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
外语
Newspaper Decline Not Due to the Rise of the Internet Some people assume that newsprint newspapers are dying at the hands of
Newspaper Decline Not Due to the Rise of the Internet Some people assume that newsprint newspapers are dying at the hands of
admin
2018-06-10
47
问题
Newspaper Decline Not Due to the Rise of the Internet
Some people assume that newsprint newspapers are dying at the hands of the internet. But a US 【L1】______professor will have none of it.
According to a study by Chicago university’s Matthew Gentzkow, "Trading dollars for dollars: the price of attention 【L2】______", the assumption is based on three false 【L3】______.
Fallacy one: Online advertising revenues are 【L4】______ than print revenues, so 【L5】______ must adopt a less 【L6】______ business model that cannot support paying 【L7】______.
"This perception that online ads are cheaper to buy is all about people 【L8】______things in units that are not 【L9】______each other—doing apples-to-oranges comparisons," Gentzkow writes.
Online ad rates are 【L10】______ discussed in terms of the "number of unique monthly visitors" the ad receives, while 【L11】______determine newspaper rates.
Several different studies already have shown that people spend more time with newspapers and magazine than the 【L12】______monthly visitor online, which makes looking at these rates as analogous 【L13】______.
By comparing 【L14】______people actually see an ad, Gentzkow finds that the price of attention for 【L15】______consumers is 【L16】______online.
Fallacy two: The web has made the advertising market more 【L17】______, which has driven down rates and, in turn, revenues. That, says Gentzkow, just isn’t so.
Fallacy three: The net is 【L18】______the demise of the newspaper industry. No, writes Gentzkow, the popularity of papers had already significantly diminished between 1980 and 1995, well before 【L19】______.
And, he finds, sales of papers have 【L20】______at roughly the same rate ever since. He concludes: "People have not stopped reading newspapers because of the internet. "
【L5】
Newspaper Decline Not Due to the Rise of the Internet
Some people assume that newsprint newspapers are dying at the hands of the internet. But a US economics professor will have none of it.
According to a study by Chicago university’s Matthew Gentzkow, "Trading dollars for dollars: the price of attention online and offline" , the assumption is based on three false premises.
Fallacy one: Online advertising revenues are naturally lower than print revenues, so traditional media must adopt a less profitable business model that cannot support paying real reporters.
" This perception that online ads are cheaper to buy is all about people quoting things in units that are not comparable to each other—doing apples-to-oranges comparisons," Gentzkow writes.
Online ad rates are typically discussed in terms of the "number of unique monthly visitors" the ad receives, while circulation numbers determine newspaper rates.
Several different studies already have shown that people spend more time with newspapers and magazine than the average monthly visitor online, which makes looking at these rates as analogous incorrect.
By comparing the amount of time people actually see an ad, Gentzkow finds that the price of attention for similar consumers is actually higher online.
Fallacy two: The web has made the advertising market more competitive, which has driven down rates and, in turn, revenues. That, says Gentzkow, just isn’t so.
Fallacy three: The net is responsible for the demise of the newspaper industry. No, writes Gentzkow, the popularity of papers had already significantly diminished between 1980 and 1995, well before the internet age.
And, he finds, sales of papers have dropped at roughly the same rate ever since. He concludes: "People have not stopped reading newspapers because of the internet. "
选项
答案
traditional media
解析
转载请注明原文地址:https://www.kaotiyun.com/show/DQrO777K
本试题收录于:
CATTI三级口译综合能力题库翻译专业资格(CATTI)分类
0
CATTI三级口译综合能力
翻译专业资格(CATTI)
相关试题推荐
Sociology社会学Sociologyisasocialsciencethatstudies(1)societies,theirinteractions,andtheprocessesthat(2)andch
TheAncientOlympicGames古代奥林匹克运动会Accordingtohistoricalrecords,thefirst(1)OlympicGamescanbetracedbackto776BC.
AAccommodation住宿Oneisneveratalossforaplaceto(1)inMalaysia.Thecountry’scitiesandmajortownshavea(2)r
AAccommodation住宿Oneisneveratalossforaplaceto(1)inMalaysia.Thecountry’scitiesandmajortownshavea(2)r
Itisclearthatwearerapidlybecomingaglobalculture.Newformsofinformationtechnology,intercontinentaltravel,andthe
______intooceansandriversisaseriousformofpollution.
AlmosteverydaythemediadiscoversanAfricanAmericancommunityfightingsomeformofenvironmentalthreatfromlandfills,g
______alanguagefamilyisagroupoflanguageswithacommonoriginandsimilarvocabulary,grammar,andsoundsystem.
Thegovernmenthasspentbillionstoupgradeitsinfrastructuretohandlethehigh-speedwirelessconnections.
IMF’sConcernaboutZimbabwe’sEconomyVocabularyandExpressionsInternationalMonetaryFundmacro-economicfundamentals
随机试题
不属于红细胞生理特征的是
玉屏风散,适用于当归六黄汤,适用于
腮腺区包块通常不作术前病理检查,而采取手术时作冰冻检查的主要原因是()
当一种房地产的替代品价格上涨时,则消费者对该房地产的需求(),当一种房地产的互补品价格降低时,则消费者对该房地产的需求()。
全面推行健康、安全、环境(HSE)管理的首要工作是()。
在高峰强度持续时间长时,骨料生产能力根据储存量和()确定。
下列关于地基概念的说法中,正确的有()。
技术分析的特点包括( )。
实地口语导游亦称()。
下面哪个是合法的标识符?
最新回复
(
0
)