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WhowontheWorldCup1994footballgameWhathappenedattheUnitedNationsHowdidthecriticslikethenewplay1aneventtakesplacenewspapersareonthestreets2thedetails.Whereveranythinghappensintheworldreportersareonthespotto3thenews. Newspapershaveonebasic4togetthenewsasquicklyaspossiblefromitssourcefromthosewhomakeittothosewhowantto5it. Radiotelegraphtelevisionand6inventionsbroughtcompetitionfornewspaper.Sodidthedevelopmentofmagazinesandothermeansofcommunication.7thiscompetitionmerelyspurredthenewspaperson.Theyquicklymadeuseofthenewerandfastermeansofcommunicationtoimprovethe8andthustheefficiencyoftheirownoperations.Todaymorenewspapersare9andreadthaneverbefore.Competitionalsolednewspaperstobranchoutintomanyotherfields.Besideskeepingreaders10ofthelatestnewstoday’snewspapers11andinfluencereadersaboutpoliticsandotherimportantandseriousmatters.Newspapersinfluencereaders’economicchoices12advertising.Mostnewspapersdependonadvertisingforvery13. Newspapersaresoldatapricethat14evenasmallfractionofthecostofproduction.Themain15ofincomeformostnewspapersiscommercialadvertising.The16insellingadvertisingdependsonanewspaper’svaluetoadvertisers.This17intermsofcirculation.Howmanypeoplereadthenewspaper Circulationdepends18ontheworkofthecirculationdepartmentandontheservicesorentertainment19inanewspaper’spages.Butforthemostpartcirculationdependsonanewspaper’svaluetoreadersasasourceofinformation20thecommunitycitycountystatenationandworld—andevenouterspace. Readthefollowingtext.Choosethebestwordsforeachnumberedblankandmark[A][B][C]or[D]onANSWERSHEET1.4
Europeneedstoimporttoexport.ThatisthesloganoftheEuropeanCommission’snewstrategyforsecuringitseconomicplaceintheworldunveiledthisweekbyPeterMandelsontheEuropeanUnion’scommissionerfortrade.Thesoundbiteofcoursegetstheeconomicspreciselybackwards:exportsarethepriceacountrymustpayforitsimports;Europeanstoilawaymakingstuffforotherstoconsumeonlysotheycaninturngettheirhandsonthefruitsofforeignlabours.ButtheslogandoescapturetwoawkwardtruthsEuropeanexportersmustnowconfront.FirstonlybyofferingtoopenitsownmarketscantheEUhopetopersuadeforeigncountriestoopentheirs.ButwiththecollapseoftheDoharoundoftradetalksitisnotobvioustowhomtheEuropeansshouldmaketheiroffers.SecondEuropeancompaniesarenowpartofelaborateglobalsupplychains.Clumsyeffortstoprotectsomeofthemfromforeigncompetitiondepriveothersofthecheapinputstheyneedtothriveinworldmarkets.Thenewtradestrategylooksatbothofthesedilemmasamongothers.ThoughMrMandelsoninsiststhatheremainsweddedtomultilateralnegotiationsat’theWorldTradeOrganisationhealsofanciespursuingabitonthesidewithotherwillingtradepartners.TheEUwillpickitspartnersaccordingtothreecriteria:dotheyofferabiggrowingmarketAretheycuttingdealswithAmericaorJapanAndaretheyguiltyofdeterringEuropeancompanieseitherrepellingthemattheborderwithhightariffsorboggingthemdownincumbersomerulesandregulationsThestrategynamesASEANSouthKoreaIndiaandRussiaasprioritiesaswellastworegionalblocksMercosurandtheGulfCo-operationCouncilthatitisalreadycourting.TheEUwillrevealitsplansforChinaattheendofthemonth.ThestrategyalsoproposestolookagainathowtheEUprotectsitsownbordersbecauseitsfavoredweaponsarepronetobackfire.ForexampleEUministersdecidedthisweektoslapantidumpingdutiesonleathershoesfromVietnamandChinawhichthreatenshoemakersinItalyPortugalandSpain.ButthedutiesareopposedbyEurope’sownretailersandsomeofitssportswearmakers.LettingAsianworkersstitchandgluesportsshoesmakesitpossibleforsuchfirmstoemployEuropeanstodesignandmarketthem.MrMandelsonpresentedhisstrategyasawaytohelptheEUbecomemorecompetitive.Openinguptoforeignrivalsisofcourseanexcellentwaytofostercompetitionincloistereddomesticindustries.ApitythenthatmostofhisconcreteproposalswereaboutconqueringmarketsabroadandthattheEUisstillsoreadytoraiseitsdefencesathome.WhichofthefollowingisnotabasicstandardofEUforpickingitspartners
AcoupleofyearsagoagroupofmanagementscholarsfromYaleandtheUniversityofPittsburghtriedtodiscoveriftherewasalinkbetweenacompany’ssuccessandthepersonalityofitsboss.46Toworkoutwhatthatpersonalitywastheyaskedseniormanagerstoscoretheirbossesforsuchtraitsasanabilitytocommunicateanexcitingvisionofthefutureortostandasagoodmodelforotherstofollow.Whenthedatawereanalyzedtheresearchersfoundnoevidenceofaconnectionbetweenhowwellafirmwasdoingandwhatitsbosswaslike.Asfarastheycouldtellacompanycouldnotbejudgedbyitschiefexecutiveanybetterthanabookcouldbejudgedbyitscover. 47AfewyearsbeforethishoweverateamofpsychologistsfromTuftsUniversityledbyNaliniAmbadydiscoveredthatwhenpeoplewatchedtwo-second-longfilm-clipsofprofessorslecturingtheywereprettygoodatdetermininghowableateachereachprofessoractuallywas. NowDrAmbadyandhercolleagueNicholasRulehavetakenthingsastepfurther.48Theyhaveshownthatevenastillphotographcanconveyalotofinformationaboutcompetence—andthatitcandosoinawaywhichsuggeststheassessmentsofallthoseseniormanagerswerenonsense. DrAmbadyandMr.Ruleshowed100undergraduatesthefacesofthechiefexecutivesofthetop25andthebottom25companiesintheFortune1000list.Halfthestudentswereaskedhowgoodtheythoughtthepersontheywerelookingatwouldbeatleadingacompanyandhalfwereaskedtoratefivepersonalitytraitsonthebasisofthephotograph.49Thesetraitswerecompetencedominancelikabilityfacialmaturityinotherwordsdidtheindividualhaveanadult-lookingfaceorababy-faceandtrustworthiness. AndDrAmbadyandMr.Ruleweresurprisedbyjusthowaccuratethestudents’observationswere.TheresultsoftheirstudywhichareabouttobepublishedinPsychologicalScienceshowthatboththestudents’assessmentsoftheleadershippotentialofthebossesandtheirratingsforthetraitsofcompetencedominanceandfacialmaturityweresignificantlyrelatedtoacompany’sprofits. 50Sadlythecharacteristicsoflikabilityandtrustworthinessappeartohavenolinktocompanyprofitssuggestingthatwhenitcomestobusinesssuccessbeingwarmandfuzzydoesnotmattermuchthoughthesetraitsarenotharmful. 46
Europeneedstoimporttoexport.ThatisthesloganoftheEuropeanCommission’snewstrategyforsecuringitseconomicplaceintheworldunveiledthisweekbyPeterMandelsontheEuropeanUnion’scommissionerfortrade.Thesoundbiteofcoursegetstheeconomicspreciselybackwards:exportsarethepriceacountrymustpayforitsimports;Europeanstoilawaymakingstuffforotherstoconsumeonlysotheycaninturngettheirhandsonthefruitsofforeignlabours.ButtheslogandoescapturetwoawkwardtruthsEuropeanexportersmustnowconfront.FirstonlybyofferingtoopenitsownmarketscantheEUhopetopersuadeforeigncountriestoopentheirs.ButwiththecollapseoftheDoharoundoftradetalksitisnotobvioustowhomtheEuropeansshouldmaketheiroffers.SecondEuropeancompaniesarenowpartofelaborateglobalsupplychains.Clumsyeffortstoprotectsomeofthemfromforeigncompetitiondepriveothersofthecheapinputstheyneedtothriveinworldmarkets.Thenewtradestrategylooksatbothofthesedilemmasamongothers.ThoughMrMandelsoninsiststhatheremainsweddedtomultilateralnegotiationsat’theWorldTradeOrganisationhealsofanciespursuingabitonthesidewithotherwillingtradepartners.TheEUwillpickitspartnersaccordingtothreecriteria:dotheyofferabiggrowingmarketAretheycuttingdealswithAmericaorJapanAndaretheyguiltyofdeterringEuropeancompanieseitherrepellingthemattheborderwithhightariffsorboggingthemdownincumbersomerulesandregulationsThestrategynamesASEANSouthKoreaIndiaandRussiaasprioritiesaswellastworegionalblocksMercosurandtheGulfCo-operationCouncilthatitisalreadycourting.TheEUwillrevealitsplansforChinaattheendofthemonth.ThestrategyalsoproposestolookagainathowtheEUprotectsitsownbordersbecauseitsfavoredweaponsarepronetobackfire.ForexampleEUministersdecidedthisweektoslapantidumpingdutiesonleathershoesfromVietnamandChinawhichthreatenshoemakersinItalyPortugalandSpain.ButthedutiesareopposedbyEurope’sownretailersandsomeofitssportswearmakers.LettingAsianworkersstitchandgluesportsshoesmakesitpossibleforsuchfirmstoemployEuropeanstodesignandmarketthem.MrMandelsonpresentedhisstrategyasawaytohelptheEUbecomemorecompetitive.Openinguptoforeignrivalsisofcourseanexcellentwaytofostercompetitionincloistereddomesticindustries.ApitythenthatmostofhisconcreteproposalswereaboutconqueringmarketsabroadandthattheEUisstillsoreadytoraiseitsdefencesathome.Whichofthefollowingcouldbeauthor’sjudgmentofthestrategy
