资源描述：
《09暑期翻译实践-翻译材料》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、PassageOne:Non-newsisGoodNewsThethreatoftheinternethasforcedmagazinestogetsmarterJun9th2012
2、BERLIN,NEWYORKANDPARIS
3、fromtheprintedition“PRINTisdead”wasacommonrefrainacoupleofyearsago.Thecostlyprintadvertisementsthatkeptmagazinesandnewspapersaliveweremigrating
4、totheweb,wheretheyearnedonlypenniesonthedollar.Topublishers,itfeltasifahurricanewasflatteningtheirbusiness.Butasthestormhascleared,anewpublishinglandscapehasemerged.Whatwasonceafairlyuniformbusiness—identifyagroupofpeopleunitedbysomesharedidentityorpassion,w
5、ritestoriesforthemtoreadandselladvertisingnexttothestories—hassplitintoseveraldifferentkinds.Hardnewsisperhapsthehardesttomakeprofitable.Itisincreasinglyinstant,constantandcommoditised(aswithoilorrice,consumersdonotcarewhereitcamefrom).Withrareexceptions,mak
6、ingmoneyinnewsmeanspublishingeitherthecheapkindthatattractsaverylargeaudience,andmakingmoneyfromads,ortheexpensivekindthatiscriticaltoasmallaudience,andmakingmoneyfromsubscriptions.Botharecut-throatbusinesses;inrichcountries,manypapersareclosing.Butamongmaga
7、zinesthereisanewsenseofoptimism.InNorthAmerica,wheretherecessionbitdeepest(seechart),morenewmagazineswerelaunchedthanclosedin2011forthesecondyearinarow.TheAssociationofMagazineMedia(MPA)reportsthatmagazineaudiencesaregrowingfasterthanthoseforTVornewspapers,e
8、speciallyamongtheyoung.Unlikenewspapers,mostmagazinesdidn’thavelargeclassified-adsectionstolosetotheinternet,andtheirmaterialhasalongershelf-life.Aboveall,saysDavidCarey,thebossofHearstMagazines,abigAmericanpublisher,theyrepresentaspirations:“theydoaverygood
9、jobofinspiringyourdreams.”Peopleidentifycloselywiththemagazinestheyread,andadvertisersthereforelovethem:magazines,saysPaul-BernhardKallen,thechairmanofHubertBurdaMedia,alargeGermanpublisher,remainessentialforbrand-building.Whichiswhyluxurymagazinesaredoingpa
10、rticularlywell,asarethoseinemergingmarkets,whereafast-growingmiddleclassiscomingintothoseadvertisers’sights.InBrazil,forexample,theAbrilGrouphasmadeMinhaCasa,ahome-improvementmagazine,theleadero
