WhenRupertMurdochseesbeamsoflightintheAmericanadvertisingmarket, itisnotnecessarilytimetoreachforthesunglasses. LastOctober, whentheimpactofSeptember 11thwasonlybeginningtotell, thebossofNewsCorp, amediagroup, hadalreadyidentified “strongraysofsunshine”. Withadsalesstilllanguishing, Mr. Murdochdeclaredlastmonththat “therearesomehintsofamodestupswingintheU.S. advertisingmarkets.” Hisearlyoptimismturnedouttobemisplaced. Now, however, otherindustryobserversarebeginningtoagreewithhim.
Advertisingusuallyexaggeratestheeconomiccycle: fallingsharplyandearlyinadownturn, andreboundingstronglyoncetheeconomyhasbeguntorecover. Thisisbecausemostmanagersprefertotrimtheiradbudgetsratherthantheirpayrolls, andrestoresuchspendingonlyoncetheyfeelsurethatthingsarelookingup. Lastyear, America'sadmarketshrankby 9.8%, accordingtoCMR, aresearchfirm. Althoughadspendinghasnotyetrecoveredacrossallmedia, someanalystsnowexpectoveralladspendingtostarttogrowinthethirdquarter.
Thesignsofimprovementarepatchy, however. Adspendingonradioandtelevisionseemstobeinchingup—advertisingonAmericannationalradiowasup 2% inJanuaryonthesameperiodlastyear, accordingtoAegis—whilespendingonmagazinesandnewspapersisstillweak. Evenwithinanyonemarket, therearehugedifferences; justpickupacopyofoneofthenow-slimlinehigh-techmagazinesthatoncebulgedwithads, andcompareitwiththeheftycelebrityorwomen'stitles. Advertisersinsomecategories, suchasthetravelindustry, arestillreluctanttobuyspaceorairtime, whileothers, suchasthecarandmoviebusinesses, havebeenbolder. ThewinterOlympics, heldlastmonthinSaltLakeCity, hasalsodistortedthespendingonbroadcastadvertisinginthefirstquarter.
Nonetheless, thereisanunderlyingpattern. Onemeasureisthebookingofadspotsfornationalbrandsonlocaltelevision. ByearlyMarch, accordingtoMr. Westerfield'sanalysis, suchbookingsweregrowingfastacrosseightoutofthetoptenadvertisingsectors, ledbythefinancialandmotorindustries. UBSWarburgnowexpectsthe “upfront” market, whichstartsinMaywhenadvertisersbookadvanceadspotsontheTVnetworksforthenewseasoninSeptember, tobeup 4% onlastyear. Onsomeestimates, evenonlineadvertisingcouldpickupbytheendoftheyear.［419 words］
11. Whatdoestheauthormeanby “itisnotnecessarilytimetoreachforthesunglasses” (Para.1)?
［A］ Thesunshineisnotterriblystrong.
［B］ Itisnotgoodtimetodevelopadvertising.
［C］ Thereisnoneedtoworryabouteconomynow.
［D］ Therealeconomicrecoveryhasyettotakeplace.
12. Mr. Murdoch'searlymarketestimationseemstobe_________ .
［A］ exaggeratingthesituation ［B］ beingtoocautious
［C］ underestimatingthedevelopment ［D］ probablydescribingthereality
13. Whichofthefollowingistrueaccordingtothe
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| 重点单词 | 查看全部解释 | |||
| sensitive | ['sensitiv] | 想一想再看 adj. 敏感的，灵敏的，易受伤害的，感光的，善解人意的 |
联想记忆
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单词sensitive 联想记忆： sense感觉+itive表形容词，“…的”→敏感的 |
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| exaggerate | [ig'zædʒəreit] | 想一想再看 v. 夸大，夸张 |
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| bulge | [bʌldʒ] | 想一想再看 n. 膨胀，优势，暴增 |
联想记忆
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单词bulge 联想记忆： 读：爆炸－膨胀，鼓起，突起的状态 |
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| optimism | ['ɔptimizəm] | 想一想再看 n. 乐观，乐观主义 |
联想记忆
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单词optimism 联想记忆： optim最好+ism表示“各种主义，宗教”→乐观主义 |
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| underlying | [.ʌndə'laiiŋ] | 想一想再看 adj. 在下面的，基本的，隐含的 |
联想记忆
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单词underlying 联想记忆： under下，lying（adj 躺着的）：基础的 |
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| overall | [əuvə'rɔ:l] | 想一想再看 adj. 全部的，全体的，一切在内的 |
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| particular | [pə'tikjulə] | 想一想再看 adj. 特殊的，特别的，特定的，挑剔的 |
联想记忆
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单词particular 联想记忆： part部分+icuar有…的→有自己的部分→特别的；各自的 |
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| reluctant | [ri'lʌktənt] | 想一想再看 adj. 不情愿的，勉强的 |
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| restore | [ri'stɔ:] | 想一想再看 vt. 恢复，修复，使复原 |
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| analysis | [ə'næləsis] | 想一想再看 n. 分析，解析 |
联想记忆
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单词analysis 联想记忆： lysis分开－分析 |