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Reading Comprehension Shot 225
Directions : Read the following passage carefully and answer the questions given
below it.
News media businesses can no longer rely solely on making money from traditional
advertising and must (A) ________ the multiple commercial opportunities from
online, according to magazine publisher and broadcaster Andrew Neil. The Press
Holdings chairman, BBC presenter and former Sunday Times editor said the
changes sweeping the media industry were "transformative and revolutionary" and
that traditional ways of making money had all but eroded as increased competition
and the explosion of online media eroded the exclusivity of advertising deals.
Speaking at today's SIIA Global Information Industry Summit in London, Neil said that
the internet was not a threat to the traditional printed media companies, but an
"essential" opportunity to diversify and ultimately save them. "Sensible newspaper
and magazine publishers do not see online as a threat or something they have to do
because 'it is the future, so let's do it and grit our teeth'," he said. "Offline
publications are still necessary for brand building and because people still like to hold
a newspaper or particularly a magazine. But the revenues for that are in decline as
search engines make classified ads increasingly irrelevant." Neil pointed out that his
magazine websites (- he is also chairman of ITP Publishing, the Gulf's largest
magazine publishers) were visited mainly by people who also read the print version
and visit the site "for the additional material that is only online". He said The
Spectator, owned by Press Holdings, had achieved great success with its Coffee
House network of blogs, which has 200,000 unique users a month and will contribute
"20 percent of the bottom line" this year in terms of revenue. He also pointed out
that the one of the biggest spikes in traffic for [Link] was around 10am
every day, when the print readers had finished their Daily Telegraph and wanted to
know what else its journalists were doing. "You now need to use online to do a whole
host of things that you just could not before," he added. "It ceases to be an either-or
situation." Neil admitted the going was tough for the media in a multi-platform world
with complex revenue streams but it was, for him at least, "a lot more
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fun". He contrasted the UK market with the US, in which newspapers are run by big
city monopolies that are unused to competition and "run for the journalists and not
for the readers". In the UK many mainstream publishers grasped the need to diversify
early on: "Most trends like this begin in the US but in this trend the British media are
particularly much ahead of them," he said. "British newspapers have always been
used to competition: it's the most competitive newspaper market in the world bar
none."
1) Why don't newspapers and magazine publishers see the internet as a menace to
their business?
A. Because the internet helps in diversifying their business.
B. Because people read both online and offline versions of ads.
C. Because online advertisement increases the revenue of the publishers.
D. Because they know that both forms of media are complementary and they should
also capture the online media.
E. All of the above.
2) Why do people visit the website after reading newspapers and magazines?
A. Because print versions do not have in-depth information.
B. Because online versions are easy to access and read.
C. Because websites are diversified and interactive.
D. Because online versions come free of cost.
E. To get information which is not there in the published papers.
3) Why are offline publications still necessary when the online version is so
comprehensive?
A. Because it helps in attracting customers.
B. Because they are run for the journalists and the readers.
C. Because it embraces the online media as well.
D. Because people still like to hold and read a newspaper in the traditional way.
E. None of the above.
4) Which of the following should fill the blank (A)?
A. Reject
B. Disapprove
C. Bound
D. Embrace
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E. None of the above
5) Which of the following is synonymous to ‘grasped’ as mentioned in bold in the
passage?
A. Release
B. Grapple
C. Unleash
D. Unbridle
E. None of the above
6) Which of the following is the meaning of the word ‘Grit’?
A. The unaccounted hope
B. The inevitable weakness
C. Courage and resolve; strength of character.
D. The feeble character of a person
E. None of the above
Solutions
1) Answer: D
Although option (a) is true and is mentioned in 3rd para, it is not the exact
[Link] insufficient option (a) is ruled out. Option (d) provides the correct
reason to the asked question. Refer to the 4th paragraph,'"Sensible newspaper and
magazine publishers do not see online as a threat or something they have to do
because 'it is the future,' It says that sensible publishers don't see internet as a
menace to their business because they know it is the future and they need to use it to
the fullest.
2) Answer: E
Refer to para 6, read lines "people who also read the print version and visit the site
"for the additional material that is only online", it implies option (e). Others are true,
but not the reason for the question.
3) Answer: D
Refer to the first line of the fifth paragraph, "Offline publications are still necessary
for brand building and because people still like to hold a newspaper or particularly a
magazine." It is clearly stated that people like to read the newspaper in a traditional
way. Thus option (d) is the correct answer.
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4) Answer: D
Embrace means accept (a belief, theory, or change) willingly and enthusiastically. The
blank needs a verb.
5) Answer: B
Grasped means seize and hold firmly. Grapple is the synonym.
6) Answer: C
C is the correct meaning of the word.
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