JimBoonisahybridkindofguy.HedrivesaToyotahybridtoworkaHondahybridonweekendsandasamanagerforSeattlepublictransitherecentlyplacedtheworld’slargestorderforhybridelectricbuses.Nowwiththebiggesthybrid-busfleetintheworldSeattlehasbecomethemaintestinggroundforatechnologythatclaimsitcandrasticallycutairpollutionandfuelconsumption.Inthe1990sdemofleetsof35busesorfewerstartedcroppingupincitiessuchasTempeAriz.SixteenoftheseearlyhybridsstillserviceGenoaItalywheredriversswitchfromdieseltoelectricpowerwhenpassingthecity’sdowntownarchitecturaltreasures.ButnocityhasgoneasfarasSeattlewhichlastyearbought235GMhybridbusesat$645000apop.WhenthefinalonerollsoutthisDecembertheregion’sbussystemwillbe15percenthybrid.ButwhySeattleandwhynowThePacificNorthwesthaslongbeenahotbedofbothGreenpoliticsandcutting-edgetechnology.FourteenyearsagotheSeattleareabought236Italian-madeBredabusestoserviceamile-longdowntowntunnel.TheyweresupposedtooperateascleanelectrictrolleysundergroundbuttheswitchingmechanismoftenfailedandthebusdrovethroughthetunnelasadieselsaysBoon.Itwasprettyloudandsmoky.WhentheBredashitretirementagein2002Boonwentshopping.HechosetheGMbusesbecausetheyuseanautomatictransmissionanddieselboostersthatprovidepowertoscaleinclineswithoutstrain.InhillySeattletheprospectofahybridthatcouldclimblikeadieselbutacceleratewithoutbelchingblackfumeshelpedjustifyaprice$200000higherthanthatofaregularbus.ThedaysofseeingadieselpullawayandpouroutsmokeareoversaysBoon.AfterwedrovethesehybridbusesacrossthecountryIwipedahandkerchiefinsidethetailpipe.Itcameoutspotless.Expertssaybusesarecriticaltorealizingthehybriddreamofgreaterefficiencyandcleanerair.Itwouldtakethousandsofhybridcarstosaveasmanygallonsofgas750000asBoonexpectshisbusestosaveSeattleeachyear.GMclaimsthatcomparedwithconventionaldieselsitsnewbusesalsochurnout90percentlessparticulatematter—aknowncarcinogen.BusesareamajorsourceofpollutioninanycitysaysDaveKircherofthePugetSoundCleanAirAgency.Theyoperatewherepeoplearebreathingthisexhaustsothisisamajorstepforwardintermsofemissions.Andamajorstepforwardinthemarketplace:PhiladelphiaHonoluluLongBeachCalif.andAlbuquerqueN.M.haveallboughttheGMbusesinrecentmonths.GMisnowtoutingitselfinadsasthetophybrid-businnovatorbutSiemensisamongtheglobalgiantsduelingGMfornewbusinessandNewYorkplanstodeploy325BAESystemshybridsby2006.There’sroomforcompetitionsaysJamesCannoneditorofHybridVehiclesnewsletter.SeemsSeattleisn’ttheonlycitytryingtoleavegrungebehind.TheexpressionchurnoutLine4Paragraph5mostprobablymeans______.
AcoupleofyearsagoagroupofmanagementscholarsfromYaleandtheUniversityofPittsburghtriedtodiscoveriftherewasalinkbetweenacompany’ssuccessandthepersonalityofitsboss.46Toworkoutwhatthatpersonalitywastheyaskedseniormanagerstoscoretheirbossesforsuchtraitsasanabilitytocommunicateanexcitingvisionofthefutureortostandasagoodmodelforotherstofollow.Whenthedatawereanalyzedtheresearchersfoundnoevidenceofaconnectionbetweenhowwellafirmwasdoingandwhatitsbosswaslike.Asfarastheycouldtellacompanycouldnotbejudgedbyitschiefexecutiveanybetterthanabookcouldbejudgedbyitscover. 47AfewyearsbeforethishoweverateamofpsychologistsfromTuftsUniversityledbyNaliniAmbadydiscoveredthatwhenpeoplewatchedtwo-second-longfilm-clipsofprofessorslecturingtheywereprettygoodatdetermininghowableateachereachprofessoractuallywas. NowDrAmbadyandhercolleagueNicholasRulehavetakenthingsastepfurther.48Theyhaveshownthatevenastillphotographcanconveyalotofinformationaboutcompetence—andthatitcandosoinawaywhichsuggeststheassessmentsofallthoseseniormanagerswerenonsense. DrAmbadyandMr.Ruleshowed100undergraduatesthefacesofthechiefexecutivesofthetop25andthebottom25companiesintheFortune1000list.Halfthestudentswereaskedhowgoodtheythoughtthepersontheywerelookingatwouldbeatleadingacompanyandhalfwereaskedtoratefivepersonalitytraitsonthebasisofthephotograph.49Thesetraitswerecompetencedominancelikabilityfacialmaturityinotherwordsdidtheindividualhaveanadult-lookingfaceorababy-faceandtrustworthiness. AndDrAmbadyandMr.Ruleweresurprisedbyjusthowaccuratethestudents’observationswere.TheresultsoftheirstudywhichareabouttobepublishedinPsychologicalScienceshowthatboththestudents’assessmentsoftheleadershippotentialofthebossesandtheirratingsforthetraitsofcompetencedominanceandfacialmaturityweresignificantlyrelatedtoacompany’sprofits. 50Sadlythecharacteristicsoflikabilityandtrustworthinessappeartohavenolinktocompanyprofitssuggestingthatwhenitcomestobusinesssuccessbeingwarmandfuzzydoesnotmattermuchthoughthesetraitsarenotharmful. 50
[A]HowevertheproductionofTGiscontrolledbyanenzymethatisinturnencodedbyagenecalledUGT2B17.Thisgenecomesintwovarietiesoneofwhichhasapartmissingandthereforedoesnotworkproperly.ApersonmaythushavenoneoneortwoworkingcopiesofUGT2B17sinceheinheritsonecopyfromeachparent.DrSchulzeguessedthatdifferentnumbersofworkingcopieswouldproducedifferenttestresults.Shethereforegavehealthymalevolunteerswhosegeneshadbeenexaminedasingle360mgshotoftestosteronethestandarddoseforlegitimatemedicaluseandcheckedtheirurinetoseewhethertheshotcouldbedetected. [B]DrSchulzealsosaysthereissubstantialethnicvariationinUGT2B17genotypes.Two-thirdsofAsianshavenofunctionalcopiesofthegenewhichmeanstheyhaveanaturallylowratioofTGtoEGcomparedwithunderatenthofCaucasians--somethingtheanti-dopingbodiesmaywishtotakeintoaccount. [C]ThetestusuallyemployedfortestosteroneabusereliesonmeasuringtheratiooftwochemicalsfoundintheurinetestosteroneglucuronideTGandepitestosteroneglucuronideEG.Theformerisproducedwhentestosteroneisbrokendownwhilethelatterisunrelatedtotestosteronemetabolismandcanthusserveasareferencepointforthetest.AnyratioabovefouroftheformertooneofthelatterisaccordingtoofficialOlympicpolicyconsideredsuspiciousandleadstomoretests. [D]Theresultwasremarkable.NearlyhalfofthemenwhocarriednofunctionalcopiesofUGT2B17wouldhavegoneundetectedinthestandarddopingtest.Bycontrast14%ofthosewithtwofunctionalcopiesofthegenewereoverthedetectionthresholdbeforetheyhadevenreceivedaninjection.Theresearchersestimatethiswouldgiveafalse-positivetestingrateof9%inarandompopulationofyoungmen. [E]Theagencieshavehadremarkablesuccess.Testingforanabolicsteroidsinotherwordsartificialtestosteronewasintroducedinthe1970sandtheincidenceofcheatingseemstohavefallendramaticallyasaresultseechart.Thetestshoweverarenotfoolproof.AndastudyjustpublishedintheJournalofClinicalEndocrinology&MetabolismbyJennyJakobssonSchulzeandhercolleaguesattheKarolinskaInstituteinSwedensuggeststhatanindividual’sgeneticmake-upcouldconfoundthemintwodifferentways.Onegenotypetousethejargonmayallowathleteswhouseanabolicsteroidstoescapedetectionaltogether.Anothermayactuallybeconvictingtheinnocent. [F]Cheatinginsportisasoldassportitself.TheathletesofancientGreeceusedpotionstofortifythemselvesbeforeacontestandtheirmoderncounterpartshaveeverythingfromanabolicsteroidsandgrowthhormonestodosesofextraredbloodcellswithwhichtoinvigoratetheirbodies.ThesedayshoweversuchstimulantsarefrownedonandthoseathletesmustthereforerunthegauntletoforganisationssuchastheWorldAnti-DopingAgencywhichwouldrathertheycompetedwithoutresortingtothem. [G]InthemeantimeDrSchulze’sstudydoesseemtoofferinnocentsawayofdefendingthemselves.AthletestravellingtoBeijingfortheOlympicgameslaterthisyearmaybewisetotravelarmednotonlywithcourageandthe"spiritofOlympianism"butalsowithacopyoftheirgeneticprofilejustincase. Order: 42
