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  3. Alan Rusbridger, the editor of the Guardian, told an audience of Indians thi

Alan Rusbridger, the editor of the Guardian, told an audience of Indians thi

游客2023-07-09  39
问题     Alan Rusbridger, the editor of the Guardian, told an audience of Indians this month that digital technology was mauling(抨击)the traditional print newspaper. That is certainly true in rich countries. But since 2005 the number of paid-for Indian daily newspaper titles has surged by 44% to 2 700, according to the World Association of Newspapers. That gives India more paid-for newspapers than any other country.
    One reason why the internet has not yet started destroying Indian newspapers is that only 7% of Indians surf the web regularly. "It’s no threat yet," says Bharat Bhushan, the editor of the Mail Today, a joint venture between the Daily Mail and India Today. Nor is television, although the number of channels available via cable and satellite has exploded and more Indians are paying for them.
    The headlong growth of Indian newspapers is driven by rising literacy and a booming economy. Granted, only 65% of Indian adults can read—a pitiful figure. But it is nearly twice what it was three decades ago. As India’s middle class swells, firms are splashing out on newspaper advertisements for property, mobile phones, cars and matchmaking services. At less than four rupees($0.09)a pop, Indian papers are cheap, so many households buy more than one daily. Revenues are driven by advertising, which is buoyant(上涨的). In the year to March 2010, the amount spent on newspaper ads in India increased by 30%, the swiftest increase in the Asia-Pacific region, according to Nielsen India, a market-research firm. Unlike, say, the Guardian, most Indian papers are profitable.
    As wealth and literacy spread, however, regional and local-language papers are likely to gain ground. People like to read in their mother tongue. The circulation of Hindi papers rose from less than 8 million in the early 1990s to more than 25 million last year. Even more growth may lie ahead. If 200 million Indians read a paper daily, that still leaves a billion who don’t. The Federation of Indian Chambers of Commerce and Industry, a trade body, and KPMG, a consultancy, predict that in the next four years the newspaper industry’s revenues will grow by 9% a year, to $ 5.9 billion. [br] Why are firms willing to spend more money on newspaper advertisements?
选项 A、To raise literacy in general.
B、To appeal to middle-class customers.
C、To cater for a booming economy.
D、To publicize popular products and services.
答案 B
解析
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