作者：赵树旺,栗文达,白杨
出版社：中国传媒大学出版社
格式: AZW3, DOCX, EPUB, MOBI, PDF, TXT
新闻传播学专业英语试读：
前言
新闻传播学是一门年轻的学科，尽管近年来中国的新闻传播学教育与媒介发展都获得了长足的进步，但不容否认，无论是新闻传播学的相关理论，抑或大众传媒发展的现实观照，英美等西方国家的相关成果仍旧被国际社会奉为圭臬。这也就要求我们在学习新闻传播学时需要具有全球化视野、前瞻性视角及创新型理论。
在此背景下，中国新闻传播学教育正致力于培养大批具有国际视野、能够参与全球媒介竞争的国际化人才。作为不可回避的关注对象，学习者对西方新闻传播理论及现实最好的学习方法自然是用对方的语言阅读对方的内容，才能不失其神髓，学习者也才能通过无语言障碍的知识获取，进而助力中国新闻传播学及新闻传播业提升发展张力与增值空间。
但实际情况并非那么简单。多年的教学经验中，我们发现新闻传播学专业的学生的确对新闻传播和大众传媒的国际发展与趋势兴趣颇浓，他们也的确希望能够运用英语这个语言工具阅读与学习英美等国家的新闻传播理论与实践内容。只是，那些原汁原味的新闻传播学篇章对学生来说构成了相当大的挑战，甚至让他们无论如何也难以顺畅准确地理解英文原文，长此以往，学生的学习兴趣便日趋下降乃至消失了。
这当然不是新闻传播学教育者希望看到的，于是很多新闻传播学院为本科生甚至研究生开设了新闻传播学专业英语课程，旨在提供学生所需要的新闻传播学领域内的英语知识与专业知识，以便他们能够熟练地运用英语进行专业学习与研究。本书即鉴于此而写。
本书主要做了两件事情：一是选材，二是翻译。前者比后者更为艰难，毕竟，选材决定着“有米之炊”还是“无米之炊”，而翻译只是一个技术性的操作问题。
选材断断续续历时多年。选材原则有二：一是经典。拉斯韦尔、奥斯古德、施拉姆、赖利夫妇、麦斯威尔·麦库姆斯、唐纳德·肖、诺埃尔-诺依曼、乔治·戈本纳和拉里·格罗斯的名字在传播学界总是不可逾越，媒介规范理论、5W模式、议程设置理论、沉默的螺旋理论、涵化理论也是传播学理论经典中的经典。二是前沿。在当今的数字化、网络化时代，新闻传播和大众传媒的发展与转型日新月异，从报纸、杂志、图书、电台、电视、电影、网络到媒介融合各种媒体与多媒体的坐标与进路，皆令人目不暇接。西方媒介及西方媒介的观察者们不仅关注着媒介的发展与变迁，更形诸于文章而见于《经济学人》、《时代》、《纽约时报》、《华盛顿邮报》等全球最牛的各种报刊中，供学习者阅读与敬仰。
翻译是一件众所周知之没有最好、只有更好的差事，也因此常被称为费力不讨好之事。之所以进行翻译，无非是要让手捧此书的读者易于理解且无艰涩之惑。这是我们的愿景，而翻译更是我们高于愿景的追求。由是，尽管词典不离手，冷汗不离身，战战兢兢，如履薄冰，我们仍坚持把所有英文内容一字不落地进行了中文翻译，以飨读者。希望此举不仅有助于在校学生的课堂与课余学习，也希望有助于大众读者进行阅读。
本书旨在通过这12个单元的36篇文章，将新闻传播的现实与未来、理论与实践展现在读者面前，使读者能够通过这些作品的学习，初窥并理解新闻传播学的基本内容与理念，为全球化视野的建立打下坚实基础。
由衷感谢本书编辑做出的大量审稿与校对工作，尤其是编辑提出了很多中肯的修改建议，极大地完善了本书的架构与质量。
最后要说明的是，鉴于选材颇艰，无论如何也难以概全。译事亦颇艰，无论如何也难以完美。所以，我们选材及翻译之文仅作参考，错漏之处在所难免，还请各位专家不吝指正，谨致谢意。赵树旺 栗文达 白杨2014年8月1日
Unit 1 Journalism
1 What is Journalism？
Journalism is not only an academic course training students in journalism，but the practice of investigation and reporting of events，issues and trends to a broad audience in a timely fashion.Though there are many variations of journalism，the ideal is to inform the intended audience.
Journalism comes in several different forms：
I.News
Breaking news：Telling about an event as it happens.
Feature stories：A detailed look at something interesting that's not breaking news.
Investigative stories：Stories that uncover information that few people knew.
II.Opinion
Editorials：Unsigned articles that express a publication's opinion.
Columns：Signed articles that express the writer's reporting and his conclusions.
Reviews：Such as concert，restaurant or movie reviews.
Online，journalism can come in the forms listed above，as well as：
Blog：Online diaries kept by individuals or groups.
Micro-blog（Twitter）：Online diaries within 140 words kept by individuals or groups.
Discussion boards：Online question and answer pages where anyone can participate.
Wikis：Articles that any reader can add to or change.
There are three main ways to gather information for a news story or opinion piece：
Interviews：Talking with people who know something about the story you are reporting.
Observation：Watching and listening where news is taking place.
Documents：Reading stories，reports，public records and other printed material.
The people or documents you use when reporting a story are called your“sources”.In your story，you always tell your readers what sources you've used.You want everything in your story to be accurate，so you must remember to get the exact spelling of all your sources' names.
Often，a person's name is not enough information to identify them in a news story.Lots of people have the same name，after all.So you will also want to write down your sources' ages，hometowns，jobs and any other information about them that is relevant to the story.
Whenever you are interviewing someone，observing something happening or reading about something，you will want to write down the answers to the“Five Ws” about that source：
Who are they？
What were they doing？
Where were they doing it？
When did they do it？
Why did they do it？
Here are the keys to writing good journalism：
Get the facts.All the facts you can.
Tell your readers where you got every bit of information you put in your story.
Be honest about what you do not know.
Don't try to write fancy.Keep it clear.
Start your story with the most important thing that happened in your story.This is called your“lead”.It should summarize the whole story in one sentence.
From there，add details that explain or illustrate what's going on.You might need to start with some background or to“set the scene” with details of your observation.Again，write the story as you were telling it to a friend.Start with what's most important，and then add background or details as needed.
When you write journalism，your paragraphs will be shorter than you are used to in classroom writing.Each time you introduce a new source，you will start a new paragraph.Each time you bring up a new point，you will start a new paragraph.Again，be sure that you tell the source for each bit of information you add to the story.
Whenever you quote someone's exact words，you will put them within quotation marks and provide“attribution” at the end of the quote.Here's an example：
“I think Miss Kennedy's class is really great，” ten-year-old McKinley student Hermione Granger said.
Sometimes，you can“paraphrase” what a source says.That means that you do not use the source's exact words，but reword it to make it shorter，or easier to understand.You do not use quotation marks around a paraphrase，but you still need to write who said it.Here's an example：
Even though the class was hard，students really liked it，McKinley fourth-grader Hermione Granger said.
Words ＆amp； Expressions
breaking news：突发新闻
feature story：特写，特稿
review：评论，书评、影评等
interview：采访；访谈录
wiki：一种多人协作的写作工具。被译为“维基”或“维客”。
lead：导语
2 News Values
There are almost as many answers to definition of news as there are editors and reporters.In fact，no uniformly satisfactory definition has been found.However，it is a given in most city rooms that news is what the editor says it is.