InNovembertheEuropeanParliament’scultureandeducationcommitteeisduetomoveforwardonitsproposedaudiovisualmediaservicesdirectivebeforesendingittothefullparliamentinDecember.ThenewrulesupdateandrelaxtheTelevisionWithoutFrontiersdirectiveof1989whichopenedEurope’snationalmarkets.Butcriticscomplainthattheyalsoseektoextendfustyregulationsfromtheeraofbroadcasttelevisiontotoday’sverydifferenttechnologies.Rulesonadvertisingtheprotectionofchildrenandsooncouldpotentiallyalsoapplytoallkindsofvideostreamsincludingvideoblogsonlinegamesandmobile-videoservices.ThiscouldhaveachillingeffectoninnovationandrisksstiflingemergingtechnologieswithrulesdesignedforanotheragesaysChrisMarsdenofRANDEuropeathink-tankthathasanalysedthepotentialimpactoftheproposedrulesforOfcomBritain’smediaandtelecomsregulator.Regulatorshavetobethoughtful.Theycannotpredictthefutureoftelevisionortheinternet—noonecansaysNiklasZennstr.maco-founderofSkypewhoisnowsettingupaninternettelevisionfirm.Theproposedrulesmaybeunrealisticaswellasonerous.Theideathatwebsitescanberegulatedlikebroadcasterswhicharerequiredtokeepstrictrecordsofwhattheyshowinordertohelpwatchdogsinvestigatecomplaintsisuntenable.FirmscouldsimplyrelocateoutsidetheEuropeanUniontoescapethenewrules.LastweekRuthHieronymiamemberofparliamentsaidshewouldintroducewordingthatmighthelptoovercomesomeoftheobjections.Behindthedebateisthequestionofhowbesttobalancecompetitionandprotection.Traditionalbroadcastersworrythattheywillbeshackledbyregulationswhilebriskstart-upscandoastheyplease—sotheyliketheideaofextendingregulationtotheirnewrivals.Buteveniftherulesareapprovedastheystandtheywillnotcomeintoforceuntil2010.Suchalongslowprocessseemsincongruousgiventhepaceoftechnologicalchange.Accordingtothetextthenewrules______.
[A]HowevertheproductionofTGiscontrolledbyanenzymethatisinturnencodedbyagenecalledUGT2B17.Thisgenecomesintwovarietiesoneofwhichhasapartmissingandthereforedoesnotworkproperly.ApersonmaythushavenoneoneortwoworkingcopiesofUGT2B17sinceheinheritsonecopyfromeachparent.DrSchulzeguessedthatdifferentnumbersofworkingcopieswouldproducedifferenttestresults.Shethereforegavehealthymalevolunteerswhosegeneshadbeenexaminedasingle360mgshotoftestosteronethestandarddoseforlegitimatemedicaluseandcheckedtheirurinetoseewhethertheshotcouldbedetected. [B]DrSchulzealsosaysthereissubstantialethnicvariationinUGT2B17genotypes.Two-thirdsofAsianshavenofunctionalcopiesofthegenewhichmeanstheyhaveanaturallylowratioofTGtoEGcomparedwithunderatenthofCaucasians--somethingtheanti-dopingbodiesmaywishtotakeintoaccount. [C]ThetestusuallyemployedfortestosteroneabusereliesonmeasuringtheratiooftwochemicalsfoundintheurinetestosteroneglucuronideTGandepitestosteroneglucuronideEG.Theformerisproducedwhentestosteroneisbrokendownwhilethelatterisunrelatedtotestosteronemetabolismandcanthusserveasareferencepointforthetest.AnyratioabovefouroftheformertooneofthelatterisaccordingtoofficialOlympicpolicyconsideredsuspiciousandleadstomoretests. [D]Theresultwasremarkable.NearlyhalfofthemenwhocarriednofunctionalcopiesofUGT2B17wouldhavegoneundetectedinthestandarddopingtest.Bycontrast14%ofthosewithtwofunctionalcopiesofthegenewereoverthedetectionthresholdbeforetheyhadevenreceivedaninjection.Theresearchersestimatethiswouldgiveafalse-positivetestingrateof9%inarandompopulationofyoungmen. [E]Theagencieshavehadremarkablesuccess.Testingforanabolicsteroidsinotherwordsartificialtestosteronewasintroducedinthe1970sandtheincidenceofcheatingseemstohavefallendramaticallyasaresultseechart.Thetestshoweverarenotfoolproof.AndastudyjustpublishedintheJournalofClinicalEndocrinology&MetabolismbyJennyJakobssonSchulzeandhercolleaguesattheKarolinskaInstituteinSwedensuggeststhatanindividual’sgeneticmake-upcouldconfoundthemintwodifferentways.Onegenotypetousethejargonmayallowathleteswhouseanabolicsteroidstoescapedetectionaltogether.Anothermayactuallybeconvictingtheinnocent. [F]Cheatinginsportisasoldassportitself.TheathletesofancientGreeceusedpotionstofortifythemselvesbeforeacontestandtheirmoderncounterpartshaveeverythingfromanabolicsteroidsandgrowthhormonestodosesofextraredbloodcellswithwhichtoinvigoratetheirbodies.ThesedayshoweversuchstimulantsarefrownedonandthoseathletesmustthereforerunthegauntletoforganisationssuchastheWorldAnti-DopingAgencywhichwouldrathertheycompetedwithoutresortingtothem. [G]InthemeantimeDrSchulze’sstudydoesseemtoofferinnocentsawayofdefendingthemselves.AthletestravellingtoBeijingfortheOlympicgameslaterthisyearmaybewisetotravelarmednotonlywithcourageandthe"spiritofOlympianism"butalsowithacopyoftheirgeneticprofilejustincase. Order: 44
WhowontheWorldCup1994footballgameWhathappenedattheUnitedNationsHowdidthecriticslikethenewplay1aneventtakesplacenewspapersareonthestreets2thedetails.Whereveranythinghappensintheworldreportersareonthespotto3thenews. Newspapershaveonebasic4togetthenewsasquicklyaspossiblefromitssourcefromthosewhomakeittothosewhowantto5it. Radiotelegraphtelevisionand6inventionsbroughtcompetitionfornewspaper.Sodidthedevelopmentofmagazinesandothermeansofcommunication.7thiscompetitionmerelyspurredthenewspaperson.Theyquicklymadeuseofthenewerandfastermeansofcommunicationtoimprovethe8andthustheefficiencyoftheirownoperations.Todaymorenewspapersare9andreadthaneverbefore.Competitionalsolednewspaperstobranchoutintomanyotherfields.Besideskeepingreaders10ofthelatestnewstoday’snewspapers11andinfluencereadersaboutpoliticsandotherimportantandseriousmatters.Newspapersinfluencereaders’economicchoices12advertising.Mostnewspapersdependonadvertisingforvery13. Newspapersaresoldatapricethat14evenasmallfractionofthecostofproduction.Themain15ofincomeformostnewspapersiscommercialadvertising.The16insellingadvertisingdependsonanewspaper’svaluetoadvertisers.This17intermsofcirculation.Howmanypeoplereadthenewspaper Circulationdepends18ontheworkofthecirculationdepartmentandontheservicesorentertainment19inanewspaper’spages.Butforthemostpartcirculationdependsonanewspaper’svaluetoreadersasasourceofinformation20thecommunitycitycountystatenationandworld—andevenouterspace. Readthefollowingtext.Choosethebestwordsforeachnumberedblankandmark[A][B][C]or[D]onANSWERSHEET1.6
InNovembertheEuropeanParliament’scultureandeducationcommitteeisduetomoveforwardonitsproposedaudiovisualmediaservicesdirectivebeforesendingittothefullparliamentinDecember.ThenewrulesupdateandrelaxtheTelevisionWithoutFrontiersdirectiveof1989whichopenedEurope’snationalmarkets.Butcriticscomplainthattheyalsoseektoextendfustyregulationsfromtheeraofbroadcasttelevisiontotoday’sverydifferenttechnologies.Rulesonadvertisingtheprotectionofchildrenandsooncouldpotentiallyalsoapplytoallkindsofvideostreamsincludingvideoblogsonlinegamesandmobile-videoservices.ThiscouldhaveachillingeffectoninnovationandrisksstiflingemergingtechnologieswithrulesdesignedforanotheragesaysChrisMarsdenofRANDEuropeathink-tankthathasanalysedthepotentialimpactoftheproposedrulesforOfcomBritain’smediaandtelecomsregulator.Regulatorshavetobethoughtful.Theycannotpredictthefutureoftelevisionortheinternet—noonecansaysNiklasZennstr.maco-founderofSkypewhoisnowsettingupaninternettelevisionfirm.Theproposedrulesmaybeunrealisticaswellasonerous.Theideathatwebsitescanberegulatedlikebroadcasterswhicharerequiredtokeepstrictrecordsofwhattheyshowinordertohelpwatchdogsinvestigatecomplaintsisuntenable.FirmscouldsimplyrelocateoutsidetheEuropeanUniontoescapethenewrules.LastweekRuthHieronymiamemberofparliamentsaidshewouldintroducewordingthatmighthelptoovercomesomeoftheobjections.Behindthedebateisthequestionofhowbesttobalancecompetitionandprotection.Traditionalbroadcastersworrythattheywillbeshackledbyregulationswhilebriskstart-upscandoastheyplease—sotheyliketheideaofextendingregulationtotheirnewrivals.Buteveniftherulesareapprovedastheystandtheywillnotcomeintoforceuntil2010.Suchalongslowprocessseemsincongruousgiventhepaceoftechnologicalchange.ThewordonerousLine1Paragraph4mostprobablymeans______.
