2005年NPR美国国家公共电台十一月-Future of the New

Renee Montagne: On Fridays, we focus on your money.

Renee Montagne: Today fewer people are spending that money on newspapers. Daily newspaper circulation reached its peak in 1984 and has been declining ever since. In what is by now a familiar announcement this week five dailies owned by Knight¹ Ridder say they are cutting jobs. We called Jeff Kahler, a consultant² to the newspaper industry; he says some of the declining circulation is by design when it comes to readers. Some companies are now putting quality over quantity.

Jeff Kahler: For years, the objective in the industry was expansion and to deliver the highest circulation number possible. Some newspapers sold a lot of subscriptions³ to entice⁴ new subscribers. But when you factor in the high cost of discounting, that's a lesser⁵ unit of circulation. So some of these losses are, uh, thinning the herd⁶, if you will.

Renee Montagne: But still a lot of other newspapers are in fact losing readers and they certainly don't want to and where are they going? The Internet, I gather, is doing rather well.

Jeff Kahler: Yes, we are talking, Renee, about eye-balls. Are eye-balls reading the print newspaper or are they getting their information off the computer. I think that newspapers have made a fundamental shift where circulation was the gold standard to now the concept of readership. Are people reading your print version? Are people going online to read your online offering?

Renee Montagne: So specifically, what would be your recommendation to a newspaper that is trying to survive?

Jeff Kahler: I do say Number one, Renee, that newspaper companies are streamlining their businesses; they're shedding, lesser quality circulation. Number two, they are now going to market with a rifle, and not a bazooka. To target your sales and target your readers, this requires powerful data bases, and with these data bases, they're selecting the most attractive readers, readers who are loyal to the newspaper, readers who will support the advertisers. Number three, they are definitely extending their franchises⁷. We see a lot of niche⁸ editorial and niche advertising⁹ products. And this is an attempt to cater¹⁰ to specific groups, urban readers, diverse readers, older readers. So you'll see products such as a Quick launched by the Dallas Morning News, catering¹¹ to the younger readers. There will be numerous ways for readers to interact with the content provider which as we used to know was only the newspaper, but now which (is) the newspaper media-franchise.

Renee Montagne: Thank you very much for joining us.

Jeff Kahler: Thank you, Renee.

Renee Montagne: Jeff Kahler is a consultant…
 

1 knight   

n.骑士，武士；爵士

参考例句：

• He was made an honourary knight.他被授予荣誉爵士称号。
• A knight rode on his richly caparisoned steed.一个骑士骑在装饰华丽的马上。

2 consultant   

n.顾问；会诊医师，专科医生

参考例句：

• He is a consultant on law affairs to the mayor.他是市长的一个法律顾问。
• Originally,Gar had agreed to come up as a consultant.原来，加尔只答应来充当我们的顾问。

3 subscriptions   

n.（报刊等的）订阅费( subscription的名词复数 )；捐款；（俱乐部的）会员费；捐助

参考例句：

• Subscriptions to these magazines can be paid in at the post office. 这些杂志的订阅费可以在邮局缴纳。 来自《简明英汉词典》
• Payment of subscriptions should be made to the club secretary. 会费应交给俱乐部秘书。 来自《简明英汉词典》

4 entice   

v.诱骗，引诱，怂恿

参考例句：

• Nothing will entice the children from television.没有任何东西能把孩子们从电视机前诱开。
• I don't see why the English should want to entice us away from our native land.我不明白，为什英国人要引诱我们离开自己的国土。

5 lesser   

adj.次要的，较小的；adv.较小地，较少地

参考例句：

• Kept some of the lesser players out.不让那些次要的球员参加联赛。
• She has also been affected,but to a lesser degree.她也受到波及，但程度较轻。

6 herd   

n.兽群，牧群；vt.使集中，把…赶在一起

参考例句：

• She drove the herd of cattle through the wilderness.她赶着牛群穿过荒野。
• He had no opinions of his own but simply follow the herd.他从无主见，只是人云亦云。

7 franchises   

n.（尤指选举议员的）选举权( franchise的名词复数 )；参政权；获特许权的商业机构（或服务）；（公司授予的）特许经销权v.给…以特许权，出售特许权( franchise的第三人称单数 )

参考例句：

• TV franchises will be auctioned to the highest bidder. 电视特许经营权将拍卖给出价最高的投标人。 来自《简明英汉词典》
• Ford dealerships operated as independent franchises. 福特汽车公司的代销商都是独立的联营商。 来自辞典例句

8 niche   

n.壁龛；合适的职务(环境、位置等)

参考例句：

• Madeleine placed it carefully in the rocky niche. 玛德琳小心翼翼地把它放在岩石壁龛里。
• The really talented among women would always make their own niche.妇女中真正有才能的人总是各得其所。

9 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

10 cater   

vi.(for/to)满足，迎合；(for)提供饮食及服务

参考例句：

• I expect he will be able to cater for your particular needs.我预计他能满足你的特殊需要。
• Most schools cater for children of different abilities.大多数学校能够满足具有不同天资的儿童的需要。

11 catering   

n. 给养

参考例句：

• Most of our work now involves catering for weddings. 我们现在的工作多半是承办婚宴。
• Who did the catering for your son's wedding? 你儿子的婚宴是由谁承办的？