News has a broadly agreed set of values，often referred to as news values.News values，sometimes called news criteria，determine how much prominence a news story is given by a media outlet，and the attention it is given by the audience.
To be effective，a reporter simply has to understand the theories and concepts of how news is gathered and written as well as the particular role a newspaper plays in a community.While there may be no definitive definition of news，there is a body of knowledge dealing with writing and presenting news that every reporter should master.Most journalists agree that the following eight elements make up what is considered “news”.
Timeliness，freshness
The first element is reporting something that has just happened or is about to happen.Time is a strong ingredient，“today，yesterday，early this morning，tomorrow”.The newness of the occurrence makes up “immediacy”，“timeliness” in the news.
Nearness，locality or proximity
Some facts and occurrences are important to you personally，such as inflation，and the Iraq situation particularly if one of the hostages is someone you know or a family member of a close friend.Such things are less important when it occurs across town.The question most asked by journalists is：“If this happened outside my immediate area，my city，my province，would I be interested in reading about it？” Keeping this question in mind is particularly important to the reporter.You must examine your story to see if indeed it would interest other readers.
Prominence
Prominence as a news element is well-known to most of us.The public figures，holders of public office，those who stimulate our curiosity，people in positions of influence all enjoy news prominence.For your visitor or speaker to qualify for news prominence，he or she must be well enough known to command the attention of readers either by reputation or by the nature of the topic to be discussed.
Unusualness，bizarreness，oddity or novelty
Oddity is often news.The bizarre，the unusual，the unexpected often make news.Generally those people who perform striking feats in emergency situations are news，such as a woman lifting an automobile off her child，travelling around the world in a sailboat，unusual recycling methods，and use of materials in a different way.In journalism，oddity is defined as the“man bites dog” formula.That certainly makes the “news”.
Conflict
Conflict is one element most observed nowadays with the clash of ideologies，even worldwide.Although most businesses and organizations shy away from the reporting of conflict，it is understandable that this element is firmly based in the news formula.
Suspense
Suspense creates and expands news appeal.The outcome of the Iranian hostages is suspenseful news.For the most part，organizations would rarely experience this type of circumstance.
Emotion，human interest
Emotion is a news element commonly called“human interest” stories that stir our recognition of the basic needs both psychological and physical.Stories that prompt the reader toward sympathy，anger or other emotions in all their variety are commonly handled in feature-type stories.Organizations should be alert to the possibilities of “human interest” stories.
Consequence，impact or significance
The last element of news，consequence，is more difficult to explain，but generally for a story to have consequence it must be important to a great number of readers.It must have some impact for the reader.Such news will affect him or her in some personal way.The safety of the city's drinking water or the dumping of toxic wastes into the Snake River Aquifer is being examined from the standpoint of consequence now and in the future.Thus it becomes an important news story.
From this discussion of news story elements，it becomes clear that a reporter should have these guidelines in mind when he or she is deciding if a message is news or an announcement and whether it's a feature or an item of limited public interest.From this a reporter decides which format to use for distributing the information and the medium that is most likely to use your information.
Words ＆amp； Expressions
criteria：标准
timeliness：及时，适时
immediacy：即时
locality：邻近
proximity：接近
bizarreness：稀奇古怪
oddity：奇异，古怪
3 Normative Theories of Press
A Normative theory describes an ideal way for a media system to be controlled and operated by the government，authority，leader and public.These theories are basically different from other communication theories because normative theories of press are not providing any scientific explanations or prediction.
Normative theories are more focused in the relationship between press and the government than press and the audience.These theories are more concerned about the ownership of the media and who controls the press or media in the country.
Authoritarian theory
Authoritarian theory describes that all forms of communications are under the control of the governing elite or authorities or influential bureaucrats.
Authoritarians are necessary to control the media to protect and prevent the people from the national threats through any forms of communication （information or news）.The press is an instrument to enhance the ruler's power in the country rather than any threats.The authorities has all rights to permit any media and control it by providing license to the media and make certain censorship.If any media violate the government policies against license，then the authority has all rights to cancel the license and revoke it.The government has all rights to restrict any sensitive issues from press to maintain peace and security in the nation.
Libertarian theory
Libertarian theory is also named as free press theory.Libertarian theory sees people are more enough to find and judge good ideas from bad.The theory says people are rational and their rational thoughts lead them to find out what are good and bad.The press should not restrict anything，even a negative content may give knowledge and can make better decision whilst worst situation.The libertarian thoughts are exactly against or opposite to the authoritarian theory which says “all forms of communication works under the control of government or elite like king”.
Freedom of press will give more freedom to media to reveal the real thing happening in the society without any censorship or any authority blockades.
Social responsibility theory
Social responsibility theory allows free press without any censorship，but at the same time the content of the press should be discussed in public panel and media should accept any obligation from public interference or professional self regulations or both.The theory lies between both authoritarian theory and libertarian theory because it gives total media freedom in one hand but the external controls in other hand.
The theory helps in creating professionalism in media by setting up a high level of accuracy，truth，and information.The theory allows everyone to say something or express their opinion about the media.Media must take care of social responsibility and if they do not，government or other organization will do.Private ownership in media may give better public service unless government has to take over to assure the public to provide better media service.
Social responsibility theory avoids the conflict situation during war or emergency by accepting the public opinion.Media will not play monopoly because the audience and media scholars will raise questions if media published or broadcasted anything wrong or manipulate any story.Media standards will improve.
Soviet media theory
The Soviet system has passed away and，with it—for the time being at least—Soviet theory.It is still worth outlining its principles.Soviet media theory is imitative of Leninist principles which based on the Carl Marx and Engels' ideology.The government undertakes or controls the total media and communication to serve working classes and their interest.The theory says the state have absolute power to control any media for the benefits of people.They put an end to the private ownership of the press and other media.The government media provide positive thoughts to create a strong socialized society as well as providing information，education，entertainment，motivation and mobilization.The theory describes that the whole purpose of the mass media is to educate the greater masses of working class or workers.Here，the public was encouraged to give feedback which would be able to create interests towards the media.
Soviet media theory looks similar to authoritarian theory but the core part is different from each other.In authoritarian theory it is a one-way communication，there is no feedback allowed from the public，but in Soviet media theory it is a two-way communication，at the same time the whole media is controlled or works under the leadership.
Development theory
As the name implies，this theory relates to media operating in developing or so-termed third world nations.It has parallels with Soviet theory because media are seen to serve a particular social and political function.It favors journalism which seeks out good news，in contrast to the free press position where journalists respond most readily to stories of disaster，and for whom “bad news is good news” because it commands bigger headlines.
Development theory requires that bad news stories are treated with caution，for such stories can be economically damaging to a nation in the delicate throes of growth and change.Grim headlines can put off investors，even persuade them to pull out their investments.As an antidote to the bad news syndrome，development theory seeks to accentuate the positive：it nurtures the autonomy of the developing nation and gives special emphasis to indigenous cultures.It is both a theory of state support and one of resistance that is to the norms of competing nations and competing theories of media.
Democratic-participant theory
This represents the sort of media purpose the idealist dreams up in the bath.It is an aspiration rather than a phenomenon which can be recognized anywhere in practice，yet it is surely one which any healthy democracy should regard as a goal.
This theory places particular value upon horizontal rather than vertical modes of authority and communication.It stands for defense against commercialization and monopoly while at the same time being resistant to the centrism and bureaucracy，the characteristics of public media institutions.The model emphasizes the importance of the role of receiver in the communication process and incorporate what might be termed receiver rights—to relevant information；to be heard as well as to hear and to be shown.