WhowontheWorldCup1994footballgameWhathappenedattheUnitedNationsHowdidthecriticslikethenewplay1aneventtakesplacenewspapersareonthestreets2thedetails.Whereveranythinghappensintheworldreportersareonthespotto3thenews. Newspapershaveonebasic4togetthenewsasquicklyaspossiblefromitssourcefromthosewhomakeittothosewhowantto5it. Radiotelegraphtelevisionand6inventionsbroughtcompetitionfornewspaper.Sodidthedevelopmentofmagazinesandothermeansofcommunication.7thiscompetitionmerelyspurredthenewspaperson.Theyquicklymadeuseofthenewerandfastermeansofcommunicationtoimprovethe8andthustheefficiencyoftheirownoperations.Todaymorenewspapersare9andreadthaneverbefore.Competitionalsolednewspaperstobranchoutintomanyotherfields.Besideskeepingreaders10ofthelatestnewstoday’snewspapers11andinfluencereadersaboutpoliticsandotherimportantandseriousmatters.Newspapersinfluencereaders’economicchoices12advertising.Mostnewspapersdependonadvertisingforvery13. Newspapersaresoldatapricethat14evenasmallfractionofthecostofproduction.Themain15ofincomeformostnewspapersiscommercialadvertising.The16insellingadvertisingdependsonanewspaper’svaluetoadvertisers.This17intermsofcirculation.Howmanypeoplereadthenewspaper Circulationdepends18ontheworkofthecirculationdepartmentandontheservicesorentertainment19inanewspaper’spages.Butforthemostpartcirculationdependsonanewspaper’svaluetoreadersasasourceofinformation20thecommunitycitycountystatenationandworld—andevenouterspace. Readthefollowingtext.Choosethebestwordsforeachnumberedblankandmark[A][B][C]or[D]onANSWERSHEET1.12
Peopledon’twanttobuyinformationonline.WhyBecausetheydon’thaveto.Nomorethanthatbecausethey’reusedtonotpayingforit.That’stheconventionalwisdom.SlateMicrosoft’sonlinepolitics-and-culturemagazineisanoft-citedexampleofthefailedattemptstochargeafeeforaccesstocontent.Sofarformostpublishersithasn’tworked.ButnothingontheWebisadonedeal.InSeptembergraphics-soft-warepowerhouseAdobeannouncednewapplicationsthatintegratecommerceintodownloadingbooksandarticlesonlinewithSimon&SchusterBarnesandNobleandSalon.cornamongitshigh-profilepartners.Someanalystsputthemarketfordigitizedpublishingatmorethan$100billion.OfcourseiftheInternetcangeneratethatkindofmoney—somemightsayalmostanykindofmoney—peoplewantin.Andthiscouldn’tcomeatabettertime.Newspaperandmagazinewritersinparticularareincreasinglyfrustratedbytheirpublisherswhichposttheirwritingsonlinebutfrequentlydon’tpaythemextra.Sohere’sthegoodnews:Fathrain.comthethirdbiggestbook-sellerontheNet—afterAmazon.comandBarnesandnoble.corn—isnowdoingjustwhatthepublishingindustrythatmadeitasuccessfears.it’sofferingasecurewaytopayfordownloadablemanuscriptsonline.FatbraincallsitoffshooteMatter.Withitthecompany’sexecutiveshavetheradicalnotionofoustingpublishersfromthebook-sellingbusinessaltogetherbygivingwriters50%ofeachandeverysaleToreelinauthorseMatterisrunninga100%royaltypromotionuntiltheendoftheyear.Suggestedpricestoconsumersrangefromaminimum$2to$20dependingonthesizeofthebooktodownload.Thiswillchangepublishingforever!ChrisMaeAskillco-founderandchiefexecutiveofFatbraindeclareswiththebravadoofaninteriordecorator.WitheBayanybodycouldsellantiques.Nowanybodycanbepublished.There’sbeennoshortageofauthorswantingin.Withinafewweeksaccordingtothecompanysome2000writerssignedontopublishtheirworks.Someofthisistechnicalstuff—Fatbraingotwhereitisbyspecializingintechnicalbooks—buttherearesomewell-knownwriterslikeCatherineLaniganauthorofRomancingtheStonewhohasputherout-of-printbooksandanewnovellaonthesite.AnotherpopulardrawisRichardBachwhoagreedtoposta23-pageshortstorytothesite.NoteveryonethinksdownloadabledocumentsarethebiggestthinginpublishingsinceOprah’sBookClub.IthinkitwillappealtosellersmorethanbuyerssaysMichaelMayadigitalcommerceanalystatJupiterCommunicationswhichreleasedareportthatcastdoubtonthemarket’spotential.Alotofpeoplearegoingtopublishgibberish.Thechallengeistoensurethequalityofthework.BlaineMathieuananalystatGartnerGroup’sDataquestsaysMostpeoplewhowantdigitalcontentwantitimmediatelyIdon’tknowifthismodelwouldsatisfytheirimmediateneed.EvenauthorsmaynotfindthatWebdistributionoftheirworksisgoingtobringthemapotofgold.Foronethingitcouldunderminesalesratherthanenhancethem.Foranotheranybodycoulde-maildownloadedcopiesofmanuscriptsaroundtownoraroundtheworldovertheNetwithoutthewriter’severseeingaproverbialdime.Softlock.comAuthenticaandFatbrainaretryingtoheadthisproblemoffbydevelopingencryptionpadlocksthatwouldallowonlyoneharddrivetoreceiveandprintthemanuscripts.Fornowtheproblempersists.Whichofthefollowingcanserveasanappropriatetitleforthepassage
WhowontheWorldCup1994footballgameWhathappenedattheUnitedNationsHowdidthecriticslikethenewplay1aneventtakesplacenewspapersareonthestreets2thedetails.Whereveranythinghappensintheworldreportersareonthespotto3thenews. Newspapershaveonebasic4togetthenewsasquicklyaspossiblefromitssourcefromthosewhomakeittothosewhowantto5it. Radiotelegraphtelevisionand6inventionsbroughtcompetitionfornewspaper.Sodidthedevelopmentofmagazinesandothermeansofcommunication.7thiscompetitionmerelyspurredthenewspaperson.Theyquicklymadeuseofthenewerandfastermeansofcommunicationtoimprovethe8andthustheefficiencyoftheirownoperations.Todaymorenewspapersare9andreadthaneverbefore.Competitionalsolednewspaperstobranchoutintomanyotherfields.Besideskeepingreaders10ofthelatestnewstoday’snewspapers11andinfluencereadersaboutpoliticsandotherimportantandseriousmatters.Newspapersinfluencereaders’economicchoices12advertising.Mostnewspapersdependonadvertisingforvery13. Newspapersaresoldatapricethat14evenasmallfractionofthecostofproduction.Themain15ofincomeformostnewspapersiscommercialadvertising.The16insellingadvertisingdependsonanewspaper’svaluetoadvertisers.This17intermsofcirculation.Howmanypeoplereadthenewspaper Circulationdepends18ontheworkofthecirculationdepartmentandontheservicesorentertainment19inanewspaper’spages.Butforthemostpartcirculationdependsonanewspaper’svaluetoreadersasasourceofinformation20thecommunitycitycountystatenationandworld—andevenouterspace. Readthefollowingtext.Choosethebestwordsforeachnumberedblankandmark[A][B][C]or[D]onANSWERSHEET1.10
AcoupleofyearsagoagroupofmanagementscholarsfromYaleandtheUniversityofPittsburghtriedtodiscoveriftherewasalinkbetweenacompany’ssuccessandthepersonalityofitsboss.46Toworkoutwhatthatpersonalitywastheyaskedseniormanagerstoscoretheirbossesforsuchtraitsasanabilitytocommunicateanexcitingvisionofthefutureortostandasagoodmodelforotherstofollow.Whenthedatawereanalyzedtheresearchersfoundnoevidenceofaconnectionbetweenhowwellafirmwasdoingandwhatitsbosswaslike.Asfarastheycouldtellacompanycouldnotbejudgedbyitschiefexecutiveanybetterthanabookcouldbejudgedbyitscover. 47AfewyearsbeforethishoweverateamofpsychologistsfromTuftsUniversityledbyNaliniAmbadydiscoveredthatwhenpeoplewatchedtwo-second-longfilm-clipsofprofessorslecturingtheywereprettygoodatdetermininghowableateachereachprofessoractuallywas. NowDrAmbadyandhercolleagueNicholasRulehavetakenthingsastepfurther.48Theyhaveshownthatevenastillphotographcanconveyalotofinformationaboutcompetence—andthatitcandosoinawaywhichsuggeststheassessmentsofallthoseseniormanagerswerenonsense. DrAmbadyandMr.Ruleshowed100undergraduatesthefacesofthechiefexecutivesofthetop25andthebottom25companiesintheFortune1000list.Halfthestudentswereaskedhowgoodtheythoughtthepersontheywerelookingatwouldbeatleadingacompanyandhalfwereaskedtoratefivepersonalitytraitsonthebasisofthephotograph.49Thesetraitswerecompetencedominancelikabilityfacialmaturityinotherwordsdidtheindividualhaveanadult-lookingfaceorababy-faceandtrustworthiness. AndDrAmbadyandMr.Ruleweresurprisedbyjusthowaccuratethestudents’observationswere.TheresultsoftheirstudywhichareabouttobepublishedinPsychologicalScienceshowthatboththestudents’assessmentsoftheleadershippotentialofthebossesandtheirratingsforthetraitsofcompetencedominanceandfacialmaturityweresignificantlyrelatedtoacompany’sprofits. 50Sadlythecharacteristicsoflikabilityandtrustworthinessappeartohavenolinktocompanyprofitssuggestingthatwhenitcomestobusinesssuccessbeingwarmandfuzzydoesnotmattermuchthoughthesetraitsarenotharmful. 48
