新东方老师给大家分享2018考研英语同源阅读，希望对大家有所帮助！

2018考研英语同源阅读

News consumption in the United Kingdom rose by 20 percent in the past three years—an increase driven almost entirely by people under the age of 35. Two-fifths of those in this age group said they felt the need to be the first to hear the news. This need for immediacy is reflected in younger news consumers’ choice of media: they overwhelmingly prefer to get their news from television and the Internet. While television remains the most popular medium across all age groups, only the behavior of consumers 55 and older prevented the Internet from jumping from fourth in 2006 to become the second most popular news source today. Instead, the Internet is now in third place, just behind newspapers.

These findings underline the challenges that lie ahead for newspapers, that are struggling to address long-term circulation and advertising declines caused mainly by the growth of online news consumption and Internet advertising. Some newspapers are eyeing differentiated and innovative revenue models for their online content. But we found that while there is modest potential to increase online revenues, they will be insufficient to compensate for the decline of print.

One finding does suggest a potential revenue opportunity: newspapers have an important inherent advantage as they face the challenges of the digital age—trust. Consumers trust newspapers more than any other medium, and 66 percent describe newspaper advertising as “informative and confidence inspiring,” compared with only 44 percent for TV and 12 percent for the Web. This suggests that newspapers have further scope to go beyond news, to drive reader interest and advertising revenues at the same time. Leading newspapers have already created specialized pages and sections in areas such as entertainment, eating out, travel, and personal finance. The combination of editorial content, ads, and selected commercial offers benefits advertisers and is of practical use to readers.

A few publications are going one step further, moving from just selling ad space to taking a role in transactions between advertisers and consumers in these and other areas. Opportunities present themselves for publishers to drive up revenues for their print as well as online versions by becoming trusted intermediaries. They can, for example, use their call centers to administer bookings for advertised offers to test-drive new car models.

To survive in the digital age, newspapers will need to develop deeper skills—for example, in managing advertiser relationships and gaining customer insights—and they must walk a fine line to retain editorial independence and quality to capture these opportunities. But for those who get it right, the rewards could be significant.

【词汇突破】 （标有*号的词汇为超纲词）

consumption /kEn5sQmpFn/ n. 消费；消费量：Annual consumption of wine has risen from five to eleven litres per head. 葡萄酒的人均年饮用量已从5升增加到11升。

*immediacy / I5mi:diEsi/ n. 即时性

overwhelmingly /7EUvE5welmINli/ adv. 压倒性地：Residents voted overwhelmingly in support of the plan. 居民以压到多数的投票支持这一计划。

circulation /7s\:kjU5leIFn/ n. 发行量：The magazine had a large circulation. 这份杂志销量很大。

revenue /5revEnju: / n. 收入；收益： financial revenue 财务收入

compensate / 5kCmpenseIt/ v. 弥补； 抵消：Nothing can compensate for the loss of a loved one. 失去心爱的人是无法弥补的。

inherent /In5hIErEnt/ adj. 固有的；与生俱来的：an inherent distrust of foreigners 天生对外国人的不信任

informative /In5fR:mEtIv/ adj. 提供大量资料或信息的：The survey proved most informative. 这项调查证明其提供了非常丰富的信息。

scope /skEUp/ n. 范围； 领域：This subject is outside the scope of our inquiry. 这个问题不在我们探讨的范围之内。

editorial /7edI5tR:rIEl/ adj. 编辑上的； 社论的：the paper’s editorial column 报纸的社论栏

transaction /trAn5zAkFn/ n. 交易：The system records all transactions between the firm and its suppliers. 这一系统记录公司与供应商之间的所有交易。

*intermediary /7IntE5mi:dIEri/ n. 中间人

walk a fine/thin line 小心行事；在两者之间保持平衡：He was walking a fine line between being funny and being rude. 他是在幽默和粗鲁之间走钢丝。

【句式分析】

These findings underline the challenges that lie ahead for newspapers, that are

    主语      谓语       宾语          定语从句1        定语从句2

struggling to address long-term circulation and advertising declines caused mainly by

                          定语从句2

the growth of online news consumption and Internet advertising.

定语从句2

本句的主干结构为These findings underline the challenges...，其后的that lie ahead for newspapers为定语从句修饰the challenges，意为“报业正遭遇的种种挑战”，后面的that are struggling to... and Internet advertising为定语从句修饰newspapers，意为“在线新闻消费和网络广告的兴起令一些报纸正面临着长期发行量和广告量下降的困境”，在该定语从句中， that作从句的主语，caused mainly by... and Internet advertising 是过去分词短语作后置定语修饰declines。

【全文翻译】

在过去的三年时间里，英国的新闻消费增长了20%，而这几乎是完全由35岁以下的人推动。这个年龄群组中五分之二的人表示有必要第一时间获取新闻。这种即时获取新闻的需求体现在年轻一代新闻消费者对媒体的选择上：他们中的绝大多数更热衷于通过电视和互联网获取新闻。在所有年龄段的人群中，电视仍然是最受欢迎的，然而，目前55岁及以上的老人对新闻的消费行为却阻止了互联网在最受欢迎的新闻来源中由2006年的第四名跃居到第二名。现在，互联网紧跟报纸之后，排名第三。

所有这些发现都突显出报业正面临的种种挑战——在线新闻消费和网络广告的兴起，报纸正面临着长期发行量以及广告量下降的困境。虽然有些报纸正着眼于通过网络内容，开拓与众不同且具有创新性的收益模式，但我们发现增加网络收益的潜力相当有限，不足以弥补报纸销量下降带来的损失。

然而，一个新的发现的确为报业提供了一个潜在的收益机会：面对数字时代的挑战， 报纸拥有其独特的优势——信任度高。与其他媒介相比，消费者更信任报纸，66%的人将报纸广告描述成“信息量充足、值得信赖”，与之相比，只有44%的人相信电视广告，12%的人信任网络广告。这表明，报纸在新闻之外，还有更为广阔的空间，从而在激发读者兴趣的同时提高广告收益。一些主流报纸已经开辟了特色版面和专栏，涉及娱乐、饮食、旅游和个人理财等内容。报纸评论、广告和精选商业资讯的结合不仅对广告商有利，而且对读者来说也非常实用。

还有一些出版物更是走在了行业前沿，从仅仅出售广告位发展到在不同领域的广告商与消费者的交易之间充当一定的角色。大好机会就展现在出版商眼前——通过成为令人信赖的中间人，他们可以提高报纸印刷品以及网络版本所带来的收益。例如，他们可以利用客服中心来管理申请广告商提供的试驾新车型的电话预约。

如果想在数字时代生存下来，报业就得发展其更深层次的技能，例如，处理好与广告商的关系以及获得消费者认可，当然他们还必须在保持报纸编辑的独立性和严抓报纸质量之间努力平衡，以此来抓牢这些机会。而只要报纸能正确地处理上述问题，回报将是非常可观的。