首页
登录
职称英语
Newspaper Decline Not Due to the Rise of the Internet Some people assume that
Newspaper Decline Not Due to the Rise of the Internet Some people assume that
游客
2023-12-29
54
管理
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. " [br] 【L6】
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
profitable
解析
转载请注明原文地址:https://tihaiku.com/zcyy/3315010.html
相关试题推荐
It’scommonlyacknowledgedthatinfantmortalityhasdeclinedbecauseofrecent
"Agoodnewspaperisanationtalkingtoitself,"musedArthurMillerin196
"Agoodnewspaperisanationtalkingtoitself,"musedArthurMillerin196
"Agoodnewspaperisanationtalkingtoitself,"musedArthurMillerin196
"Agoodnewspaperisanationtalkingtoitself,"musedArthurMillerin196
Thenewspaperstoriesdeliberatelyputdowntheactress’sunattractivepast.A、ac
AttheWorldLiteraryCenter,anorganizationthatworkstohelppeopleread,th
HistorytellsusthatinancientBabylon,thecradleofcivilization,thepeople
Butifyouallowmetobefrank,it’sthepeople,especially,theyoungergenera
Injustthreeyears,theNethasgonefromaplaygroundforthelocalpeopleto
随机试题
构造柱是按先砌墙后浇灌混凝土柱的施工顺序制成的混凝土柱。
设有4组容量相同的样本数据,即n=8,相关系数分别为:r1=0.65,r2=0.
某多发性内分泌综合征患者,全身多个分泌腺功能亢进。 若患者确定MENⅡ型,其
优秀教师要善于引导学生探索新知,而不是单纯地传递知识信息。这体现的教学原则是(
股权投资基金管理人应当根据中国证券投资基金业协会的规定,发生重大事项的,应当在(
肾阴虚崩漏出血期的最佳治法是A.滋益肾阴 B.滋肾益阴,固冲止血 C.滋养肝
患者,女性,70岁,突发剧烈心前区疼痛,胸闷,心界向左扩大,心尖区吹风样3/6级
2011年来华留学生(不含港、澳、台地区,下同)总人数比上年增长27521名,同
关于地质构造,下列说法正确的是( )。A.岩层层面的产状要素包括走向、节理和断层
地下工业工程分为()。A.地下水利工业工程 B.地下电力工业工程 C.
最新回复
(
0
)