Credibilityaboutmessagesishighbecausetheyarereportedinindependentmedia.Anewspaperreviewofamoviehasmorebelievabilitythananadinthesamepaperbecausethereaderassociatesindependencewithobjectivity.Similarlypeoplearemorelikelytopayattentiontonewsreportsthanads.Readersspendtimereadingthestoriesbuttheyflipthroughtheads.Furthermoretheremaybe10commercialsduringahalf-hourtelevisionprogramorhundredsofadsinamagazine.Featurestoriesaremuchfewerinnumberandstandoutclearly.Publicityalsohassomesignificantlimitations.Afirmhaslittlecontrolovermessagestheirtimingtheirplacementortheircoveragebyagivenmedium.Itmayissuedetailednewsreleasesandfindonlyportionscitedbythemedia;andmediahavetheabilitytobemuchmorecriticalthanacompanywouldlike.Forexamplein1982Proctrer&Gamblefacedasubstantialpublicityproblemoverthemeaningofits123-year-oldcompanylogo.Afewministersandotherprivatecitizensbelievedthatthesymbolwassacrilegious.Thesebeliefswerecoveredextensivelybythemediaandresultedinthefirmreceiving15000phonecallsabouttherumorinJunealone.TocombatthisnegativepublicitythefirmissuednewsreleasesfeaturingprominentclergythatrefutedtherumorsthreatenedtosuethosepeoplespreadingthestoriesandhadaspokespersonappearonGoodMorningAmerica.Themediacooperatedwiththecompanyandthefalserumorweretemporarilyputtorest.Howeverin1985negativepublicitybecamesodisruptivethatProcter&Gambledecidedtoremovethelogofromitsproducts.Afirmmaywantpublicityduringcertainperiodssuchaswhenanewproductisintroducedornewstoreopenedbutthemediamaynotcovertheintroductionoropeninguntilafterthetimeitwouldaidthefirm.Similarlymediadeterminetheplacementofastory;itmayfollowareportoncrimeorsports.Finallythemediaascertainwhethertocoverastoryatallandtheamountofcoveragetobedevotedtoit.Acompany-sponsoredjobsprogrammightgounreportedorreceivethree-sentencecoverageinalocalnewspaper.TheexampleinParagraph3isintendedtodemonstrate______.
Studythefollowingdrawingcarefullyandwriteanessayinwhichyoushould 1describethepicturebriefly 2interpretthesocialphenomenonreflectedbyitand 3giveyourcommentsonthisphenomenon.
JimBoonisahybridkindofguy.HedrivesaToyotahybridtoworkaHondahybridonweekendsandasamanagerforSeattlepublictransitherecentlyplacedtheworld’slargestorderforhybridelectricbuses.Nowwiththebiggesthybrid-busfleetintheworldSeattlehasbecomethemaintestinggroundforatechnologythatclaimsitcandrasticallycutairpollutionandfuelconsumption.Inthe1990sdemofleetsof35busesorfewerstartedcroppingupincitiessuchasTempeAriz.SixteenoftheseearlyhybridsstillserviceGenoaItalywheredriversswitchfromdieseltoelectricpowerwhenpassingthecity’sdowntownarchitecturaltreasures.ButnocityhasgoneasfarasSeattlewhichlastyearbought235GMhybridbusesat$645000apop.WhenthefinalonerollsoutthisDecembertheregion’sbussystemwillbe15percenthybrid.ButwhySeattleandwhynowThePacificNorthwesthaslongbeenahotbedofbothGreenpoliticsandcutting-edgetechnology.FourteenyearsagotheSeattleareabought236Italian-madeBredabusestoserviceamile-longdowntowntunnel.TheyweresupposedtooperateascleanelectrictrolleysundergroundbuttheswitchingmechanismoftenfailedandthebusdrovethroughthetunnelasadieselsaysBoon.Itwasprettyloudandsmoky.WhentheBredashitretirementagein2002Boonwentshopping.HechosetheGMbusesbecausetheyuseanautomatictransmissionanddieselboostersthatprovidepowertoscaleinclineswithoutstrain.InhillySeattletheprospectofahybridthatcouldclimblikeadieselbutacceleratewithoutbelchingblackfumeshelpedjustifyaprice$200000higherthanthatofaregularbus.ThedaysofseeingadieselpullawayandpouroutsmokeareoversaysBoon.AfterwedrovethesehybridbusesacrossthecountryIwipedahandkerchiefinsidethetailpipe.Itcameoutspotless.Expertssaybusesarecriticaltorealizingthehybriddreamofgreaterefficiencyandcleanerair.Itwouldtakethousandsofhybridcarstosaveasmanygallonsofgas750000asBoonexpectshisbusestosaveSeattleeachyear.GMclaimsthatcomparedwithconventionaldieselsitsnewbusesalsochurnout90percentlessparticulatematter—aknowncarcinogen.BusesareamajorsourceofpollutioninanycitysaysDaveKircherofthePugetSoundCleanAirAgency.Theyoperatewherepeoplearebreathingthisexhaustsothisisamajorstepforwardintermsofemissions.Andamajorstepforwardinthemarketplace:PhiladelphiaHonoluluLongBeachCalif.andAlbuquerqueN.M.haveallboughttheGMbusesinrecentmonths.GMisnowtoutingitselfinadsasthetophybrid-businnovatorbutSiemensisamongtheglobalgiantsduelingGMfornewbusinessandNewYorkplanstodeploy325BAESystemshybridsby2006.There’sroomforcompetitionsaysJamesCannoneditorofHybridVehiclesnewsletter.SeemsSeattleisn’ttheonlycitytryingtoleavegrungebehind.HowdoesGenoaprotectitsarchitecturaltreasures
Hippiesweremembersofayouthmovementofthe1960’sand1970’sthatstartedintheUnitedStatesandspreadtoCanadaGreatBritainandmanyothercountries.Thehippiesrejectedthecustomstraditionsandlifestylesofsocietyandtriedtodevelopthoseoftheirown.Mosthippiescamefromwhitemiddle-classfamiliesandrangedinagefrom15to25yearsold.Theythoughttoomanyadultscaredaboutmakingmoneyandlittleelse.Thetermhippiemaycomefromthewordhipwhichmeansturned-inoraware.Hippieswantedaworldbasedonloveofhumanityandpeace.Manybelievedthatwonderfulmagicalchangeswereabouttotakeplace.Theythoughtthesechangeswouldhappenassoonaspeoplelearnedtoexpresstheirfeelingshonestlyandtobehavenaturallyatalltimes.HippiesstronglyopposedU.S.involvementintheVietnamWar.Manyhippieslivedtogetherinsmallgroupsworkingwithoneanotherandsharingpossessions.Othersrefusedtobetieddowntoafixedjoborhome.Theywanderedfromplacetoplaceseekingpart-timeworkandtemporaryshelter.Somebeggedforsparechangeandlivedinthestreetsorcampedinparksorotherpubliclands.Hippiesweresometimescalledflowerchildrenbecausetheygavepeopleflowerstocommunicategentlenessandlove.Theylettheirhairgrowlongandwalkedbarefootorinsandals.Hippiesattractedpublicattentionbywearingclothingthatfeaturedunusualcombinationsofcolorsandtextures.AlargenumberofhippiesusedmarijuanaLSDandotherdrugs.Drugexperiencesshapedmanyoftheirsymbolsandideas.TheBeatlesapopularEnglishrockgrouphelpedspreadthehippiemovementwiththeirsong.HippiefavoritesincludedsuchotherrockgroupsastheGratefulDeadandtheJeffersonAirplanesingersJoanBaezandBobDylanpoetAllenGinsbergandnovelistKenKesey.ManyhippiesadmiredTimothyLearyapsychologistwhopreachedsalvationthroughtheuseofdrugs.Intimemosthippiesrealizeditwasnoteasytoreformsocietybydropping’outofit.Somejoinedmoreorganizedpoliticalmovementstoworkforspecificsocialcauses.Othersturnedtospiritualityorreligion.Themajoritysimplyleftthehippiestageoftheirlivesbehindwhiletryingtoholdontoatleastafewoftheidealsthatonceinspiredthem.Fromthelastparagraphweknowthatthehippiemovementfinallydeclinedbecause______.
