列表

详情


There will eventually come a day when The New York Times ceases to publish stories on newsprint. Exactly when that day will be is a matter of debate. “Sometime in the future,” the paper's publisher said back in 2010.
Nostalgia for ink on paper and the rustle of pages aside, there's plenty of incentive to ditch print. The infrastructure required to make a physical newspaper—printing presses, delivery trucks—isn't just expensive; it's excessive at a time when online-only competitors don't have the same set of financial constraints. Readers are migrating away from print anyway. And though print ad sales still dwarf their online and mobile counterparts, revenue from print is still declining.
Overhead may be high and circulation lower, but rushing to eliminate its print edition would be a mistake, says BuzzFeed CEO Jonah Peretti.
Peretti says the Times shouldn't waste time getting out of the print business, but only if they go about doing it the right way.“ Figuring out a way to accelerate that transition would make sense for them,” he said, “but if you discontinue it, you're going to have your most loyal customers really upset with you.”
Sometimes that's worth making a change anyway. Peretti gives the example of Netflix discontinuing its DVD-mailing service to focus on streaming. “It was seen as a blunder," he said. The move turned out to be foresighted. And if Peretti were in charge at the Times? “I wouldn't pick a year to end print,” he said. “I would raise prices and make it into more of a legacy product.”
The most loyal customers would still get the product they favor, the idea goes, and they'd feel like they were helping sustain the quality of something they believe in. “So if you're overpaying for print, you could feel like you were helping,” Peretti said. “Then increase it at a higher rate each year and essentially try to generate additional revenue.” In other words, if you're going to make a print product, make it for the people who are already obsessed with it. Which may be what the Times is doing already. Getting the print edition seven days a week costs nearly $500 a year—more than twice as much as a digital-only subscription.
“It's a really hard thing to do and it's a tremendous luxury that BuzzFeed doesn't have a legacy business,” Peretti remarked. “But we're going to have questions like that where we have things we're doing that don't make sense when the market changes and the world changes. In those situations, it's better to be more aggressive than less aggressive.”
1.The New York Times is considering ending its print edition partly due to(  ).
2.Peretti suggests that, in face of the present situation, the Times should(  ).  
3.It can be inferred from Paragraphs 5 and 6 that a “legacy product” (  ).  
4.Peretti believes that, in a changing world (  ).  
5.Which of the following would be the best title of the text?

第 1 问

A. the increasing online ad sales

B. the pressure from its investors

C. the complaints from its readers

D. the high cost of operation

第 2 问

A. make strategic adjustments

B. end the print edition for good

C. seek new sources of readership

D. aim for efficient management

第 3 问

A. helps restore the glory of former times

B. is meant for the most loyal customers

C. will have the cost of printing reduced

D. expands the popularity of the paper

第 4 问

A. traditional luxuries can stay unaffected

B. cautiousness facilitates problem-solving

C. aggressiveness better meets challenges

D. legacy businesses are becoming outdated

第 5 问

A. Shift to Online Newspapers All at Once.

B. Cherish the Newspaper Still in Your Hand.

C. Keep Your Newspapers Forever in Fashion.

D. Make Your Print Newspaper a Luxury Good.

参考答案: D A B C D

详细解析:

1.应选[D]。考查考生把握重要细节信息的能力。
【试题解析】(1)本题难度适中,定位在第一、二段。文章第一段陈述的就是题干“ending its print edition”的内容,原因在第二段。(2)根据文章,“甩掉纸质印刷有许多诱因”(plenty of incentive),“印刷一份报纸需要的基础设施包括印刷的机器、送报的卡车,相当昂贵”(expensive)。(3)此外,第三段又提到了“管理费用昂贵”(Overhead)的字眼。综合这些信息,选项[D]最佳。

2.应选[A]。考查考生把握言外之意的推理能力。
【试题解析】(1)本题难度适中。依据题目顺序,本题可定位在第三、四段。(2)皮拉提认为,“马上淘汰纸质版是一个错误”(第三段:mistake)。那么应该怎样做呢? “不要把时间浪费在脱离纸质印刷业务上” (第四段:getting out of the print business),“除非着手用正确的方法来做这件事”(第四段:the right way)。“方法”即是战略和策略。(3)换言之,“努力找到一种方法来加速那一转变过程才有意义”(第四段:that transition)“转型” 即调整。综合这些内容,《纽约时报》应该找到方法加速转变,即选项[A]的内容。

3.应选[B]。考查考生把握言外之意的推理能力。
【试题解析】(1)本题难度适中。题干定位在第五、六段。(2)根据文章,“如果提高《纽约时报》的价格,就可以把它做成一个‘传承性产品’ ”(第五段:raise prices, legacy product) 。这便提出了“传承性产品”的概念,即《纽约时报》就是这样的一个产品。(3)再根据“(做成传承性产品)这种方法可行”(第六段:the idea goes),“最忠实的读者仍将得到他们喜爱的产品——即‘传承性产品’ ”(第六段:The most loyal customers),“如果你多付钱来购买纸质印刷品。你就会感觉到好像自己在帮扶该报纸”(第六段: overpaying, helping),换言之,这便是针对迷恋上纸制品的读者定制的“传承性产品”。(4)其实,作者在第四段就提到了“不能得罪忠实客户”的字眼。综合这些内容,选项[B]最佳。

4.应选[C]。考查考生把握重要细节信息的能力。
【试题解析】(1)本题比较容易。定位在第七段。(2)根据文章,“《纽约时报》有传承业务反而不是优势”(luxury),“在变化的形势下,多一些锐意进取的做法更好”(better to be more aggressive)。(3)其实,第六段所述的“提高纸制品价格、加速转变”都与“积极进取”相关。综合这些内容,选项[C]最佳,“aggressiveness”对应原文的“aggressive”,“challenges” 对应原文的“situations”。

5.应选[D]。考查考生把握全文中心主旨的能力。
【试题解析】(1)本题偏难,需要结合文章关键词、作者态度以及全文写作思路综合判断。(2)首先, 全文探讨的话题是《纽约时报》纸质品的生存问题。选项[D]满足这一条件。(3)文章第一、二段介绍了 《纽约时报》打算终止纸制版并分析原因。第三、四段提出不能马上终止纸制品并给出理由。第五、六、七段提出为了迎接转型应该采取的锐意进取的方案(将纸质品做成一个传承产品)。选项[D]概括了这些要点。

上一题