PDF《《考研英语阅读理解基础进阶 88 篇》【第一阶段】【第07 周】》

新东方《考研英语阅读理解基础进阶

88 篇》

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3 《考研英语阅读理解基础进阶

88 篇》 【第一阶段】 【第07 周】 News consumption in the United Kingdom rose by

20 percent in the past three years―an increase driven almost entirely by people under the age of 35.

Two-fifths of those in this age group said they felt the need to be the first to hear the news. This need for immediacy is reflected in younger news consumers' choice of media: they overwhelmingly prefer to get their news from television and the Internet. While television remains the most popular medium across all age groups, only the behavior of consumers

55 and older prevented the Internet from jumping from fourth in

2006 to become the second most popular news source today. Instead, the Internet is now in third place, just behind newspapers. These findings underline the challenges that lie ahead for newspapers, that are struggling to address long-term circulation and advertising declines caused mainly by the growth of online news consumption and Internet advertising. Some newspapers are eyeing differentiated and innovative revenue models for their online content. But we found that while there is modest potential to increase online revenues, they will be insufficient to compensate for the decline of print. One finding does suggest a potential revenue opportunity: newspapers have an important inherent advantage as they face the challenges of the digital age―trust. Consumers trust newspapers more than any other medium, and

66 percent describe newspaper advertising as "informative and confidence inspiring," compared with only

44 percent for TV and

12 percent for the Web. This suggests that newspapers have further scope to go beyond news, to drive reader interest and advertising revenues at the same time. Leading newspapers have already created specialized pages and sections in areas such as entertainment, eating out, travel, and personal finance. The combination of editorial content, ads, and selected commercial offers benefits advertisers and is of practical use to readers. A few publications are going one step further, moving from just selling ad space to taking a role in transactions between advertisers and consumers in these and other areas. Opportunities present themselves for publishers to drive up revenues for their print as well as online versions by becoming trusted intermediaries. They can, for example, use their call centers to administer bookings for advertised offers to test-drive new car models. To survive in the digital age, newspapers will need to develop deeper skills―for example, in managing advertiser relationships and gaining customer insights―and they must walk a fine line to retain editorial independence and quality to capture these opportunities. But for those who get it right, the rewards could be significant. 【词汇突破】 (标有*号的词汇为超纲词) consumption /kEn5sQmpFn/ n. 消费;

消费量:Annual consumption of wine has risen from five to eleven litres per head. 葡萄酒的人均年饮用量已从

5 升增加到

11 升. *immediacy / I5mi:diEsi/ n. 即时性 overwhelmingly /7EUvE5welmINli/ adv. 压倒性地:Residents voted overwhelmingly in support of the plan. 居民以压到多数的投票支持这一计划. circulation /7s\:kjU5leIFn/ n. 发行量:The magazine had a large circulation. 这份杂志销量很 大. revenue /5revEnju: / n. 收入;

收益: financial revenue 财务收入 新东方《考研英语阅读理解基础进阶

88 篇》