Reading Comprehension Shot 05

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Reading Comprehension Shot 05

Directions: Read the following passage carefully and answer the
questions given below.
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
Telegraph.co.uk 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 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
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
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
Solution Key
1) Answer: D
Although option (a) is true and is mentioned in 3rd para, it is not the exact
reason.Being 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.
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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