2005年NPR美国国家公共电台十一月-Future of the New-英语课

时间：2019-01-08 作者：英语课 分类：2005年NPR美国国家公共电台

英语课

Renee Montagne: On Fridays, we focus on your money.

Renee Montagne: Today fewer people are spending that money on newspapers. Daily newspaper circulation reached its peak in 1984 and has been declining ever since. In what is by now a familiar announcement this week five dailies owned by Knight 1 Ridder say they are cutting jobs. We called Jeff Kahler, a consultant 2 to the newspaper industry; he says some of the declining circulation is by design when it comes to readers. Some companies are now putting quality over quantity.

Jeff Kahler: For years, the objective in the industry was expansion and to deliver the highest circulation number possible. Some newspapers sold a lot of subscriptions 3 to entice 4 new subscribers. But when you factor in the high cost of discounting, that's a lesser 5 unit of circulation. So some of these losses are, uh, thinning the herd 6, if you will.

Renee Montagne: But still a lot of other newspapers are in fact losing readers and they certainly don't want to and where are they going? The Internet, I gather, is doing rather well.

Jeff Kahler: Yes, we are talking, Renee, about eye-balls. Are eye-balls reading the print newspaper or are they getting their information off the computer. I think that newspapers have made a fundamental shift where circulation was the gold standard to now the concept of readership. Are people reading your print version? Are people going online to read your online offering?

Renee Montagne: So specifically, what would be your recommendation to a newspaper that is trying to survive?

Jeff Kahler: I do say Number one, Renee, that newspaper companies are streamlining their businesses; they're shedding, lesser quality circulation. Number two, they are now going to market with a rifle, and not a bazooka. To target your sales and target your readers, this requires powerful data bases, and with these data bases, they're selecting the most attractive readers, readers who are loyal to the newspaper, readers who will support the advertisers. Number three, they are definitely extending their franchises 7. We see a lot of niche 8 editorial and niche advertising 9 products. And this is an attempt to cater 10 to specific groups, urban readers, diverse readers, older readers. So you'll see products such as a Quick launched by the Dallas Morning News, catering 11 to the younger readers. There will be numerous ways for readers to interact with the content provider which as we used to know was only the newspaper, but now which (is) the newspaper media-franchise.

Renee Montagne: Thank you very much for joining us.

Jeff Kahler: Thank you, Renee.

Renee Montagne: Jeff Kahler is a consultant…

1 knight

n.骑士，武士；爵士

He was made an honourary knight.他被授予荣誉爵士称号。
A knight rode on his richly caparisoned steed.一个骑士骑在装饰华丽的马上。

2 consultant

n.顾问；会诊医师，专科医生

He is a consultant on law affairs to the mayor.他是市长的一个法律顾问。
Originally,Gar had agreed to come up as a consultant.原来，加尔只答应来充当我们的顾问。

3 subscriptions

n.（报刊等的）订阅费( subscription的名词复数 )；捐款；（俱乐部的）会员费；捐助

Subscriptions to these magazines can be paid in at the post office. 这些杂志的订阅费可以在邮局缴纳。来自《简明英汉词典》
Payment of subscriptions should be made to the club secretary. 会费应交给俱乐部秘书。来自《简明英汉词典》

4 entice

v.诱骗，引诱，怂恿

Nothing will entice the children from television.没有任何东西能把孩子们从电视机前诱开。
I don't see why the English should want to entice us away from our native land.我不明白，为什英国人要引诱我们离开自己的国土。

5 lesser

adj.次要的，较小的；adv.较小地，较少地

Kept some of the lesser players out.不让那些次要的球员参加联赛。
She has also been affected,but to a lesser degree.她也受到波及，但程度较轻。

6 herd

n.兽群，牧群；vt.使集中，把…赶在一起

She drove the herd of cattle through the wilderness.她赶着牛群穿过荒野。
He had no opinions of his own but simply follow the herd.他从无主见，只是人云亦云。

7 franchises

n.（尤指选举议员的）选举权( franchise的名词复数 )；参政权；获特许权的商业机构（或服务）；（公司授予的）特许经销权v.给…以特许权，出售特许权( franchise的第三人称单数 )