Hippiesweremembersofayouthmovementofthe1960’sand1970’sthatstartedintheUnitedStatesandspreadtoCanadaGreatBritainandmanyothercountries.Thehippiesrejectedthecustomstraditionsandlifestylesofsocietyandtriedtodevelopthoseoftheirown.Mosthippiescamefromwhitemiddle-classfamiliesandrangedinagefrom15to25yearsold.Theythoughttoomanyadultscaredaboutmakingmoneyandlittleelse.Thetermhippiemaycomefromthewordhipwhichmeansturned-inoraware.Hippieswantedaworldbasedonloveofhumanityandpeace.Manybelievedthatwonderfulmagicalchangeswereabouttotakeplace.Theythoughtthesechangeswouldhappenassoonaspeoplelearnedtoexpresstheirfeelingshonestlyandtobehavenaturallyatalltimes.HippiesstronglyopposedU.S.involvementintheVietnamWar.Manyhippieslivedtogetherinsmallgroupsworkingwithoneanotherandsharingpossessions.Othersrefusedtobetieddowntoafixedjoborhome.Theywanderedfromplacetoplaceseekingpart-timeworkandtemporaryshelter.Somebeggedforsparechangeandlivedinthestreetsorcampedinparksorotherpubliclands.Hippiesweresometimescalledflowerchildrenbecausetheygavepeopleflowerstocommunicategentlenessandlove.Theylettheirhairgrowlongandwalkedbarefootorinsandals.Hippiesattractedpublicattentionbywearingclothingthatfeaturedunusualcombinationsofcolorsandtextures.AlargenumberofhippiesusedmarijuanaLSDandotherdrugs.Drugexperiencesshapedmanyoftheirsymbolsandideas.TheBeatlesapopularEnglishrockgrouphelpedspreadthehippiemovementwiththeirsong.HippiefavoritesincludedsuchotherrockgroupsastheGratefulDeadandtheJeffersonAirplanesingersJoanBaezandBobDylanpoetAllenGinsbergandnovelistKenKesey.ManyhippiesadmiredTimothyLearyapsychologistwhopreachedsalvationthroughtheuseofdrugs.Intimemosthippiesrealizeditwasnoteasytoreformsocietybydropping’outofit.Somejoinedmoreorganizedpoliticalmovementstoworkforspecificsocialcauses.Othersturnedtospiritualityorreligion.Themajoritysimplyleftthehippiestageoftheirlivesbehindwhiletryingtoholdontoatleastafewoftheidealsthatonceinspiredthem.Hippiesgaveflowerstopeoplebecausethey______.
WhowontheWorldCup1994footballgameWhathappenedattheUnitedNationsHowdidthecriticslikethenewplay1aneventtakesplacenewspapersareonthestreets2thedetails.Whereveranythinghappensintheworldreportersareonthespotto3thenews. Newspapershaveonebasic4togetthenewsasquicklyaspossiblefromitssourcefromthosewhomakeittothosewhowantto5it. Radiotelegraphtelevisionand6inventionsbroughtcompetitionfornewspaper.Sodidthedevelopmentofmagazinesandothermeansofcommunication.7thiscompetitionmerelyspurredthenewspaperson.Theyquicklymadeuseofthenewerandfastermeansofcommunicationtoimprovethe8andthustheefficiencyoftheirownoperations.Todaymorenewspapersare9andreadthaneverbefore.Competitionalsolednewspaperstobranchoutintomanyotherfields.Besideskeepingreaders10ofthelatestnewstoday’snewspapers11andinfluencereadersaboutpoliticsandotherimportantandseriousmatters.Newspapersinfluencereaders’economicchoices12advertising.Mostnewspapersdependonadvertisingforvery13. Newspapersaresoldatapricethat14evenasmallfractionofthecostofproduction.Themain15ofincomeformostnewspapersiscommercialadvertising.The16insellingadvertisingdependsonanewspaper’svaluetoadvertisers.This17intermsofcirculation.Howmanypeoplereadthenewspaper Circulationdepends18ontheworkofthecirculationdepartmentandontheservicesorentertainment19inanewspaper’spages.Butforthemostpartcirculationdependsonanewspaper’svaluetoreadersasasourceofinformation20thecommunitycitycountystatenationandworld—andevenouterspace. Readthefollowingtext.Choosethebestwordsforeachnumberedblankandmark[A][B][C]or[D]onANSWERSHEET1.14
WhowontheWorldCup1994footballgameWhathappenedattheUnitedNationsHowdidthecriticslikethenewplay1aneventtakesplacenewspapersareonthestreets2thedetails.Whereveranythinghappensintheworldreportersareonthespotto3thenews. Newspapershaveonebasic4togetthenewsasquicklyaspossiblefromitssourcefromthosewhomakeittothosewhowantto5it. Radiotelegraphtelevisionand6inventionsbroughtcompetitionfornewspaper.Sodidthedevelopmentofmagazinesandothermeansofcommunication.7thiscompetitionmerelyspurredthenewspaperson.Theyquicklymadeuseofthenewerandfastermeansofcommunicationtoimprovethe8andthustheefficiencyoftheirownoperations.Todaymorenewspapersare9andreadthaneverbefore.Competitionalsolednewspaperstobranchoutintomanyotherfields.Besideskeepingreaders10ofthelatestnewstoday’snewspapers11andinfluencereadersaboutpoliticsandotherimportantandseriousmatters.Newspapersinfluencereaders’economicchoices12advertising.Mostnewspapersdependonadvertisingforvery13. Newspapersaresoldatapricethat14evenasmallfractionofthecostofproduction.Themain15ofincomeformostnewspapersiscommercialadvertising.The16insellingadvertisingdependsonanewspaper’svaluetoadvertisers.This17intermsofcirculation.Howmanypeoplereadthenewspaper Circulationdepends18ontheworkofthecirculationdepartmentandontheservicesorentertainment19inanewspaper’spages.Butforthemostpartcirculationdependsonanewspaper’svaluetoreadersasasourceofinformation20thecommunitycitycountystatenationandworld—andevenouterspace. Readthefollowingtext.Choosethebestwordsforeachnumberedblankandmark[A][B][C]or[D]onANSWERSHEET1.2
WhowontheWorldCup1994footballgameWhathappenedattheUnitedNationsHowdidthecriticslikethenewplay1aneventtakesplacenewspapersareonthestreets2thedetails.Whereveranythinghappensintheworldreportersareonthespotto3thenews. Newspapershaveonebasic4togetthenewsasquicklyaspossiblefromitssourcefromthosewhomakeittothosewhowantto5it. Radiotelegraphtelevisionand6inventionsbroughtcompetitionfornewspaper.Sodidthedevelopmentofmagazinesandothermeansofcommunication.7thiscompetitionmerelyspurredthenewspaperson.Theyquicklymadeuseofthenewerandfastermeansofcommunicationtoimprovethe8andthustheefficiencyoftheirownoperations.Todaymorenewspapersare9andreadthaneverbefore.Competitionalsolednewspaperstobranchoutintomanyotherfields.Besideskeepingreaders10ofthelatestnewstoday’snewspapers11andinfluencereadersaboutpoliticsandotherimportantandseriousmatters.Newspapersinfluencereaders’economicchoices12advertising.Mostnewspapersdependonadvertisingforvery13. Newspapersaresoldatapricethat14evenasmallfractionofthecostofproduction.Themain15ofincomeformostnewspapersiscommercialadvertising.The16insellingadvertisingdependsonanewspaper’svaluetoadvertisers.This17intermsofcirculation.Howmanypeoplereadthenewspaper Circulationdepends18ontheworkofthecirculationdepartmentandontheservicesorentertainment19inanewspaper’spages.Butforthemostpartcirculationdependsonanewspaper’svaluetoreadersasasourceofinformation20thecommunitycitycountystatenationandworld—andevenouterspace. Readthefollowingtext.Choosethebestwordsforeachnumberedblankandmark[A][B][C]or[D]onANSWERSHEET1.8
