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发表于 2009-5-30 23:37:14
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Argument 173
The publisher of the Magazine, Newsbeats asserts that to maximize sales of the magazine, they should decrease its emphasis on international news and refrain from displaying such stories on its covers. To support this conclusion the publisher points out that the magazine's poorest-selling issues during the last three years have been those with cover stories on international events, and during same period the number of international cover stories appearing in other news magazines has decreased. In several aspects, the evidence has little support for the conclusion.
First of all, the fact that the poorest selling during the last three years were those with international cover stories could be explained in a variety of factors. Perhaps the international events broadcasted in the magazines are not as interesting themselves. Or perhaps the style in which the magazine dictates the international issue rather is not as subjective to attract conventional readers. If so, the publisher's assertion on the relationship between cover stories and selling records would be arbitrary when those events are more interesting or stories are composed in a more impersonal manner to stimulate the sales. In short, without ruling out other possible factors that influenced the sales, the publisher cannot justifiably conclude that international covers were the cause of the relatively poor sales.
Secondly, the publisher tries to support its view by mentioning competing news-magazines’ act in decreasing the number of cover stories that devote to international news, yet it fails to indicate whether those magazines experienced an increase or a decrease after the act. It is possible, for instance, that other magazines experienced declining sales for issues focusing only on domestic news. If so, the publisher's attempt in convincing the readers would make little sense. Conversely, if the other magazines experienced the same correlation between cover stories and sales record, the fact would give more considerable support the conclusion.
Thirdly, the memo cites increasing costs of maintaining international bureaus as an additional reason to decrease the focus on international news. While it dose lend support to the publisher’s conclusion, it ignores the possible benefits in maintaining the international bureaus. If other magazines de-emphasize international coverage due to similar reasons, Newsbeat might stand out for it's the only one covering international news, which additionally stimulates the sales in great amount. Thus, it would be too hasty to implement the publisher's suggestion without enough outlooks into the future.
In sum, the memo is unconvincing as it stands. To strengthen the assertion, the memo must give a definite relationship between the poor sales and international covers by filtering all other possible contributions. To better support the assertion that Newsbeat should de-emphasize international news, we need to know what changes in sales volume other news magazines experienced by de-emphasizing international news. Besides, we should also be informed with the possible impact to other magazines when bureau costs in international news increase. |
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