Tijoriy maqsadlarda foydalanish (sotish, ko‗paytirish, tarqatish) taqiqlanadi.
12
PART 2
Answer the questions 11-20 on the following texts.
Experts have been predicting the death of newspapers for over 50 years. Television
was supposed to kill them off, and it did have some small effect. The sales of some
papers began to decline from the middle 1950s, when commercial television
started, and a few went out of business. But other papers prospered and new ones
were launched, some thriving so much that they sold several million copies a day.
So, those who thought television would finish off the Press were wrong. It is
difficult, though, to be so sure the same will be true of the Internet.
Almost every
daily and Sunday national newspaper in this country is selling fewer copies than it
was five years ago. In some cases, the decline has been dramatic.
The Internet, of course, is not the only factor. The natural markets for some papers,
those aimed at industrial
workers for instance, was already shrinking in the late
20th century. What has been happening since then is that the Internet has further
reduced the circulation of those papers that were already struggling, and it has hurt
even the healthy ones.
The consequence has been a general attempt to make big
savings by cutting costs wherever possible.
A disaster, then? Some people argue that the decline in readership of newspapers
does not matter because many of us, and perhaps a majority of those under 30, are
reading them online. All national newspapers are reporting greatly
increased web
traffic, and some claim to have between 25 and 30 million ‗unique users‘ a month,
many of this age group.
So, if one adds all the readers of newspapers on the
Internet to those who prefer a newsprint version, there may be as many, if not
more, people looking at the national Press as there were ten or 15 years ago.
There will, they say, still be lots of publications offering
a wide variety of views
and articles, as well as plenty of opportunities for writers. Indeed, one of the
world‘s most successful media bosses recently predicted that newspapers would
reach new heights in the 21
st
century. He added that
the form of delivery may
change, but the potential audience would multiply many times over.
This sounds sensible, and I hope it is right, but I find it difficult to be quite so
optimistic. The problem is that no one has yet figured
out a way to make much
money out of the Internet. A regular reader of an online version of a newspaper is
worth 10p a month to the publisher. Someone who buys his paper at the
newsagent‘s every day, however, generates 30 or 40 times as much income as that.
Also, the hard copy that he reads attracts much more advertising than the Internet
version.
Most newspapers obtain over half their income from copies sold. And, so far at
least, advertising rates on the Internet are comparatively low for newspapers. One
reason they are cheap is the way the readership is so spread out geographically.
Tijoriy maqsadlarda foydalanish (sotish, ko‗paytirish, tarqatish) taqiqlanadi.
13
Up to 70% of the readers of many online papers are abroad, usually dotted around
several countries, and there are huge problems in persuading advertisers to pay to
reach such widely-scattered markets.
In other words, online papers are living off their newsprint parents.
Newsprint is
where the money is. It follows that, as increasing numbers of readers swap their
daily paper for a few minutes online, the breadth and quality of what they read will
gradually go down. For example, newspapers are having
to cut back on foreign
correspondents and reporters.
When I buy a newspaper, I support expensive and
ambitious journalism; if I read it online, I do not.
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