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  3. In America and Europe magazine publishers have a common headache: total circulation is either flat or declining slightly as peop

In America and Europe magazine publishers have a common headache: total circulation is either flat or declining slightly as peop

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问题     In America and Europe magazine publishers have a common headache: total circulation is either flat or declining slightly as people devote more time to the internet, and an ever greater share of advertising spending is going online. Magazine units are mostly a drag on growth for their parents. Time Inc, the world’ s biggest magazine company, has to fend off rum ours that its parent, Time Warner, will sell it. People in the industry expect that Time Warner will soon sell IPC Media, its British magazine subsidiary.
    The business model for consumer magazines is under pressure from several directions at once, both online and off. Magazines have become more expensive to launch, and the cost of attracting and keeping new subscribers has risen. In America newsstand sales have been worryingly weak, partly because supermarkets dominate distribution and shelf-space is in short supply.
    The internet’s popularity has hit men’s titles the hardest. FHM, the flagship "lads" magazine of Emap—a British media firm, for instance, lost a quarter of its circulation in the year to June. Not long ago consumer magazines were Emap’s prize asset, but slowing growth from the division contributed to the company’s decision to put itself up for sale. Men’s magazines are in trouble in most developed-world markets as people have quickly switched from magazines to online services.
    There are good reasons why magazine owners should not feel pessimistic, however. For readers, many of the pleasing characteristics of magazines—their portability and glossiness, for instance— cannot be matched online. And magazines are not losing younger readers in the way that newspapers are. According to a study by the digital arm of Ogilvy Group, appetite for magazines is largely unchanged between older "baby boomers" and young "millennials".
    On the advertising side, magazines are faring much better than newspapers, which are losing big chunks of revenue as classified advertising shifts online. Advertisers like the fact that in many genres, such as fashion, readers accept and value magazine ads and even consider them part of the product.
    Unfortunately, magazine publishers have been slow to get onto the internet. "Eighteen months ago the internet was something they worried about after 4pm on Friday," says Peter Kreisky, a consultant to the media industry, "but now it’s at the heart of their business model. " To their credit, however, big magazine firms are doing far more than reproducing their print products online. They offer people useful, fun services online—Lagardere’ s Car and Driver website, for instance, offers virtual test drives, and Better Homes and Gardens online has a 3D planning tool to help people redesign their homes.
In the first paragraph, the author mainly discusses______.
选项 A、the effects of internet on the circulation of US and Europe magazines
B、the reason why parents don’t subscribe to magazines
C、the problems American and European magazines face today
D、the consequences of people’s devotion to online magazines
答案C
解析 此题是对文章第一段的理解。文章第一段第一句谈到“在美国和欧洲，杂志出版商共同面临一个令人头疼的问题：……”，这句话是第一段的中心句，接下来便对这个问题进行具体阐述。C选项“美国和欧洲杂志现如今面临的问题”，与第一段的中心相符，故正确。
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