2. 考研
  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

admin2013-06-10  61
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.
Which of the following is true of magazines’ current situation?
选项 A、Magazines face pressures from the Internet only.
B、Magazines need to spend more on the marketing.
C、Most readers of magazines are attracted to online services.
D、Newsstand in America plays a major role in magazine sales.
答案B
解析 此题考查考生对文章中具体细节的理解。根据题目内容我们可以在文中找到考查的内容在第二段，第二句谈到“杂志发行越来越贵，吸引和保留新订户的成本也在上升”。这就说明杂志需要在市场上花费更多，故B选项正确。
转载请注明原文地址:https://kaotiyun.com/show/wYd4777K
0

考研英语一

相关试题推荐
随机试题
最新回复(0)