【】
胃肠道是人体最大的免疫器官,也是人体最大的排毒器官。胃肠道指的是从胃幽门至肛门的消化管。肠是消化管中最长的一段,也是功能最重要的一段。该病容易复发主要由于幽门螺旋杆菌难以清除,根治幽门螺杆菌感染宜选用
患者,女性,55岁,胃穿孔术后4天,持续腹胀,无排气、排便。查体:腹部膨隆,全腹轻压痛及反跳痛,肠鸣音消失;X线腹片示小肠、结肠充气。考虑为()
教育实验共同具备的基本特征是()。
随着公益事业的发展,各种公益组织和项目________,在运行中却暴露出一系列问题。爱心捐赠是否基于自愿?项目运作是否足够规范?信息披露是否透明专业?这些无不在________着大大小小的公益慈善组织。填入画横线部分最恰当的一项是:
9.在路由器上使用______命令查看路由表。
Whatisthespeakermainlytalkingabout?
WhydidSusanandMichaelinterviewchildrenagedbetween9and11?
A、Atamusicstore.B、Atthepostoffice.C、OntheInternet.D、AtaGermanparty.C细节题。Pete说Imetthisreallynicewomanthrough
最新回复
(
0
)