There is a mixture of theoretical elements，including libertarianism，utopianism，socialism，egalitarianism，localism in the model.In short，people power.
Words ＆amp； Expressions
normative theory：规范理论
authoritarian：极权主义者；极权主义的
libertarian：自由论者；自由的，持自由论的，自由论者的
monopoly：垄断，垄断者
idealist：理想主义者，理想家，空想家
centrism：中间路线，中间派的政策，温和主义
bureaucracy：官僚，官僚作风，官僚机构
utopianism：乌托邦思想，不切实际的社会改革方案
egalitarianism：平等主义
Unit 2 Newspaper
1 Who Killed the Newspaper？
The most useful bit of the media is disappearing.A cause for concern，but not for panic“A good newspaper，I suppose，is a nation talking to itself，” mused Arthur Miller in 1961.A decade later，two reporters from the Washington Post wrote a series of articles that brought down President Nixon and the status of print journalism soared.At their best，newspapers hold governments and companies to account.They usually set the news agenda for the rest of the media.But in the rich world newspapers are now an endangered species.The business of selling words to readers and selling readers to advertisers，which has sustained their role in society，is falling apart.
Of all the“old” media，newspapers have the most to lose from the internet.Circulation has been falling in America，western Europe，Latin America，Australia and New Zealand for decades （elsewhere，sales are rising）.But in the past few years the web has hastened the decline.In his book The Vanishing Newspaper，Philip Meyer calculates that the first quarter of 2043 will be the moment when newsprint dies in America as the last exhausted reader tosses aside the last crumpled edition.That sort of extrapolation would have produced a harrumph from a Beaverbrook or a Hearst，but even the most cynical news baron could not dismiss the way that ever more young people are getting their news online.
Advertising is following readers out of the door.The rush is almost unseemly，largely because the internet is a seductive medium that supposedly matches buyers with sellers and proves to advertisers that their money is well spent.Classified ads，in particular，are quickly shifting online.
Newspapers have not yet started to shut down in large numbers，but it is only a matter of time.Over the next few decades half the rich world's general papers may fold.Jobs are already disappearing.
Having ignored reality for years，newspapers are at last doing something.In order to cut costs，they are already spending less on journalism.Many are also trying to attract younger readers by shifting the mix of their stories towards entertainment，lifestyle and subjects that may seem more relevant to people's daily lives than international affairs and politics are.They are trying to create new businesses on-line and off-line.And they are investing in free daily papers，which do not use up any of their meagre editorial resources on uncovering political corruption or corporate fraud.So far，this fit of activity looks unlikely to save many of them.Even if it does，it bodes ill for the public role of the Fourth Estate.
In future，as newspapers fade and change，will politicians therefore burgle their opponents' offices with impunity，and corporate villains whoop as they trample over their victims？ Journalism schools and think-tanks，especially in America，are worried about the effect of a crumbling Fourth Estate.Are today's news organisations “up to the task of sustaining the informed citizenry on which democracy depends？” asked a recent report about newspapers from the Carnegie Corporation of New York，a charitable research foundation.
00Nobody should relish the demise of once-great titles.But the decline of newspapers will not be as harmful to society as some fear.Democracy，remember，has already survived the huge television-led decline in circulation since the 1950s.It has survived as readers have shunned papers and papers have shunned what was in stuffier times thought of as serious news.And it will surely survive the decline to come.
The usefulness of the press goes much wider than investigating abuses or even spreading general news；it lies in holding governments to account—trying them in the court of public opinion.The internet has expanded this court.Anyone looking for information has never been better equipped.People no longer have to trust a handful of national papers or，worse，their local city paper.News-aggregation sites such as Google News draw together sources from around the world.The website of Britain's Guardian now has nearly half as many readers in America as it does at home.
In addition，a new force of“citizen” journalists and bloggers is itching to hold politicians to account.The web has opened the closed world of professional editors and reporters to anyone with a keyboard and an internet connection.Several companies have been chastened by amateur postings—of flames erupting from Dell's laptops or of cable-TV repairmen asleep on the sofa.Each blogger is capable of bias and slander，but，taken as a group，bloggers offer the searcher-after-truth boundless material to chew over.Of course，the internet panders to closed minds；but so has much of the press.
In future，argues Carnegie，some high-quality journalism will also be backed by non-profit organisations.An elite group of serious newspapers available everywhere online，independent journalism backed by charities，thousands of fired-up bloggers and well-informed citizen journalists：there is every sign that Arthur Miller's national conversation will be louder than ever.
The Economist，Aug 26th，2006
Words ＆amp； Expressions
bring down：打倒，击落，打死，降低
hold…to account：问责，使……承担责任
circulation：发行量
toss aside：扔弃，搁置不管
classified ad：分类广告
bode：预示
Fourth Estate：第四等级，又称第四阶级、第四权力。新闻界的别称。
2 Making News Pay：Reinventing the Newspaper
New business models are proliferating as news organisationssearch for novel sources of revenue.
advertising model of newspapers business worked well for a long time.But it has come unstuck in the internet era as readers have shifted their attention to other media，quickly followed by advertisers.“The audience is bigger than ever，if you include all platforms，” says Larry Kilman of the World Association of Newspapers.“It's not an audience problem—it's a revenue problem.” News providers throughout the rich world are urgently casting around for new models.They are starting to charge for content on the web and mobile devices，as well as pursuing non-traditional sources of revenue such as wine clubs or dating services.Some are being supported by philanthropy.Nobody yet knows which，if any，of these models will work，but it is clear that revenue from online advertising alone will not be enough to cover the costs of running a traditional news organisation.Government funding is also off the table as rich countries struggle to reduce their debts.In America any talk of government support for the country's ailing newspapers ended when the Republicans retook control of the House in 2010.Subsidies would anyway merely postpone the inevitable.
News providers throughout the rich world are starting to charge for content on the web and mobile devices
One answer is to erect paywalls.Having long made content available free online，news providers are starting to restrict access to some or all of it to paying subscribers.The Times and Sunday Times of London，owned by Rupert Murdoch's News Corporation，put up a paywall around their websites in July 2010.Other papers have since followed，including the Dallas Morning News and，most prominently，the New York Times.
A decade ago the idea of a paywall appeared to have been widely discredited.Only specialist providers of business news such as the Wall Street Journal and the Financial Times seemed able to get people （or，more usually，people's employers） to pay for news online.Most readers were unwilling to pay for general news， and after experimenting for a while many news sites made some or all of their content available without restriction to attract as many visitors and advertisers as possible.
The trouble is that online advertising typically brings in less than 20% of a newspaper's advertising revenue，and rates on all but the most prominent pages are falling.
Hence the paywalls come in many forms.They can be watertight，like that at the London Times，but increasingly they are porous，letting publishers charge for access to content while also admitting casual visitors and allowing sharing.The Wall Street Journal，for example，puts much of its business and finance coverage behind a paywall but allows unrestricted access to other，less specialist stories.Another option is the“metered paywall”，pioneered by the Financial Times，which lets visitors to its site read ten stories a month before asking them to pay.（The Financial Times is owned by Pearson，which also owns half of The Economist.） At the New York Times，which has the world's most popular newspaper website，visitors can read 20 stories a month before being invited to subscribe.Metered paywalls are also being tested at the Berliner Morgenpost and Hamburger Abendblatt in Germany.
