GMAT考试写作例文224篇连载(五)
文章来源: 文章作者: 发布时间:2007-08-04 07:05 字体: [ ]  进入论坛
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5. The following appeared in an announcement issued by the publisher of The Mercury, a weekly newspaper.
“Since a competing lower-priced newspaper, The Bugle1, was started five years ago, The Mercury’s 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 advertising2 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 publisher’s line of reasoning is that lowering the price of The Mercury will increase its readership, thereby3 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 subscription4 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 exodus5 of its readers would be explained by subscription price alone.
There are many other factors that might account for a decline in The Mercury’s popularity. For instance, readers might be displeased6 with the extent and accuracy of its news reporting, or the balance of local to other news coverage7. 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 paper’s format8, 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.


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1 bugle RSFy3     
n.军号,号角,喇叭;v.吹号,吹号召集
参考例句:
  • When he heard the bugle call, he caught up his gun and dashed out.他一听到军号声就抓起枪冲了出去。
  • As the bugle sounded we ran to the sports ground and fell in.军号一响,我们就跑到运动场集合站队。
2 advertising 1zjzi3     
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 thereby Sokwv     
adv.因此,从而
参考例句:
  • I have never been to that city,,ereby I don't know much about it.我从未去过那座城市,因此对它不怎么熟悉。
  • He became a British citizen,thereby gaining the right to vote.他成了英国公民,因而得到了投票权。
4 subscription qH8zt     
n.预订,预订费,亲笔签名,调配法,下标(处方)
参考例句:
  • We paid a subscription of 5 pounds yearly.我们按年度缴纳5英镑的订阅费。
  • Subscription selling bloomed splendidly.订阅销售量激增。
5 exodus khnzj     
v.大批离去,成群外出
参考例句:
  • The medical system is facing collapse because of an exodus of doctors.由于医生大批离去,医疗系统面临崩溃。
  • Man's great challenge at this moment is to prevent his exodus from this planet.人在当前所遇到的最大挑战,就是要防止人从这个星球上消失。
6 displeased 1uFz5L     
a.不快的
参考例句:
  • The old man was displeased and darted an angry look at me. 老人不高兴了,瞪了我一眼。
  • He was displeased about the whole affair. 他对整个事情感到很不高兴。
7 coverage nvwz7v     
n.报导,保险范围,保险额,范围,覆盖
参考例句:
  • There's little coverage of foreign news in the newspaper.报纸上几乎没有国外新闻报道。
  • This is an insurance policy with extensive coverage.这是一项承保范围广泛的保险。
8 format giJxb     
n.设计,版式;[计算机]格式,DOS命令:格式化(磁盘),用于空盘或使用过的磁盘建立新空盘来存储数据;v.使格式化,设计,安排
参考例句:
  • Please format this floppy disc.请将这张软盘格式化。
  • The format of the figure is very tasteful.该图表的格式很雅致。
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