WhowontheWorldCup1994footballgameWhathappenedattheUnitedNationsHowdidthecriticslikethenewplay1aneventtakesplacenewspapersareonthestreets2thedetails.Whereveranythinghappensintheworldreportersareonthespotto3thenews. Newspapershaveonebasic4togetthenewsasquicklyaspossiblefromitssourcefromthosewhomakeittothosewhowantto5it. Radiotelegraphtelevisionand6inventionsbroughtcompetitionfornewspaper.Sodidthedevelopmentofmagazinesandothermeansofcommunication.7thiscompetitionmerelyspurredthenewspaperson.Theyquicklymadeuseofthenewerandfastermeansofcommunicationtoimprovethe8andthustheefficiencyoftheirownoperations.Todaymorenewspapersare9andreadthaneverbefore.Competitionalsolednewspaperstobranchoutintomanyotherfields.Besideskeepingreaders10ofthelatestnewstoday’snewspapers11andinfluencereadersaboutpoliticsandotherimportantandseriousmatters.Newspapersinfluencereaders’economicchoices12advertising.Mostnewspapersdependonadvertisingforvery13. Newspapersaresoldatapricethat14evenasmallfractionofthecostofproduction.Themain15ofincomeformostnewspapersiscommercialadvertising.The16insellingadvertisingdependsonanewspaper’svaluetoadvertisers.This17intermsofcirculation.Howmanypeoplereadthenewspaper Circulationdepends18ontheworkofthecirculationdepartmentandontheservicesorentertainment19inanewspaper’spages.Butforthemostpartcirculationdependsonanewspaper’svaluetoreadersasasourceofinformation20thecommunitycitycountystatenationandworld—andevenouterspace. Readthefollowingtext.Choosethebestwordsforeachnumberedblankandmark[A][B][C]or[D]onANSWERSHEET1.20
Credibilityaboutmessagesishighbecausetheyarereportedinindependentmedia.Anewspaperreviewofamoviehasmorebelievabilitythananadinthesamepaperbecausethereaderassociatesindependencewithobjectivity.Similarlypeoplearemorelikelytopayattentiontonewsreportsthanads.Readersspendtimereadingthestoriesbuttheyflipthroughtheads.Furthermoretheremaybe10commercialsduringahalf-hourtelevisionprogramorhundredsofadsinamagazine.Featurestoriesaremuchfewerinnumberandstandoutclearly.Publicityalsohassomesignificantlimitations.Afirmhaslittlecontrolovermessagestheirtimingtheirplacementortheircoveragebyagivenmedium.Itmayissuedetailednewsreleasesandfindonlyportionscitedbythemedia;andmediahavetheabilitytobemuchmorecriticalthanacompanywouldlike.Forexamplein1982Proctrer&Gamblefacedasubstantialpublicityproblemoverthemeaningofits123-year-oldcompanylogo.Afewministersandotherprivatecitizensbelievedthatthesymbolwassacrilegious.Thesebeliefswerecoveredextensivelybythemediaandresultedinthefirmreceiving15000phonecallsabouttherumorinJunealone.TocombatthisnegativepublicitythefirmissuednewsreleasesfeaturingprominentclergythatrefutedtherumorsthreatenedtosuethosepeoplespreadingthestoriesandhadaspokespersonappearonGoodMorningAmerica.Themediacooperatedwiththecompanyandthefalserumorweretemporarilyputtorest.Howeverin1985negativepublicitybecamesodisruptivethatProcter&Gambledecidedtoremovethelogofromitsproducts.Afirmmaywantpublicityduringcertainperiodssuchaswhenanewproductisintroducedornewstoreopenedbutthemediamaynotcovertheintroductionoropeninguntilafterthetimeitwouldaidthefirm.Similarlymediadeterminetheplacementofastory;itmayfollowareportoncrimeorsports.Finallythemediaascertainwhethertocoverastoryatallandtheamountofcoveragetobedevotedtoit.Acompany-sponsoredjobsprogrammightgounreportedorreceivethree-sentencecoverageinalocalnewspaper.Thepassageimpliesthat______.
WhowontheWorldCup1994footballgameWhathappenedattheUnitedNationsHowdidthecriticslikethenewplay1aneventtakesplacenewspapersareonthestreets2thedetails.Whereveranythinghappensintheworldreportersareonthespotto3thenews. Newspapershaveonebasic4togetthenewsasquicklyaspossiblefromitssourcefromthosewhomakeittothosewhowantto5it. Radiotelegraphtelevisionand6inventionsbroughtcompetitionfornewspaper.Sodidthedevelopmentofmagazinesandothermeansofcommunication.7thiscompetitionmerelyspurredthenewspaperson.Theyquicklymadeuseofthenewerandfastermeansofcommunicationtoimprovethe8andthustheefficiencyoftheirownoperations.Todaymorenewspapersare9andreadthaneverbefore.Competitionalsolednewspaperstobranchoutintomanyotherfields.Besideskeepingreaders10ofthelatestnewstoday’snewspapers11andinfluencereadersaboutpoliticsandotherimportantandseriousmatters.Newspapersinfluencereaders’economicchoices12advertising.Mostnewspapersdependonadvertisingforvery13. Newspapersaresoldatapricethat14evenasmallfractionofthecostofproduction.Themain15ofincomeformostnewspapersiscommercialadvertising.The16insellingadvertisingdependsonanewspaper’svaluetoadvertisers.This17intermsofcirculation.Howmanypeoplereadthenewspaper Circulationdepends18ontheworkofthecirculationdepartmentandontheservicesorentertainment19inanewspaper’spages.Butforthemostpartcirculationdependsonanewspaper’svaluetoreadersasasourceofinformation20thecommunitycitycountystatenationandworld—andevenouterspace. Readthefollowingtext.Choosethebestwordsforeachnumberedblankandmark[A][B][C]or[D]onANSWERSHEET1.16
Peopledon’twanttobuyinformationonline.WhyBecausetheydon’thaveto.Nomorethanthatbecausethey’reusedtonotpayingforit.That’stheconventionalwisdom.SlateMicrosoft’sonlinepolitics-and-culturemagazineisanoft-citedexampleofthefailedattemptstochargeafeeforaccesstocontent.Sofarformostpublishersithasn’tworked.ButnothingontheWebisadonedeal.InSeptembergraphics-soft-warepowerhouseAdobeannouncednewapplicationsthatintegratecommerceintodownloadingbooksandarticlesonlinewithSimon&SchusterBarnesandNobleandSalon.cornamongitshigh-profilepartners.Someanalystsputthemarketfordigitizedpublishingatmorethan$100billion.OfcourseiftheInternetcangeneratethatkindofmoney—somemightsayalmostanykindofmoney—peoplewantin.Andthiscouldn’tcomeatabettertime.Newspaperandmagazinewritersinparticularareincreasinglyfrustratedbytheirpublisherswhichposttheirwritingsonlinebutfrequentlydon’tpaythemextra.Sohere’sthegoodnews:Fathrain.comthethirdbiggestbook-sellerontheNet—afterAmazon.comandBarnesandnoble.corn—isnowdoingjustwhatthepublishingindustrythatmadeitasuccessfears.it’sofferingasecurewaytopayfordownloadablemanuscriptsonline.FatbraincallsitoffshooteMatter.Withitthecompany’sexecutiveshavetheradicalnotionofoustingpublishersfromthebook-sellingbusinessaltogetherbygivingwriters50%ofeachandeverysaleToreelinauthorseMatterisrunninga100%royaltypromotionuntiltheendoftheyear.Suggestedpricestoconsumersrangefromaminimum$2to$20dependingonthesizeofthebooktodownload.Thiswillchangepublishingforever!ChrisMaeAskillco-founderandchiefexecutiveofFatbraindeclareswiththebravadoofaninteriordecorator.WitheBayanybodycouldsellantiques.Nowanybodycanbepublished.There’sbeennoshortageofauthorswantingin.Withinafewweeksaccordingtothecompanysome2000writerssignedontopublishtheirworks.Someofthisistechnicalstuff—Fatbraingotwhereitisbyspecializingintechnicalbooks—buttherearesomewell-knownwriterslikeCatherineLaniganauthorofRomancingtheStonewhohasputherout-of-printbooksandanewnovellaonthesite.AnotherpopulardrawisRichardBachwhoagreedtoposta23-pageshortstorytothesite.NoteveryonethinksdownloadabledocumentsarethebiggestthinginpublishingsinceOprah’sBookClub.IthinkitwillappealtosellersmorethanbuyerssaysMichaelMayadigitalcommerceanalystatJupiterCommunicationswhichreleasedareportthatcastdoubtonthemarket’spotential.Alotofpeoplearegoingtopublishgibberish.Thechallengeistoensurethequalityofthework.BlaineMathieuananalystatGartnerGroup’sDataquestsaysMostpeoplewhowantdigitalcontentwantitimmediatelyIdon’tknowifthismodelwouldsatisfytheirimmediateneed.EvenauthorsmaynotfindthatWebdistributionoftheirworksisgoingtobringthemapotofgold.Foronethingitcouldunderminesalesratherthanenhancethem.Foranotheranybodycoulde-maildownloadedcopiesofmanuscriptsaroundtownoraroundtheworldovertheNetwithoutthewriter’severseeingaproverbialdime.Softlock.comAuthenticaandFatbrainaretryingtoheadthisproblemoffbydevelopingencryptionpadlocksthatwouldallowonlyoneharddrivetoreceiveandprintthemanuscripts.Fornowtheproblempersists.WhichofthefollowingisNOTareasonforsomepeople’sbeliefthate-publisherswillnotsucceed
