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【单选题】
According to the author, Big Media（）
A. has the power to dominate the entertainment industry
B. has nothing to its merits but sheer size
C. has proved to be suffocating to other media companies
D. has earned enough profits to show off its merits
A.
Mourning the death of one of its own is perhaps the entertainment industry’s most time-honored traditions. After an agonizing and prolonged decline, the long-suffering Vertically Integrated Media Conglomerate passed away.
B.
It’s an idea that was born when Time Inc. merged with Warner Communications Corp. in , to form Time Warner. It endured as the industry’s prevailing business model for nearly a generation, spawning such clones and mongrel breeds as Viacom, News Corp and GE’s NBC Universal. The vertically integrated media conglomerate was—or was supposed to be—many amazing things, giving a handful of companies unprecedented power over the media—and the chance to earn outsized profits in the process. But its defining characteristic was its sheer size, earning it a fitting nickname. Big Media.
C.
But the theory behind the strategy relied on more than size. Housed under one roof, a single Big Media entity would control the means of producing and distributing media content, from magazine and books to television shows and movies, from cartoons and theme parks to sports franchises and the cable networks that carry the s to recorded music labels and music publishers. In Time Warner’s prototype of the model, it would control everything from the first letter of a Time magazine story or Warner Books novel to the last alphabet of the credits at the end of a Warner Brothers flick or HBO series based on the magazine story or the book division’s fiction. For a time, Time Warner boasted a wide array of media assets.
D.
No more. On April 29, in a filing with the Securities and Exchange Commission, Time Warner CEO Jeff Bewkes officially announced the death of Big Media. Having sliced off Warner Music Group a few years ago and Time Warner Cable this year, Bewkes notified the SEC that he intended to soon spin off AOL—its greatest expansionary effort to achieve media greatness, a move that proved lethal. And now, even the corporate namesake, the magazine company Time Inc., has a funereal atmosphere about it.
E.
The entertainment industry is only the latest in which the idea of vertical integration failed to live up to its promise. Consider the experiences of the auto industry. Henry Ford was a huge believer in the concept. His River Rouge plant, which once built the Model A, had its own electricity plant and its own mill for turning iron ore into steel; the vast majority of the components that went into its cars were made onsite. Over time, however, this soup-to-nuts strategy came to be seen as inefficient, companies could obtain better prices and more flexibility by dealing with a competing band of outside suppliers. Over time, once vertically-integrated companies like Ford and General Motors have spun off their internal supply division to form standalone companies, in an attempt to try to create the flexible, leaner supply chains created by Honda and Toyota.
F.
So what was Big Media’s legacy It’s bad form, of course, to speak ill of the departed, but the model has left mostly a negative mark on the media landscape and corporate America.
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【单选题】Mr. Murdoch’s early market estimation was（） A. exaggerating the situation B. being too cautious C. underestimating the development D. probably describing the reality
A.
When Rupert Murdoch sees beams of light in the American advertising market, it is not necessarily time to reach for the sunglasses. Last October, when the impact of September 11th was only beginning to tell, the boss of NASCAR, a media group, had already identified " strong rays of sunshine". With ad sales still languishing, Mr. Murdoch declared last month that " there are some hints of a modest upswing in tile US advertising market". His early optimism turned out to be misplaced. Now, however, other industry observers are beginning to agree with him.
B.
Advertising usually exaggerates the economic cycle, falling sharply and early in a downturn, and rebounding strongly once the economy has begun to recover. This is because most managers prefer to trim their ad budgets rather than their payrolls, and restore such spending only once they feel sure that things are looking up. Last year, America’s ad market shrank by 9. 8% , according to CMIR, a research firm. Although ad spending has not yet recovered across all media, some analysts now expect overall ad spending to start to grow in the third quarter.
C.
The signs of improvement are patchy, however. Ad spending on radio and television seems to be inching up—advertising on American National Radio was up 2% in January on the same period last year, according to Aegis—while spending on magazines and newspapers is still weak. Even within any one market, there are huge differences; just pick up a copy of one of the now-slimline high-teeh magazines that once bulged with ads, and compare it with the hefty celebrity or women’s titles. Advertisers in some categories, such as the travel industry, are still reluctant to buy space or airtime, while others, such as the car and movie businesses, have been bolder. The winter Olympics, held last month in Salt Lake City, has also distorted the spending on broadcast advertising in the first quarter.
D.
