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173The following is a memorandum issued by the publisher of a newsmagazine, Newsbeat, in the country of Dinn.
'Our poorest-selling magazine issues over the past three years were those that featured international news stories on their front covers. Over the same period, competing news-magazines have significantly decreased the number of cover stories that they devote to international news. Moreover, the cost of maintaining our foreign bureaus to report on international news is increasing. Therefore, we should decrease our emphasis on international news and refrain from displaying such stories on our magazine covers.'
Faced with the fact that the sales volume of Newsbeat's magazine issues which featured international news stories over the past three years is the worst and its rivals, in the meantime, have decreased the number of international news as its cover stories remarkably, the publisher of Newsbeat attributed the failure to the front covers with international news. In addition, the increasing cost of maintaining their foreign bureaus to report on international news seems to make the matter worse. Thus, the factors induce the author to make his decision to decrease their emphasis on international news and refrain from displaying such stories on their magazine covers. The author's analysis, on the surface, appears reasonable. However, it proves not on reflection.
First and foremost, it's presumptuous to own the poor sales to the front covers of international news regardless of other possibilities. Although it is admitted that front covers indeed make a difference to a magazine, what really matters is its content. Maybe the international news stories which were chosen as the front covers didn¡¯t' keep abreast with the current affairs, or insightful analysis didn't be given to the audience even though the international news selected catered for the masses or other issues were very disappointing despite that the cover and its content stood out. Only by comparing the sales volume of magazines which featured international news stories on their front covers with other counterparts can we make it clear whether it is international news as front covers that makes the magazine suffer the loss.
With respect to news-magazines, there is no evidence to show it's sensible for Newsbeat to follow its competitors. The information in the memorandum doesn't explain news-magazines¡¯ reasons to reduce the number of cover stories that they devote to international news. If their measurements were taken for their transition when some of they found they couldn't make progress in the field of reportage of international news, because of reserve for drought or something else rather than the same situation Newsbeat confronted with. Furthermore, even if Newsbeat and competing news-magazines were exposed to the same problems, the statement shows no sign of news-magazines' success. Thus, it's dangerous to imitate others' action when the author blindly believes his rivals are understanding the market trend better.
Moreover, to decrease the emphasis on international news is open to doubt just based on increasing cost of maintaining Newsbeat's foreign bureaus. Before we know whether Newsbeat could profit with higher cost, we can't give up international news. Meanwhile, we have to know whether higher cost was rife to other magazines. If so, Newsbeat could
deal with it more calmly. Besides, Newsbeat must be clear where its advantage over adversaries is. If the answer is international news, this imprudent action will result in a total fiasco to Newsbeat. Hence, it is significant to see clearly the external situation as well as the internal one.
To sum up, the conclusion should be drawn on the premise that other possible causes of the poor sales of international news as its front covers are considered, the reason why competing news-magazines responded to the market with the diminution of international news stories on their covers is found, the outcome of the action is known and the external and the internal situation for Newsbeat is understood thoroughly. Without those, Newsbeat will run a risk of its future. |
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