The beauty of the metered paywall model （which The Economist has adopted） is that frequent users can be asked to pay for access without putting off a lot of more casual users who attract advertisers.Most news sites have a small core audience of frequent visitors and a much larger group of readers who visit only occasionally.Some frequent users will jib at a paywall，but some will fork out.“Other newspapers are watching us and hoping that it works，” says Martin Nisenholtz，head of digital operations at the New York Times.Since it put up its paywall，visits to the paper's site have dropped by about 10% and page views by about 20%.But more people than expected are signing up.
Another new source of digital revenue is charging for content on mobile devices such as smartphones and tablet computers，but this market is still in its infancy.Of the 17m tablet computers sold in 2010，says Mr Kilman，15m were Apple iPads.Smartphones are far more widespread and represent a greater opportunity in the near term.Strong sales of smartphone “apps”，or software，suggest that readers are prepared to pay for content on mobile devices.
Access all areas
Existing readers of newspapers and magazines are generally unwilling to pay for news online or on mobile devices if it costs them extra.But many publications are adop-ting an“all access” model that grants print subscribers free access to digital editions as well.When the Dallas Morning News launched its paywall in March，2011，for example，it also gave print subscribers unfettered access to the paper's website，iPhone and iPad editions，thus turning them into digital subscribers at a stroke.That lets people read the paper in whatever format they find most convenient at different times，and with luck will subtly change their perception of what they are paying $33.95 a month for not just a printed newspaper seven days a week，but access to the news in a range of formats.Bundling digital access with print subscriptions not only offers readers choice but also gives them an added reason to go on buying print editions，which still pull in the lion's share of advertising revenue.
By contrast，two British newspapers，the Guardian and the Daily Mail，have made all their content available free online in an effort to transform themselves into global news brands.The Mail's website recently overtook the Huffington Post to become the world's second most popular newspaper site，according to comScore，an internet-ratings firm，and the Guardian is at number five.Both papers are adding staff in America to beef up their coverage and tap into a much bigger online-advertising market.
Juan Seor of Innovation Media Consulting，a firm that advises newspapers around the world，reckons that，“you won't fix the business model without fixing the editorial model.” He believes that as well as looking for new forms of revenue on the web，newspapers should overhaul their print editions to make themselves more relevant and thus boost circulation.His firm advises them to undertake a radical redesign，abandoning traditional sections and instead arranging the newspaper around themes that correspond to the way readers think，with a magazine-like emphasis on analysis and storytelling.
Correio da Bahia，a Brazilian paper that underwent this treatment，has been reorganised into four sections，offering “News Summary”，“More”，“Life” and “Sport”.Similarly，Li -bération，a French newspaper，stopped trying to provide comprehensive coverage of sport，leaving that to specialist sports papers，sales of which are booming in many European countries.After the redesign the circulations of both newspapers increased.But so far American newspapers have shown no interest in trying anything like this，says Mr Seor.
Newspapers can also use their trusted brands to generate new forms of revenue.Many quality newspapers，including the New York Times and Britain's Daily Telegraph，have launched wine clubs，for example.Canada's Globe and Mail offers branded cruises，as do several German newspapers；journalists appear as guest speakers on board.Marca，a Spanish sports newspaper，lets readers buy Nike football boots before they go on general sale，says Mr Seor.Aftonbladet，a Swedish tabloid，runs a hugely popular weight-loss club，a model it has licensed to several other European newspapers，including Germany's Die Zeit.Newspaper groups also operate online bookstores，host conferences and reader events，and provide education services.
The rise of philanthrojournalism
Another tack，now being tried across America，is to build new，internet-native metropolitan news organisations supported by philanthropy.Examples include the Voice of San Diego，the St Louis Beacon，the MinnPost in Minneapolis，the Texas Tribune in Austin and the Bay Citizen in San Francisco.
The Bay Citizen's business plan is based on four sources of revenue：large gifts and grants，donations from readers under a membership plan，syndication of content to other news organisations and corporate sponsorship of particular features on the website.The big question is whether the not-for-profit news model is sustainable.Arianna Huffington，whose Huffington Post co-operates with philanthropically funded news organisations，says a change in mindset is needed among donors.“I think we need to get into the habit of endowing not-for-profit journalistic enterprises，both at the national level and at the local level，the way people endow chairs at universities，” she explains.
What is clear is that starting with a clean sheet—using the latest digital tools，being free of printing presses，not depending on print advertising—gives not-for-profit news organisations an optimistic sense of being part of something new rather than of an industry in trouble.
The Economist，Jul 7th，2011
Words ＆amp； Expressions
proliferate：激增；扩散
philanthropy：慈善机构
paywall：付费墙，付费门槛。
metered paywall：计量付费墙
subscribe：订阅，订购
3 Newspapers Managers：Who Does What
A good leader has three qualities at least.Firstly，they often go to the departments to meet the staff and discuss the company's developing directions and approaches；secondly，a good leader，with a clear vision of future，not only has a strong confidence in the vision，but also persuades others to devote to the realization of it；thirdly，a good leader has a specific target and financial supports of getting to the goals.The newspaper industry has as strong needs to good leaders as other industries.As a matter of fact，more and more signs tell us that media competition is getting more and more intense，thus a good leader with the above qualities becoming more precious than ever before.
The major divisions of a newspaper
Newspapers are generally divided into news-editorial and business divisions.Within each large division are more distinct departments.For instance，within the business division would come the revenue-producing departments like advertising and circulation，along with mechanical and the front-office departments such as marketing research，promotion，accounting，and personnel.News-editorial would contain both the news and editorial departments.
Newspapers vary，according to size，as to how elaborate and distinct each of these divisions is.On metro dailies，the distinction between divisions and departments is very clear.On smaller dailies and weeklies，the distinctions are somewhat blurred and overlap occurs.The publisher，for instance，may serve both as editor and general manager.The following descriptions generally characterize the scope and nature of each division at a large daily newspaper.
News-editorial
This division is charged with producing all reading material，except advertising，that is published in the newspaper.Also included is all visual material encompassing news photography and artwork done by the newsroom's art department.The news-editorial division will have several separate departments within it.
The news department.This department encompasses the city，state，national，foreign，features，sports，business，science，entertainment，and travel desks，with editors overseeing each.The newsroom is presided over by the executive editor or managing editor.
The editorial desk.This department is responsible for producing the opinion and commentary section of the newspaper.It is presided over by the editorial page editor，who generally reports directly to the editor or publisher of the newspaper.
The photography department.This is presided over by the photo editor，who is responsible for all the original news，sports，and feature photography done by the newspaper.
The art department.It produces all graphs，charts，line art，and retouchings for news-editorial.It is presided over by an art director.
Business
The business division is responsible for the efficient operation of all the newspaper's revenue-producing divisions.It is presided over by a business manager or general manager，who oversees all sales，collections，budgets，and capital expenditures.It receives，spends，and invests money，and supervises everything pertaining to the business side of the newspaper，including advertising，circulation，and job printing.The following departments are usually under its direct control.
Advertising.This is the most important revenue-producing center in the entire newspaper.It is presided over by an advertising manager who is in charge of generating and directing sales in all advertising categories：retail，national，classified，and preprints.
Circulation.This department is the lifeblood of the newspaper.Without it the newspaper would carry no advertising，and without advertising the paper would not survive.Presided over by a circulation manager，the circulation department is split into smaller units，consisting of district and state circulation.
The pressroom.This is where the actual printing of the newspaper occurs.The pressroom is presided over by a foreman who synchronizes his unit's schedule with the other mechanical units before it，and with the mail room and circulation after it.If the plates haven't been made on time，the presses won't roll；if the presses don't roll on time，the delivery trucks won't roll either，and the paper winds up late on the doorsteps around the city.