JimBoonisahybridkindofguy.HedrivesaToyotahybridtoworkaHondahybridonweekendsandasamanagerforSeattlepublictransitherecentlyplacedtheworld’slargestorderforhybridelectricbuses.Nowwiththebiggesthybrid-busfleetintheworldSeattlehasbecomethemaintestinggroundforatechnologythatclaimsitcandrasticallycutairpollutionandfuelconsumption.Inthe1990sdemofleetsof35busesorfewerstartedcroppingupincitiessuchasTempeAriz.SixteenoftheseearlyhybridsstillserviceGenoaItalywheredriversswitchfromdieseltoelectricpowerwhenpassingthecity’sdowntownarchitecturaltreasures.ButnocityhasgoneasfarasSeattlewhichlastyearbought235GMhybridbusesat$645000apop.WhenthefinalonerollsoutthisDecembertheregion’sbussystemwillbe15percenthybrid.ButwhySeattleandwhynowThePacificNorthwesthaslongbeenahotbedofbothGreenpoliticsandcutting-edgetechnology.FourteenyearsagotheSeattleareabought236Italian-madeBredabusestoserviceamile-longdowntowntunnel.TheyweresupposedtooperateascleanelectrictrolleysundergroundbuttheswitchingmechanismoftenfailedandthebusdrovethroughthetunnelasadieselsaysBoon.Itwasprettyloudandsmoky.WhentheBredashitretirementagein2002Boonwentshopping.HechosetheGMbusesbecausetheyuseanautomatictransmissionanddieselboostersthatprovidepowertoscaleinclineswithoutstrain.InhillySeattletheprospectofahybridthatcouldclimblikeadieselbutacceleratewithoutbelchingblackfumeshelpedjustifyaprice$200000higherthanthatofaregularbus.ThedaysofseeingadieselpullawayandpouroutsmokeareoversaysBoon.AfterwedrovethesehybridbusesacrossthecountryIwipedahandkerchiefinsidethetailpipe.Itcameoutspotless.Expertssaybusesarecriticaltorealizingthehybriddreamofgreaterefficiencyandcleanerair.Itwouldtakethousandsofhybridcarstosaveasmanygallonsofgas750000asBoonexpectshisbusestosaveSeattleeachyear.GMclaimsthatcomparedwithconventionaldieselsitsnewbusesalsochurnout90percentlessparticulatematter—aknowncarcinogen.BusesareamajorsourceofpollutioninanycitysaysDaveKircherofthePugetSoundCleanAirAgency.Theyoperatewherepeoplearebreathingthisexhaustsothisisamajorstepforwardintermsofemissions.Andamajorstepforwardinthemarketplace:PhiladelphiaHonoluluLongBeachCalif.andAlbuquerqueN.M.haveallboughttheGMbusesinrecentmonths.GMisnowtoutingitselfinadsasthetophybrid-businnovatorbutSiemensisamongtheglobalgiantsduelingGMfornewbusinessandNewYorkplanstodeploy325BAESystemshybridsby2006.There’sroomforcompetitionsaysJamesCannoneditorofHybridVehiclesnewsletter.SeemsSeattleisn’ttheonlycitytryingtoleavegrungebehind.Whichofthefollowingistrueaccordingtothetext
WhowontheWorldCup1994footballgameWhathappenedattheUnitedNationsHowdidthecriticslikethenewplay1aneventtakesplacenewspapersareonthestreets2thedetails.Whereveranythinghappensintheworldreportersareonthespotto3thenews. Newspapershaveonebasic4togetthenewsasquicklyaspossiblefromitssourcefromthosewhomakeittothosewhowantto5it. Radiotelegraphtelevisionand6inventionsbroughtcompetitionfornewspaper.Sodidthedevelopmentofmagazinesandothermeansofcommunication.7thiscompetitionmerelyspurredthenewspaperson.Theyquicklymadeuseofthenewerandfastermeansofcommunicationtoimprovethe8andthustheefficiencyoftheirownoperations.Todaymorenewspapersare9andreadthaneverbefore.Competitionalsolednewspaperstobranchoutintomanyotherfields.Besideskeepingreaders10ofthelatestnewstoday’snewspapers11andinfluencereadersaboutpoliticsandotherimportantandseriousmatters.Newspapersinfluencereaders’economicchoices12advertising.Mostnewspapersdependonadvertisingforvery13. Newspapersaresoldatapricethat14evenasmallfractionofthecostofproduction.Themain15ofincomeformostnewspapersiscommercialadvertising.The16insellingadvertisingdependsonanewspaper’svaluetoadvertisers.This17intermsofcirculation.Howmanypeoplereadthenewspaper Circulationdepends18ontheworkofthecirculationdepartmentandontheservicesorentertainment19inanewspaper’spages.Butforthemostpartcirculationdependsonanewspaper’svaluetoreadersasasourceofinformation20thecommunitycitycountystatenationandworld—andevenouterspace. Readthefollowingtext.Choosethebestwordsforeachnumberedblankandmark[A][B][C]or[D]onANSWERSHEET1.18
Credibilityaboutmessagesishighbecausetheyarereportedinindependentmedia.Anewspaperreviewofamoviehasmorebelievabilitythananadinthesamepaperbecausethereaderassociatesindependencewithobjectivity.Similarlypeoplearemorelikelytopayattentiontonewsreportsthanads.Readersspendtimereadingthestoriesbuttheyflipthroughtheads.Furthermoretheremaybe10commercialsduringahalf-hourtelevisionprogramorhundredsofadsinamagazine.Featurestoriesaremuchfewerinnumberandstandoutclearly.Publicityalsohassomesignificantlimitations.Afirmhaslittlecontrolovermessagestheirtimingtheirplacementortheircoveragebyagivenmedium.Itmayissuedetailednewsreleasesandfindonlyportionscitedbythemedia;andmediahavetheabilitytobemuchmorecriticalthanacompanywouldlike.Forexamplein1982Proctrer&Gamblefacedasubstantialpublicityproblemoverthemeaningofits123-year-oldcompanylogo.Afewministersandotherprivatecitizensbelievedthatthesymbolwassacrilegious.Thesebeliefswerecoveredextensivelybythemediaandresultedinthefirmreceiving15000phonecallsabouttherumorinJunealone.TocombatthisnegativepublicitythefirmissuednewsreleasesfeaturingprominentclergythatrefutedtherumorsthreatenedtosuethosepeoplespreadingthestoriesandhadaspokespersonappearonGoodMorningAmerica.Themediacooperatedwiththecompanyandthefalserumorweretemporarilyputtorest.Howeverin1985negativepublicitybecamesodisruptivethatProcter&Gambledecidedtoremovethelogofromitsproducts.Afirmmaywantpublicityduringcertainperiodssuchaswhenanewproductisintroducedornewstoreopenedbutthemediamaynotcovertheintroductionoropeninguntilafterthetimeitwouldaidthefirm.Similarlymediadeterminetheplacementofastory;itmayfollowareportoncrimeorsports.Finallythemediaascertainwhethertocoverastoryatallandtheamountofcoveragetobedevotedtoit.Acompany-sponsoredjobsprogrammightgounreportedorreceivethree-sentencecoverageinalocalnewspaper.TheauthormentionsallofthefollowingadvantagesofpublicityEXCEPT______.
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