补充阅读 Will Newspapers Survive

Will Newspapers Survive? Its 6:25 am and the alarm buzzes. Out of bed, grab the paper, scan the headlines and hop into the shower by 6:35. TV on by 6:45 to catch any late-breaking news. In the car by 7:25. Turn on the radio to find out the traffic situation. Traffic jams for 35 minutes to travel 11 miles and arrive at work by 8. People want news-it is obvious by the number of resources they have used by 8 oclock in the morning. But, newspapers may lose their traditional position of dominance(统治) in the media industry. With competition from the Internet, authorities are talking about the end of the traditional newspaper. Currently, the 54 billion US newspaper industry consists of about 900 papers. However, being big doesnt guarantee (保证) survival. According to predictions based on a Newspaper Advertising Bureau study from 1961 to 1988, there will be no daily newspaper readers in 2078. This means that if the current trends (趋向) continue, in 2078, daily newspapers will not exist. This is the time to start making changes that will keep the newspaper the dominant medium of the future. Studies show that people dont read the paper because they say they “dont have enough time.” In fact, people have more free time today than they did 30 years ago. People are simply choosing to spend their free time in ways other than reading the paper. People make time for what interests them. Newspapers have advantages that have been taken for granted for years. What other source of information is delivered to your door seven days a week? Where else can local news and ads be found? Who else has a complete database of names and addresses of residents (居民) on every street in the entire city? This information is invaluable. Individual houses can be targeted for specific advertising messages. Much like a computer homepage, newspapers could be customized (定制) to fit the interests of each resident. The technology is available and the database is there. This is the newspaper of the future. Of course, this cannot happen overnight, but steps can be taken to make this a reality. Content is one of the most important factors of newspaper readership. It appears that newspapers try to offer interesting stories that will attract different groups of people. Unfortunately, that is only half the battle. Readers have to know the story is there and how to find it. Younger generations want shorter stories and more pictures and graphics. Newspapers need to stress their convenience and that they offer the quickest method for readers to find the information they need. They also need to stress that the information is available in a portable package wherever and whenever the reader wants it. A local television station may give an event a 30-second summary (总结). Often readers want more details and analysis. The newspaper fills that need；however, details dont have to mean long stories. They can be broken into reader-friendly packages.Knight Ridder Inc. Research Director Kip Cassino points out that no man-made communications medium has ever died. We cant let newspapers be the first to break this record. We need to reach out to readers today and stress the value, convenience, and content of the product we love. After all, 2078 is getting closer every day. ExercisesI. Choose the right answers according to the passage. 1. What is the big problem newspapers are facing according to the author? A. They may only attract old people as young people read less. B. Television and radio will control the sources of information. C. They may lose their former popularity in the media industry. D. Websites will eventually make all the other media useless. 2. Which of the following is not an advantage of newspapers over other media? A. Dally delivery at home. B. Attractive colorful pictures. C. Local news and advertising. D. Database of local names and addresses. 3. Why do some people say they have stopped reading newspapers? A. They are too busy. B. They are too lazy. C. They are too poor. D. They are too tired. 4. Is it right to claim that people are too busy to read newspapers according to the passage? A. Yes, because people have so little spare time today. B. No, because people have even more spare time today. C. Yes, because people are busy surfing the Internet. D. No, because only young peop