ECONOMICS REPORT - When Newspapers Lie (About How Many Peopl

ECONOMICS REPORT - When Newspapers Lie (About How Many People Read Them)
By Mario Ritter

Broadcast: Friday, November 05, 2004

This is Gwen Outen with the VOA Special English Economics Report.

The big news for American newspapers this week was the elections. But there was also news about their industry. The number of newspaper readers in the United States continues to fall. Average daily circulation fell by almost one percent in the six months that ended September thirtieth.

Shrinking circulation has been a problem for newspapers for some years. The Internet is just the most recent competitor for people's time.

American media are privately¹ owned. Newspapers get some of their money from readers. But mostly they depend on businesses to buy advertising² space in their pages.

The larger the circulation, the more a newspaper can charge advertisers. But recently, several newspapers have admitted lying about their number of readers.

In June, the Tribune Company announced that it had overstated sales of two of its papers. These were Newsday in Long Island, New York, and the Spanish-language paper Hoy in New York City. The Tribute Company also owns the Los Angeles Times and the Chicago Tribune.

In July, the Audit³ Bureau of Circulations punished Newsday and Hoy through a process called censure⁴. The A.B.C. is a private organization. It examines circulation claims made by publishers, so advertisers can trust the numbers. Among other steps, the two newspapers will have to report their circulation numbers more often than usual for the next two years.

The Chicago Sun-Times also faces the same punishment. That newspaper is owned by Hollinger International.

The Securities and Exchange Commission is investigating Hollinger International and its ousted⁵ chief, Conrad Black. Hollinger says Mister Black took nearly four hundred million dollars from the company. He denies any wrongdoing.

Recently the Belo Corporation announced it had overstated the circulation of the Dallas Morning News, in Texas. The publisher will repay twenty-three million dollars to advertisers. It will also provide four million dollars in free advertising. Other publishers that falsely reported their circulations will also be repaying advertisers millions of dollars.

An Audit Bureau spokeswoman says cases like these recent ones appear to be rare. But the Securities and Exchange Commission announced last month that it would expand its investigation⁶ to other newspapers.

This VOA Special English Economics Report was written by Mario Ritter. This is Gwen Outen.

1 privately   

adv.以私人的身份，悄悄地，私下地

参考例句：

• Some ministers admit privately that unemployment could continue to rise.一些部长私下承认失业率可能继续升高。
• The man privately admits that his motive is profits.那人私下承认他的动机是为了牟利。

2 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。

3 audit   

v.审计；查帐；核对；旁听

参考例句：

• Each year they audit our accounts and certify them as being true and fair.他们每年对我们进行账务审核，以确保其真实无误。
• As usual,the yearly audit will take place in December.跟往常一样，年度审计将在十二月份进行。

4 censure   

v./n.责备；非难；责难

参考例句：

• You must not censure him until you know the whole story.在弄清全部事实真相前不要谴责他。
• His dishonest behaviour came under severe censure.他的不诚实行为受到了严厉指责。

5 ousted   

驱逐( oust的过去式和过去分词 )； 革职； 罢黜； 剥夺

参考例句：

• He was ousted as chairman. 他的主席职务被革除了。
• He may be ousted by a military takeover. 他可能在一场军事接管中被赶下台。

6 investigation   

n.调查，调查研究

参考例句：

• In an investigation,a new fact became known, which told against him.在调查中新发现了一件对他不利的事实。
• He drew the conclusion by building on his own investigation.他根据自己的调查研究作出结论。