Nonetheless, there is an underlying pattern. One measure is the booking of ad spots for national brands on local television. By early March, according to Mr. Westerfield’s analysis, such bookings were growing fast across eight out of the top ten advertising sectors, led by the financial and motor industries. UBS Warburg now expects the " upfront" market, which starts in May when advertisers book advance ad spots on the TV networks for the new season in September, to be up 4% on last year. On some estimates, even online advertising could pick up by the end of the year.
【单选题】Which of the following may best describe the tone of the last paragraph of the passage ？（） A．Humorous. B．Impersonal. C．Indifferent. D．Sentimental.
A.
The study of ecology is important for everyone who cares about our world. Air, water, and land -- we would not live without any of these. But what do we mean by land It is the earth beneath our feet, wherever we are. It is mountains and plains. It is wide fields for growing com and wheat. Or it may be an airfield or a parking lot or a highway or a whole city -- land covered with cement, asphalt, and buildings. Land is the solid part of the Earth.
B.
Land is the soil plants grow in. That is the most important things about the land -- it is the place where green plants grow. Without green plants there would be not life on Earth. Green leaves make oxygen. All of us -- ants, elephants, people, every living creature -- must have oxygen to stay alive. We breathe in oxygen and our bodies use it. Carbon dioxide is formed in the process and we breathe it out. Leaves use carbon dioxide along with water to make food for plants. Then they give off oxygen.
C.
This process has been going on for millions of years. It is part of the pattern of our natural life on Earth. This pattern had changed very little for millions of years before people arrived on Earth. People found ways to improve their lives by changing nature, by trying to make nature fit in with their way of life. Warm houses in winter, electric lights at night, factories to produce our food, our clothes, our gadgets(零用品) -- all this people have accomplished. And we learned to grow more food on the land than nature could grow without our help.
D.
All this is good -- up to a point. But it has gone too far. We have produced too much and we have failed to see what this was doing to our world. We have not understood the ways in which all living things on Earth depend on one another. We ourselves have increased until the sheer numbers of people on Earth have upset the balance of nature.
【单选题】There are a number of (reason) why population (is concentrated) in the regions, but the wide variety and (availability) of animal and vegetable life may be (the most important).（）
A.
reason
B.
is concentrated
C.
availability
D.
the most important
【单选题】Passage One Questions 21 to 25 are based on the passage you have just heard.
A.
They feel delighted.
B.
They feel relaxed.
C.
They feel lost.
D.
They feel confident.
【单选题】58（） A．visitors B．robbers C．owners D．window-shoppers
A.
In 1959 the (41) American family paid $ 989 (42) a year’ s supply of food. In 1972 the family paid $1 311. That was a price (43) of nearly one-third.
B.
Every family has (44) this sort of experience. Everyone agrees that the cost of (45) a family has risen sharply. But there is less agreement (46) reasons for the rise are being discussed. Who is really (47)
C.
Many blame the farmers who (48) the vegetables, fruit, meat, eggs and cheese (49) stores offer for (50) . According to the U.S. Department of (51) , the farmer’s share of the $ 1 311 spent by the family in 1972 was $ 521. This was thirty-one percent (52) than the farmer had received in 1959.
D.
But farmers claim that this increase was very small (53) to the increase in their cost of (54) . Farmers tend to blame others for the sharp (55) in food prices. They particularly blame those who (56) the farm products after the products leave the farm. These (57) truck drives, meat packers, manufacturers of packages and other food containers, and the (58) of stores where food is sold. They are among the "middlemen" who stand (59) the farmer and the people who buy and eat the food. (60) middlemen the ones to blame for food price
相关题目：
【单选题】Mr. Murdoch’s early market estimation was（） A. exaggerating the situation B. being too cautious C. underestimating the development D. probably describing the reality
A.
When Rupert Murdoch sees beams of light in the American advertising market, it is not necessarily time to reach for the sunglasses. Last October, when the impact of September 11th was only beginning to tell, the boss of NASCAR, a media group, had already identified " strong rays of sunshine". With ad sales still languishing, Mr. Murdoch declared last month that " there are some hints of a modest upswing in tile US advertising market". His early optimism turned out to be misplaced. Now, however, other industry observers are beginning to agree with him.
B.
Advertising usually exaggerates the economic cycle, falling sharply and early in a downturn, and rebounding strongly once the economy has begun to recover. This is because most managers prefer to trim their ad budgets rather than their payrolls, and restore such spending only once they feel sure that things are looking up. Last year, America’s ad market shrank by 9. 8% , according to CMIR, a research firm. Although ad spending has not yet recovered across all media, some analysts now expect overall ad spending to start to grow in the third quarter.