Other administrative departments.These would include such departments as marketing/research，personnel or employee relations，purchasing，and promotion，all of which are vital to the successful newspaper's operation.
Key newspaper managers
Among the key newspaper managers are the publisher，business manager or general manager，advertising director，editor-in-chef，executive editor，managing editor，circulation manager，production manager.
Publisher
For some reason，to many people inside and outside the profession，this title is synonymous with“owner”.It shouldn't be，especially in this era of group-owned newspapers where the owners and chief stockholders sit in New York or on the West Coast，and the papers and their individual publishers are scattered across the country.The publisher is simply the chief executive officer at the individual newspaper.He or she may indeed be the owner if the paper is home-owned or is part of a closely held corporation，but few large dailies fall into this category.Nevertheless，whether the publisher is a majority owner，minority owner，stockholder，or simply an employee of the corporation，the person who holds this title is responsible for everything that goes on at the paper.As such，the publisher is charged with directing and coordinating the efforts of all the various departments within the newspaper.
The publisher is also the chief policy-making officer at the paper，although if the paper is group-owned，he or she must answer to headquarters in areas of budget approval and profit planning.Although the tradition has been for publisher to rise from the ranks of the advertising department，there have been numerous cases in recent years where publishers have instead come out of the news-editorial department.A reporter who does have aspirations of going through the editing ranks and emerging as a publisher，however，must understand that he or she will be expected to have a thorough knowledge of the function and importance of sales to the newspaper，as well as budget preparation，planning，and implementation.
Business manager
The business manager is the chief financial officer of the newspaper and，as such，is responsible for financial matters relating to all departments.If there is one individual at the newspaper who must have a thorough understanding of the financial threats，trends，and opportunities facing newspapers like this，it is the business manager.This individual must be adept at planning，budget building and implementation，revenue collection，and cost control.This is a good spot for an MBA or a graduate of one of the newer graduate programs in news media management.The business manager should have an understanding of the uniqueness of the newspaper's mission in contrast to other types of businesses，but the main goal of this manager is to insure a profitable bottom line for the newspaper company through careful planning and cost-control strategies.
Editor-in-chief
This is the manager who has full responsibility for the news and editorial content of the newspaper.The editor-in-chief is a manager：this individual's job is to successfully manage the people who produce the news and opinion pieces of the newspaper，to chart an appropriate news and editorial philosophy for the newspaper，and to insure that the philosophy is implemented.In large metro dailies，the editor-in-chief usually assumes little if any direct，hands-on control over the newsroom's operation.Instead，he or she is the chief policy-making officer and planner in the newsroom and must battle at times with other newspaper departments to get a fair share of the company resources for the newsrooms.
Executive editor and managing editor
These two management positions are lumped together in one section because sometimes a newspaper will sometimes have only one or the other，and will sometimes have both，especially at the metro daily level.The executive editor is like the executive officer on a naval ship.He or she is charged more with the day-to-day implementation of the overall news philosophy.For all intents and purposes，at many metro dailies the executive editor is the most visible chief news manager to the news staff as he or she translates news policy into implementation to be carried out by the managing editor and the newsroom staff.
The managing editor has a direct interface with the various desk editors in the newsroom，including—but not necessarily limited to—the news editor，city editor，state editor，national editor，foreign editor，lifestyles editor，and so on.The managing editor generally runs the daily editorial conferences which feature input from the various desk editors and discussion of the daily news agenda.In short，he or she manages the newsroom.
Advertising manager
The advertising manager is responsible for the largest single revenue—producing center of the newspaper：the advertising department.The advertising director must have a thorough understanding of the relative importance of each division，the latest in time-tested sales techniques，the best methods available to motivate and pay ad reps，the most efficient measures of collection，the advertising potential available in the market，and the best ways of going about tapping it.
Circulation manager
Because of its importance and volatile atmosphere in which it operates，the circulation department needs top-notch professionals staffing it.The three major goals of circulation management are to increase penetration into the market's households，provide a good distribution system and plenty of news racks for single-copy sales，and collect payments in full.
Production manager
This individual is in charge of all the components relating to producing the physical newspaper product and delivering it to circulation for distribution.The production manager is a veteran of the workshop and hopefully has had experience both in composing and in the pressroom.
Words ＆amp； Expressions
metro daily：都市日报
editorial desk：评论部
pressroom：印刷间
synchronize：协调，续同步
Unit 3 Magazine
1 The Magazine Industry：Non-news is Good News
The threat of the internet has forced magazines to get smarter
“Print is dead” was a common refrain a couple of years ago.The costly print advertisements that kept magazines and newspapers alive were migrating to the web，where they earned only pennies on the dollar.To publishers，it felt as if a hurricane was flattening their business.
But as the storm has cleared，a new publishing landscape has emerged.What was once a fairly uniform business—identify a group of people united by some shared identity or passion，write stories for them to read and sell advertising next to the stories—has split into several different kinds.
Hard news is perhaps the hardest to make profitable.It is increasingly instant，constant and commoditised （as with oil or rice，consumers do not care where it came from）.With rare exceptions，making money in news means publishing either the cheap kind that attracts a very large audience，and making money from ads，or the expensive kind that is critical to a small audience，and making money from subscriptions.Both are cut-throat businesses；in rich countries，many papers are closing.
But among magazines there is a new sense of optimism.In North America，where the recession bit deepest，more new magazines were launched than closed in 2011 for the second year in a row.The Association of Magazine Media （MPA） reports that magazine audiences are growing faster than those for TV or newspapers，especially among the young.
Unlike newspapers，most magazines didn't have large classified-ad sections to lose to the internet，and their material has a longer shelf-life.Above all，says David Carey，the boss of Hearst Magazines，a big American publisher，they represent aspirations：“they do a very good job of inspiring your dreams.” People identify closely with the magazines they read，and advertisers therefore love them：magazines.
Which is why luxury magazines are doing particularly well，as are those in emerging markets，where a fast-growing middle class is coming into those advertisers' sights.In Brazil，for example，the Abril Group has made Minha Casa，a home-improvement magazine，the leader of its kind in two years thanks to a careful focus on new homeowners.
Once，digital ads would have been scant comfort.On the web they are typically worth a small fraction of what they were in print.But tablets，such as Apple's iPad，could change this.
They have been around for only two years and most magazine subscriptions on them for less than a year；the MPA suggested measurement standards for advertising on tablets only in April.Yet already there are signs that advertisers are accepting higher rates on tablets than on the web，because magazines on tablets are more like magazines in print：engrossing，well-designed experiences instead of forests of text and links.
Publishers are still experimenting with formats：some are little different from their print versions，while others are more interactive.But the wiser publishers are finding ways to rely less on advertising.They are looking to make more not only from subscriptions but also from other sources.Today，“you need five or six revenue streams to make the business really successful，” says Mr Carey.
What else a magazine can do besides selling copies depends on its audience and subject matter.Many are turning themselves from mere carriers of ads into marketing-services companies，giving their advertisers a range of new ways to reach readers.Travel magazines' websites can track if their readers end up buying the holiday packages they write about，and take a cut.“I count that as advertising，” says Mr Kallen.“What many people call advertising…is definitely declining，but advertising in the broader sense isn't.”
Other commercial branchings-out include a growing range of conferences or celebrity events，the licensing of magazines' names to products such as cosmetics，and tie-ups with deal and coupon websites such as Groupon.Successful new magazines have been launched on the back of TV programmes，such as Hearst's“Food Network” and “HGTV” （a home-improvement show） and the BBC's “Top Gear” （a show about macho cars）.With so many countries now boasting a big middle class，international franchises often work well；Hearst's Cosmopolitan now has 66 different country editions.
