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  3. Changing Trends in Magazine Industry The impact of New York-based Fashion City Magazine’s new advertising campaign took owner Ch

Changing Trends in Magazine Industry The impact of New York-based Fashion City Magazine’s new advertising campaign took owner Ch

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问题 Changing Trends in Magazine Industry
The impact of New York-based Fashion City Magazine’s new advertising campaign took owner Charlie Ahn by surprise. Sales figures for this year are three times higher than last year’s.
Last year he decided to discontinue use of return cards which attached to their advertisements in magazines. They had been receiving fewer return cards since three years ago. At that time they obtained many new subscribers each year through return cards. However, those numbers dropped significantly. He changed advertising strategies at the beginning of this year.
Through surveys, the marketing department learned that the public would rather call their toll-fee subscription number than complete and mail a return card. Subscribers prefer this method not because of cost savings but because of convenience and it saves time.They find it faster and easier to speak to someone directly over the phone.
Ahn said to Jason Moore, our reporter in his office that he plans to hire outside consultants to help him improve his long-range marketing plans. "The consultants are experts in harnessing the power of the Internet to achieve business goals." said Mr. Ahn. He also plans to use e-commerce to give him a competitive edge over the readers.
He will make a digital version of his magazine and readers can receive notifications when new issues become available. Customers can have access to web-exclusive feature articles that aren’t available in the printed edition. The new innovative magazine will show articles with embedded flash movies in addition to pictures.
How did Fashion City Magazine know the subscribers’ trends?
选项 A、Through participating in a book fair
B、By conducting a survey
C、By continuing the use of return cards
D、Through calling potential clients
答案B
解析 在第三段落的开始部分提到了通过调查知道了读者的动向。
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