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
2025-01-26
30
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] 【L9】
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
comparable to
解析
转载请注明原文地址:https://tihaiku.com/zcyy/3929573.html
相关试题推荐
[originaltext]Eventhefairestandmostimpartialnewspaperisamediumof
[originaltext]Eventhefairestandmostimpartialnewspaperisamediumof
[originaltext]Eventhefairestandmostimpartialnewspaperisamediumof
TheCommissionisexpectedtoproposeallowingpeopletochoosewhich(36)t
TheCommissionisexpectedtoproposeallowingpeopletochoosewhich(36)t
TheCommissionisexpectedtoproposeallowingpeopletochoosewhich(36)t
TheCommissionisexpectedtoproposeallowingpeopletochoosewhich(36)t
TheCommissionisexpectedtoproposeallowingpeopletochoosewhich(36)t
TheCommissionisexpectedtoproposeallowingpeopletochoosewhich(36)t
TheCommissionisexpectedtoproposeallowingpeopletochoosewhich(36)t
随机试题
Treesareusefultomaninthreeimportantways:theyprovidehimwithwood
(natural)______speaking,livingincityismoreexpensivethaninvillage.Natur
爆炸性气体环境根据爆炸性气体混合物出现的频繁程度和持续时间分类,在正常运行时可能
哪种药物与氨基糖苷类抗生素合用可能出现呼吸抑制或呼吸停止A、西咪替丁 B、硫糖
检验流行性脑脊髓膜炎最敏感的实验室检查是( )。A.特异性抗原检测 B.脑脊
从所给的四个选项中,选择最合适的一个填入问号处,使之呈现一定的规律性: A.如
当()时,证券公司及其营业部可以协助期货公司向客户提示风险。A.期货市场行情
下列各项中,不属于政府财务会计要素的是()。A.资产 B.负债 C.净
两人轻声谈话的声强级为40dB,热闹市场上噪声的声强级为80dB。市场上噪声的声
根据《建设工程施工劳务分包合同(示范文本)》GF-2003-0214,应由劳务分
最新回复
(
0
)