There are also more esoteric business models.Monocle，a global magazine for the insufferably stylish，claims that the online radio channel it launched last autumn has been profitable from the start，since normal commercial radio stations never deliver the kinds of listeners its high-end advertisers want.The Atavist，an American iPad magazine that publishes one long piece of narrative journalism each month，says it makes money largely because it licenses its iPad publishing software to other people.
The ability of magazines to inspire fierce loyalty among readers means there are also lots of small-time，quirky successes.XXI，a French quarterly of long-form reportage，is profitable despite carrying no ads，not putting its text online and being sold only in bookshops；it seems to capitalise on French intellectual traditions and the concentration in Paris of voracious readers.Germany's Landlust，which extols the virtues of living at a relaxed pace and in close contact with nature，is another print-only holdout，with a circulation of 1m after seven years.As long as there are coffee tables，people will want things to put on them.
The Economist，Jun 9th，2012
Words ＆amp； Expressions
migrate：转移
hurricane：飓风
cut-throat：竞争激烈的
shelf-life：货架期，保存期
forests of：大量的
quirky：奇特的
2 Reading between the lines
As glossy magazines struggle，Ann Moore of Time Inc wants technology to be the solution，not the problemThere are few things that unnerve Ann Moore，the chief executive of Time Inc.，America's largest magazine company，as much as young Americans' “shock” when they hear that her firm will have to start charging them.“Real reporting takes time and money and effort，” she says.“Somebody does have to pay for the Baghdad bureau.” A recession is a difficult time to convince readers that they need to start paying for information，however，particularly because Time Inc.，a division of Time Warner，a media giant，has long made its articles available free online.But a new model is needed，and Ms Moore is trying all sorts of things in her effort to find one.On March 18th her company launched Mine，for example，a new concept that allows readers to go online and select articles from eight titles，for delivery in print or online as a free，personalised magazine.If this proves popular，the company may start charging for it.This nifty scheme highlights Time Inc's eagerness to attract readers to its magazines—but its ambivalence about adding a price tag.
As the boss of a company which oversees 120 magazine titles including Time，People，Sports Illustrated and Fortune，Ms Moore faces the difficult task of keeping magazines relevant as household budgets shrink，the appeal of free content online grows，and advertisers reduce their spending.At some of her magazines，such as Time，advertising revenues are down by around 30% compared with this time last year，according to Media Industry Newsletter.Ms Moore has had to tear up her company's five-year plan and draft a new two-year one instead，focusing on two things：internal reorganisation and innovation.
After laying off around 600 people，Ms Moore has restructured the firm into three units—news，entertainment and lifestyle—grouping together magazines with similar material，advertisers and audiences.The aim is to maintain editorial quality while increasing efficiency，because titles can share writers and articles and pool resources for functions，such as subscription services.Ms Moore has also turned her attention to training，launching“Time Inc.University”，a series of seminars led by Time executives on topics such as branding and teamwork，in February.Ms Moore will teach one of these seminars herself.
At the same time，Ms Moore is building her magazines' brands and taking them in new directions.Under her，some titles have moved beyond the printed word and into popular culture.People co-hosts the Screen Actors Guild Awards Gala，for example，and Essence sponsors an annual concert of African-American music.Late last year the company announced an elaborate scheme called“Maghound”—an online subscription service that lets readers pick several magazines to receive each month in the post，and gives them the chance to switch titles whenever they like.Ms Moore sees promise in using the internet to make readers loyal to print magazines.“The industry needs to use technology to our advantage，” she says.
Ms Moore is a self-described“magazine optimist” who thinks that holding a glossy magazine beats looking at a screen.Magazines may indeed be better placed than newspapers to cope with the recession and readers' shift towards the web.But given the woes of America's newspapers，many of which have gone bust or shifted to scaled-down，web-only operations，that is not saying much.And despite her love of print，Ms Moore is not afraid of technology.In February Time ran a cover story entitled “How to Save Your Newspaper” which crystallised a growing belief within the industry that providing articles to readers free online is not sustainable，and that a switch to paid access will be necessary.Ms Moore thinks her firm can lead the way in this shift from freebies to fees.This month Time Inc.said it was considering the introduction of a hybrid （or “freemium”） scheme，making some People and Time articles available free，but charging for premium content.But this approach has been tried before，notably by the New York Times，which later abandoned it.
Another possibility is that readers may be prepared to subscribe to content on portable devices such as Amazon's Kindle e-reader or advanced“smart” phones.Ms Moore says it might make sense for her company to subsidise such devices if readers agree to sign up for enough material—an approach that would make particular sense for Time Inc.，with its wide range of titles.Ms Moore is already talking to makers of e-readers about working together.The music industry，she notes，missed out because it was afraid to embrace technology.She is determined not to let the same thing happen in magazine publishing.
The Economist，Mar 26th，2009
Words ＆amp； Expressions
unnerve：使丧失勇气，使力心交疲
ambivalence：矛盾心理，犹豫
bust：破产，毁坏
crystallise：明确，使具体化
hybrid：混合物
e-reader：电子阅读器
3 Academic Publishing：Open Sesame
Conflict of Academic Research and Academic PublishingWhen research is funded by the taxpayer or by charities，the results should be available to all without charge.Academics are starting to boycott a big publisher of journals.
The price of information
Publishing obscure academic journals is that rare thing in the media industry：a licence to print money.An annual subscription to Tetrahedron，a chemistry journal，will cost your university library $20，269；a year of the Journal of Mathematical Sciences will set you back $20，100.In 2011 Elsevier，the biggest academic-journal publisher， made a profit of ￡768m （$1.2 billion） on revenues of ￡2.1 billion.Such margins （37%，up from 36% in 2010） are possible because the journals' content is largely provided free by researchers，and the academics who peer-review their papers are usually unpaid volunteers.The journals are then sold to the ve
ry universities that provide the free content and labour.For publicly funded research，the result is that the academics and taxpayers who were responsible for its creation have to pay to read it.This is not merely absurd and unjust；it also hampers education and research.
Publishers insist that high prices are necessary to ensure quality and cover the costs of managing the peer-review process，editing and distribution.Elsevier insists it is being misrepresented.The firm is certainly in rude financial health，but Elsevier's enviable margins are simply a consequence of the firm's efficient operation.
Clearly the cost of producing a journal is not zero.But the internet means it should be going down，not up.Over the past decade many online journals and article repositories have emerged that are run on a shoestring.Some have been set up by academics who are unhappy with the way academic publishing works.
A bundle of trouble
Sometimes it takes but a single pebble to start an avalanche.On January 21st，2012，Timothy Gowers，a mathematician at Cambridge University，wrote a blog post outlining the reasons for his longstanding boycott of research journals published by Elsevier.Dr Gowers's immediate gripes are threefold.First，that Elsevier charges too much for its products.Second，that its practice of “bundling” journals forces libraries which wish to subscribe to a particular publication to buy it as part of a set that includes several others they may not want.And third，that it supports legislation such as the Research Works Act，a bill now before America's Congress that would forbid the government requiring that free access be given to taxpayer-funded research.
It did.Up to July 2012，more than 12，000 researchers from around the world have signed an online pledge set up by Tyler Neylon，a fellow-mathematician who was inspired by Dr Gowers's post，promising not to submit their work to Elsevier's journals，or to referee or edit papers appearing in them.That number seems，to borrow a mathematical term，to be growing exponentially.If it really takes off，established academic publishers might find they have a revolution on their hands.