C.
The signs of improvement are patchy, however. Ad spending on radio and television seems to be inching up—advertising on American National Radio was up 2% in January on the same period last year, according to Aegis—while spending on magazines and newspapers is still weak. Even within any one market, there are huge differences; just pick up a copy of one of the now-slimline high-teeh magazines that once bulged with ads, and compare it with the hefty celebrity or women’s titles. Advertisers in some categories, such as the travel industry, are still reluctant to buy space or airtime, while others, such as the car and movie businesses, have been bolder. The winter Olympics, held last month in Salt Lake City, has also distorted the spending on broadcast advertising in the first quarter.
D.
Nonetheless, there is an underlying pattern. One measure is the booking of ad spots for national brands on local television. By early March, according to Mr. Westerfield’s analysis, such bookings were growing fast across eight out of the top ten advertising sectors, led by the financial and motor industries. UBS Warburg now expects the " upfront" market, which starts in May when advertisers book advance ad spots on the TV networks for the new season in September, to be up 4% on last year. On some estimates, even online advertising could pick up by the end of the year.
【单选题】Which of the following may best describe the tone of the last paragraph of the passage ？（） A．Humorous. B．Impersonal. C．Indifferent. D．Sentimental.
A.
The study of ecology is important for everyone who cares about our world. Air, water, and land -- we would not live without any of these. But what do we mean by land It is the earth beneath our feet, wherever we are. It is mountains and plains. It is wide fields for growing com and wheat. Or it may be an airfield or a parking lot or a highway or a whole city -- land covered with cement, asphalt, and buildings. Land is the solid part of the Earth.
B.
Land is the soil plants grow in. That is the most important things about the land -- it is the place where green plants grow. Without green plants there would be not life on Earth. Green leaves make oxygen. All of us -- ants, elephants, people, every living creature -- must have oxygen to stay alive. We breathe in oxygen and our bodies use it. Carbon dioxide is formed in the process and we breathe it out. Leaves use carbon dioxide along with water to make food for plants. Then they give off oxygen.
C.
This process has been going on for millions of years. It is part of the pattern of our natural life on Earth. This pattern had changed very little for millions of years before people arrived on Earth. People found ways to improve their lives by changing nature, by trying to make nature fit in with their way of life. Warm houses in winter, electric lights at night, factories to produce our food, our clothes, our gadgets(零用品) -- all this people have accomplished. And we learned to grow more food on the land than nature could grow without our help.
D.
All this is good -- up to a point. But it has gone too far. We have produced too much and we have failed to see what this was doing to our world. We have not understood the ways in which all living things on Earth depend on one another. We ourselves have increased until the sheer numbers of people on Earth have upset the balance of nature.
【单选题】There are a number of (reason) why population (is concentrated) in the regions, but the wide variety and (availability) of animal and vegetable life may be (the most important).（）
A.
reason
B.
is concentrated
C.
availability
D.
the most important
【单选题】Passage One Questions 21 to 25 are based on the passage you have just heard.
A.
They feel delighted.
B.
They feel relaxed.
C.
They feel lost.
D.
They feel confident.
【单选题】58（） A．visitors B．robbers C．owners D．window-shoppers
A.
In 1959 the (41) American family paid $ 989 (42) a year’ s supply of food. In 1972 the family paid $1 311. That was a price (43) of nearly one-third.
B.
Every family has (44) this sort of experience. Everyone agrees that the cost of (45) a family has risen sharply. But there is less agreement (46) reasons for the rise are being discussed. Who is really (47)
C.
Many blame the farmers who (48) the vegetables, fruit, meat, eggs and cheese (49) stores offer for (50) . According to the U.S. Department of (51) , the farmer’s share of the $ 1 311 spent by the family in 1972 was $ 521. This was thirty-one percent (52) than the farmer had received in 1959.
D.
But farmers claim that this increase was very small (53) to the increase in their cost of (54) . Farmers tend to blame others for the sharp (55) in food prices. They particularly blame those who (56) the farm products after the products leave the farm. These (57) truck drives, meat packers, manufacturers of packages and other food containers, and the (58) of stores where food is sold. They are among the "middlemen" who stand (59) the farmer and the people who buy and eat the food. (60) middlemen the ones to blame for food price
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