5.The following appeared in an announcement issued by the publisher of The Mercury, a weekly newspaper. Since a competing lower-priced newspaper, The Bugle, was started five years ago, The Mercurys circulation has declined by 10,000 readers. The best way to get more people to read The Mercury is to reduce its price below that of The Bugle, at least until circulation increases to former levels. The increased circulation of The Mercury will attract more businesses to buy advertising space in the paper. Discuss how well reasoned... etc.
A newspaper publisher is recommending that the price of its paper, The Mercury, be reduced below the price of a competing newspaper, The Bugle. This recommendation responds to a severe decline in circulation of The Mercury during the 5-year period following the introduction of The Bugle. The publishers line of reasoning is that lowering the price of The Mercury will increase its readership, thereby increasing profits because a wider readership attracts more advertisers. This line of reasoning is problematic in two critical respects.
While it is clear that increased circulation would make the paper more attractive to potential advertisers, it is not obvious that lowering the subscription price is the most effective way to gain new readers. The publisher assumes that price is the only factor that caused the decline in readership. But no evidence is given to support this claim. Moreover, given that The Mercury was the established local paper, it is unlikely that such a mass exodus of its readers would be explained by subscription price alone.
There are many other factors that might account for a decline in The Mercurys popularity. For instance, readers might be displeased with the extent and accuracy of its news reporting, or the balance of local to other news coverage. Moreover, it is possible The Mercury has recently changed editors, giving the paper a locally unpopular political perspective. Or perhaps readers are unhappy with the papers format, the timeliness of its feature articles, its comics or advice columns, the extent and accuracy of its local event calendar, or its rate of errors.
In conclusion, this argument is weak because it depends on an oversimplified assumption about the causal connection between the price of the paper and its popularity. To strengthen the argument, the author must identify and explore relevant factors beyond cost before concluding that lowering subscription prices will increase circulation and, thereby, increase advertising revenues.
2017届黑龙江省大庆市高三英语一轮阅读理解训练(3)及答案
2017届高三英语一轮单元检测:必修5 Unit5《 First aid》
2017届河北省平山县高三英语一轮训练(7)及答案
2017届黑龙江省五常市高三英语一轮阅读理解训练(4)
2017届河北省平山县高三英语一轮训练(1)及答案
2017届高三英语一轮基础阅读理解训练(2)及答案
2017届黑龙江省大庆市高三英语一轮阅读理解训练(7)及答案
2017届黑龙江省五常市高三英语一轮阅读理解训练(5)
2017届高三英语一轮单元检测:选修6 Unit2《 Poems》
2017届黑龙江省大庆市高三英语一轮阅读理解训练(1)及答案
2017届山西省大同县高三英语一轮阅读理解训练(7)及答案
2017届黑龙江省大庆市高三英语一轮阅读理解训练(4)及答案
2017届河北省平山县高三英语一轮训练(4)及答案
2017届高三英语一轮跟踪训练:必修2 Unit2 The Olympic Games
2017届高三英语一轮单元检测:必修2 Unit1《 Cultural relics》
2017届高三英语一轮单元检测:选修7 Unit5《 Travelling abroad》
2017届高三英语一轮单元检测:必修2 Unit3《 Computers》
2017届高三英语一轮单元检测:选修7 Unit2《 Robots》
2017届高三英语一轮单元检测:必修2 Unit4《 Wildlife protection》
2017届高三英语一轮单元检测:选修7 Unit1《 Living well》
2017届河北省平山县高三英语一轮训练(3)及答案
2017届高三英语一轮单元检测:选修8 Unit5《 Meeting your ancestors》
2017届高三英语一轮跟踪训练:必修2 Unit3 Computers
2017届高三英语一轮单元检测:选修8 Unit3《 Inventors and inventions》
2017届高三英语一轮单元检测:必修1 Unit4《 Earthquakes》
2017届高三英语一轮单元检测:选修8 Unit2《 Cloning》
2017届黑龙江省大庆市高三英语一轮阅读理解训练(5)及答案
2017届高三英语一轮单元检测:必修3 Unit3《 The Million Pound Bank Note》
2017届黑龙江省五常市高三英语一轮阅读理解训练(1)
2017届黑龙江省大庆市高三英语一轮阅读理解训练(2)及答案
不限 |
英语教案 |
英语课件 |
英语试题 |
不限 |
不限 |
上册 |
下册 |
不限 |