Dr Neylon's petition，though，is symptomatic of a wider conflict between academics and their publishers—a conflict that is being thrown into sharp relief by the rise of online publishing.
This situation has been simmering for years.To many，it is surprising that things have taken so long to boil over.Academics were the internet's earliest adopters，with all the possibilities for cutting publishers out of the loop which that offers.And there have indeed been attempts to create alternatives to commercial publishing.Cornell University's arXiv website （pronounced “archive”，the X standing in for the Greek letter “chi”） was set up in 1991.Researchers can upload maths and physics papers that have not （yet） been published in journals.Thousands are added every day.The Public Library of Science （PLoS） was founded in 2000.It publishes seven free journals which cover biology and medicine.
But the incumbent journals are hard to dislodge.Despite the enthusiasm for such operations，there are reasons for the continued dominance of traditional publishers.There is also a lingering prejudice against electronic-only publishing.Web-based alternatives often seem less respectable than their dead-tree counterparts.Researchers want their work to appear in the most renowned journals to advance their careers.
Publish or perish
There is a simple way both to increase access to publicly funded research and to level the playing field for new journals.Government bodies that fund academic research should require that the results be made available free to the public.So should charities that fund research.This would both broaden access to research and strengthen the hand of“open access” journals，since many researchers would then be unable to publish results in closed ones.
A strongly enforced open-access mandate for state and charity-funded research would spur them to do more.The aim of academic journals is to make the best research widely available.Many have ended up doing the opposite.It is time that changed.
Open access to research funded by taxpayers or charities need not mean Armageddon for journal publishers.Some commercial publishers have begun to experiment with open-access ideas，or embrace open access in limited ways，such as charging authors for publication rather than readers for reading，or letting academics post their papers on their own websites or putting time limits on their pay barriers.But if the boycott continues to grow，things could become more urgent.After all，publishers need academics more than academics need publishers.And incumbents often look invulnerable until they suddenly fall.Beware，then，the academic spring.
Adapted from Scientific Publishing：The Price of Information，The Economist，Feb 4th，2012，and Academic Publishing：Open Sesame，The Economist，Apr 14th，2012.
Words ＆amp； Expressions
boycott：抵制
hamper：阻碍
avalanche：雪崩
exponentially：指数地；幂数地
petition：请愿书
simmer：酝酿
mandate：强制
Unit 4 Book
1 Book Categories
Today，most of the books that shape our culture are adapted to other media，which expands their influence.Magazine serialization put Ronald Reagan's memoirs in more hands than did the publisher of the book.More people saw Carl Sagan on television than have read his books.Stephen King's thrillers sell spectacularly，especially in paperback，but more people see the movie renditions.Books have a trickle-down effect through other media，their impact being felt even by people who cannot or do not read them.Although people are more in touch with other mass media day to day，books are the heart of cre-ating the culture and passing it on to new generations.
When most people think about books，fiction and nonfiction aimed at general readers come to mind.These are called trade books，which are a major segment of the book industry.Also important are textbooks，which include not only schoolbooks but also reference books and even cookbooks.There are countless ways to further dissect books，but textbooks and trade books are the major categories.
Trade books
The most visible part of the $24 billion a year that the U.S.book publishing industry produces is trade books.These are general interest titles，including fiction and nonfiction，that people usually think of when they think about books.Trade books can be incredible best-sellers.Since it was introduced in 1937，J.R.R.Tolkien's The Hobbit has sold almost 40 million copies.Margaret Mitchell's 1936 Gone with the Wind has passed 29 million.Most trade books，however，have shorter lives.To stay atop best-seller lists，Stephen King，Danielle Steel and other authors have to keep writing.Steel，known for her discipline at the keyboard，produces a new novel about every six months.
Although publishing trade books can be extremely profitable when a book takes off，trade books have always been a high-risk proposition.
One estimate is that 60 percent of them lose money，36 percent break even and 4 percent turn a good profit，and only a few in the latter category become best-sellers and make spectacular money.
Textbooks
Although the typical successful trade book best-sellers can be a spectacular moneymaker for a few months，a successful textbook has a longer life with steady income.For example，Curtis MacDougall wrote a breakthrough textbook on journalism in 1932 that went through eight editions before he died in 1985.Then the publisher brought out a ninth edition，with Robert Reid bringing it up to date.This gave MacDougall's Interpretative Reporting a life span of more than 60 years.Although textbook publishers don't routinely announce profits by title，Interpretative Reporting undoubtedly has generated more income than many trade book best-sellers.Textbooks，the biggest segment of the book market，include reference and professional books，college textbooks，and elementary and high school textbooks and learning materials.
Professional and reference books Dictionaries，atlases and other reference works represent about 10 percent of textbook sales.Over the years the Christian Bible and Noah Webster's dictionary have led reference book sales.Others also have had exceptional，long-term success that rivals trade books.Even after Benjamin Spock died in 1998，his Baby and Child Care，introduced in 1946，kept on selling.Total sales are past 50 million.Next on the list：The Better Homes and Gardens Cookbook.
College textbooks College textbooks sell in great numbers，mostly through the coercion of the syllabus.Although textbooks are written for students，publishers pitch them to the professors who order them for their students.Students，although the ultimate consumer，don't choose them，which may partly explain the hard feelings students have toward textbooks.
El-Hibooks Learning materials for elementary and high schools，known as the el-hi market，have unique marketing mechanisms.In most states，school districts are allowed to use state funds to buy books only from a state-approved list.This means that publishers gear books toward acceptance in populous states with powerful adoption boards.If the California adoption board is firm on multiculturalism，textbook publishers will take that approach to win California acceptance.Multiculturalism then becomes a theme in books for less influential states in the adoption process.If Texas，another key adoption state，insists that creationism be recognized，then so it will be in biology books for the whole nation.
John Vivian，The Media of Mass Communication，7th Edition，Pearson Education Inc.，2004
Words ＆amp； Expressions
serialization：连载
thrillers：恐怖小说（或电影、戏剧等）
paperback：平装书
atlas：地图集，地图册
coercion：强制，强迫
syllabus：教学大纲，课程提纲
gouge：欺骗，欺诈
2 The Transformation of the Book Industry：Disappearing Ink
Readers have never had it so good.But publishers need toadapt better to the digital worldMore quickly than almost anyone predicted，e-books are emerging as a serious alternative to the paper kind.Amazon，comfortably the biggest e-book retailer，has lowered the price of its Kindle e-readers to the point where people do not fear to take them to the beach.In America，the most advanced market，about one-fifth of the largest publishers' sales are of e-books.Newly released blockbusters may sell as many digital copies as paper ones.The proportion is growing quickly，not least because many bookshops are closing.
For readers，this is splendid.Just as Amazon collapsed distance by bringing a huge range of books to out-of-the-way places，it is now collapsing time，by enabling readers to download books instantly.Moreover，anybody can now publish a book，through Amazon and a number of other services.Huge choice and low prices are helping books hold their own on digital devices，even against “Angry Birds”.
For publishers，though，it is a dangerous time.Book publishing resembles the newspaper business in the late 1990s，or music in the early 2000s.Although revenues are fairly stable，and the traditional route is still the only way to launch a blockbuster，the climate is changing.Some of the publishers' functions—packaging books and promoting them to shops—are becoming obsolete.Algorithms and online recommendations threaten to replace them as arbiters of quality.The tide of self-published books threatens to swamp their products.As bookshops close，they lose a crucial showcase.And they face，as the record companies did，a near-monopoly controlling digital distribution：Amazon's grip over the e-book market is much like Apple's control of music downloads.
