考研时文阅读16.doc

考研时文阅读（16） The press in recent times has been all about the press. The Murdoch takeover of The Wall Street Journal has dominated the news. Is he a savior or a spoiler? Beyond that, there have been many articles recently about the????? glum future of newspapers. Are they dying? Can the Internet save serious journalism? The fact that these big newspapers have gone public makes things worse as Wall Street has weighed in with????? attacks on the management of The New York Times and their lack of financial performance. Even Warren Buffet has pronounced that the present model------meaning print-----isnt going to work. Being publicly owned puts all the??? focus on the numbers. And when youre trying to improve your numbers to make investors happy, you cut the things??? you should be investing in such as people, promotion and innovation. No one has worked harder to improve the numbers than Donald Graham, the?? CEO of the Washington Post Co.. He was one of the first to aggressively push into the digital world, yet critics say Graham needs to move even???? faster to get the business online. In an effort to recapture young readers, the Post in 2003 started a free weekday newspaper called the Express, which now publishes 185,000 copies a day. Its profitable. A year later the company acquired El Tiempo???? Latino, a Spanish-language weekly. It also publishes five paid-circulation suburban newspapers, 34 free suburban weeklies, 12 military newspapers, and real estate and auto guides. To squeeze a few more dollars out of its presses and trucks, the Post Co. distributes The Wall Street Journal in Washington, and it prints and circulates the local????????? edition of the satirical newspaper The Onion. Yet, despite all this effort, print advertising revenue at the Post is six times that of Internet revenue. Its still?????????? about the paper. Needless to say, all this is one tough marketing problem. Sometimes to solve a problem in one industry you have to study other analogous indust