Yet there are still two important jobs for publishers.They act as the venture capitalists of the words business，advancing money to authors of worthwhile books that might not be written otherwise.And they are editors，picking good books and improving them.So it would be good，not just for their shareholders but also for intellectual life，if they survived.
They are doing some things right.Having watched the record companies' impotence after Apple wrested control of music-pricing from them，the publishers have managed to retain their ability to set prices.But they are missing some tricks.The music and film industries have started to bundle electronic with physical versions of their products—by，for instance，providing those who buy a DVD of a movie with a code to download it from the internet.Publishers，similarly，should bundle e-books with paper books.
They also need to become more efficient.Digital books can be distributed globally，but publishers persist in dividing the world into territories with separate editorial staffs.In the digital age it is daft to take months or even years to get a book to market.And if they are to distinguish their wares from self-published dross，they must get better at choosing books，honing ideas and polishing copy.If publishers are to hold readers' attention they must tell a better story—and edit out all the spelling mistakes as well.The Economist，Sep 10th，2011
Words ＆amp；Expressions
blockbuster：非常成功的书（或电影）
algorithm：计算程序，运算法则
swamp：淹没，覆没
impotence：无力，虚弱，无效
hone：磨炼，训练（尤指技艺）
3 The Future of Publishing：E-publish or Perish
The iPad and its kind are both a boon and a bane for book publishersLike many other parts of the media industry，publishing is being radically reshaped by the growth of the internet.Online retailers are already among the biggest distributors of books.Now e-books threaten to undermine sales of the old-fashioned kind.In response，publishers are trying to shore up their conventional business while preparing for a future in which e-books will represent a much bigger chunk of sales.
Alert to such shifts，publishers are trying to undo a mess that is largely of their own making.For some time they have operated a“wholesale” pricing model with Amazon under which the online retailer pays publishers for books and then decides what it charges the public for them.This has enabled it to set the price of many new e-book titles and bestsellers at $9.99，which is often less than it has paid for them.Amazon has kept prices low in order to boost demand for its Kindle，which dominates the e-reader market but faces stiff competition from Sony and others.
Publishers fret that this has conditioned consumers to expect lower prices for all kinds of books.And they worry that the downward spiral will further erode their already thin margins—some have had to close imprints and lay off staff in recent years—as well as bring further dismay to struggling bricks-and-mortar booksellers.Unless things change，some in the industry predict that publishers will suffer a similar fate to that of music companies，whose fortunes faded when Apple turned the industry upside down by selling individual songs cheaply online.
Ironically，publishers have turned to Apple to help them twist Amazon's arm.Keen to line up lots of titles for new iPad owners，the company has agreed to an“agency model” under which publishers get to set the price at which their e-books are sold，with Apple taking 30% of the revenue generated.Faced with these deals，Amazon has reportedly agreed similar terms with several big publishers.As a result，the price of some popular e-books is expected to rise to $12.99 or $14.99.
Once Apple and Amazon have taken their cut，publishers are likely to make less money on e-books under this new arrangement than under the wholesale one—a price they seem willing to pay in order to limit Amazon's influence and bolster print sales.Yet there are good reasons to doubt whether this and other strategies，such as delaying the release of electronic versions of new books for several months after the print launch，will halt the creeping commoditisation of books.
This is particularly alarming for publishers because digital margins are almost as slender as print ones.True，e-books do not need to be printed and shipped to retailers，but these costs typically represent only a tenth of a printed book's retail price.Meanwhile，as David Young，the boss of Hachette Book Group，points out，publishers are incurring new costs in the form of investment in systems to store and distribute digital texts，as well as to protect them from piracy.
Publishers are investing in the internet in other ways too.A few are starting to build their own online groups of readers.For instance，Tor.com，a publisher-run website for science-fiction and fantasy enthusiasts，highlights content relevant to its members，even if some of it comes from rival publishers.“This is a rare sign that the light's finally gone on in publishing，” says Mike Shatzkin of Idea Logical，a consultancy.Sourcebooks，a medium-sized publisher that has developed an online group focused on poetry，found that sales of its books rose by more than 50% in the six weeks after poems from them had featured on the site.
Publishers are also pumping plenty of money into what Hachette's Mr Young calls“enriched e-books”，which combine the printed word with audio，video and other media to create content that can command a premium price.The launch of the iPad will speed up this experimentation，but it is not the only device to catch publishers' attention.HarperCollins，for instance，has sold hundreds of thousands of cartridges in Britain that let users read electronic versions of classic texts on Nintendo DS portable game consoles.Charlie Redmayne，the “chief digital officer” of one of its units，reckons many of the buyers would not have splashed out on print editions，so the move to a new platform has created fresh demand for books.
Indeed，many publishing executives like to argue that the digital revolution could usher in a golden age of reading in which many more people will be exposed to digital texts.They also point out that new technologies such as print on demand，which makes printing short runs of physical books more economical，should help them squeeze more money out of the old-fashioned format.And they insist that the shift away from printed books will be slow，giving them more time to adapt to the brave new digital world.
Perhaps.But there are still plenty of inefficiencies in the supply chain for conventional books that firms such as Amazon and Apple can exploit.Many publishers，for example，still take far too long to get books to market in print or electronic form，missing valuable opportunities.Ms Reidy at Simon ＆amp； Schuster says she has brought functions such as typesetting in-house to boost efficiency.At Sourcebooks responsibility for making books has even been shifted from the editorial team to the firm's head of technology，underlining the need to think digitally right from the start of the commissioning process.
The publishing firms that survive what promises to be a wrenching transition will be those whose bosses and employees can learn quickly to think like multimedia impresarios rather than purveyors of perfect prose.Not all of them will be able to turn that particular page successfully.The Economist，Mar 31st，2010
Words ＆amp；Expressions
boon：恩惠，福利
bane：祸害
shore up：支持
bricks-and-mortar：实体的
piracy：盗版
Nintendo：任天堂株式会社，是一家制造玩具、游戏等产品的日本公司
Unit 5 Radio
1 Five Companies That Will Define the Future of Radio
Who's forging the future of radio？It's still early，but keep an ear on this handful of businesses already pounding out that future.Radio will never be the same.Like books，magazines，music and just about every other mass medium you can think of，the age-old format is being transformed by the Internet，mobile technology and a few very smart organizations.
Who's forging this future is still early to know—and this space will undoubtedly be occupied by a few now-unfamiliar names by 2030—but there are a handful of organizations already busy chiseling out that future.Keep an ear on these five.
Stitcher Radio
Stitcher Radio is amazing.The four-year-old company blends terrestrial broadcasts with popular podcasts to let users build a highly personalized，lean-back radio experience.
Like Pandora does with music，Stitcher builds smart radio stations based on your preferences，which are based on your listening history and the familiar thumbs updown tapping.It's great.Stitcher features content from CNN，NPR，BBC，Fox News and a host of providers large and small.
How it's looking forward
Earlier this year，Stitcher Radio announced a partnership with Ford，who will build the service （along with Pandora） directly into its new cars.Smart.
Pandora
This one might seem obvious，but Pandora has stayed on top of the personalized internet radio market for years，despite challenges by everyone from Last.fm to Spotify.
Pandora's Music Genome Project provides some of the smartest semi-automated music recommendations out there.It doesn't yet rival the brain of a real music tastemaker，but it's getting there，thanks in large part to the human intelligence that heavily fuels Pandora's algorithm.
How it's looking forward
Like Stitcher Radio，Pandora is finding its way into new cars.It's also begging Congress to rethink the unbalanced artist royalty payments that internet radio providers pay.
Spotify
Not so long ago，you wouldn't have associated Spotify with
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