5. A newspaper publisher is recommending that the price of its paper, The Mercury, / G `) D5 }" U, _2 U
be reduced below the price of a competing newspaper, The Bugle. This
' d: U* f$ S& E+ k' \recommendation responds to a severe decline in circulation of The Mercury during the # z1 m. R( E' b% F+ n4 h/ U
5-year period following the introduction of The Bugle. The publisher's line of reasoning
; y1 R5 ?$ s" Z( ~% Y4 s, [4 pis that lowering the price of The Mercury will increase its readership, thereby increasing
/ _" B1 c" r. a5 lprofits because a wider readership attracts more advertisers. This line of reasoning is $ g- E2 K0 x, k" _/ ~3 y6 g
problematic in two critical respects.# V( a) _' [2 X- s, e# D
While it is clear that increased circulation would make the paper more attractive to ) ]% D ]5 ~* m( D
potential advertisers, it is not obvious that lowering the subscription price is the most
; c; y" f8 L, d3 b/ neffective way to gain new readers. The publisher assumes that price is the only factor
! l8 b/ z8 E% T+ \: othat caused the decline in readership. But no evidence is given to support this claim.
2 r2 w$ b5 S7 R* ^1 H% \Moreover, given that The Mercury was the established local paper, it is unlikely that
~$ `% S Z3 k( j6 O8 ~such a mass exodus of its readers would be explained by subscription price alone.) T1 d* M4 Z4 v- K# T
There are many other factors that might account for a decline in The Mercury's
" U9 V5 K1 M% x) i5 _& Epopularity. For instance, readers might be displeased with the extent and accuracy of its : L a/ T) P# g$ d
news reporting, or the balance of local to other news coverage. Moreover, it is possible 5 V( l: e7 D, N/ V
The Mercury has recently changed editors, giving the paper a locally unpopular political 2 x7 w/ |; i. r4 {, ]
perspective. Or perhaps readers are unhappy with the paper's format, the timeliness of
+ D0 e$ @4 @( V/ G. Bits feature articles, its comics or advice columns, the extent and accuracy of its local ! ~7 R0 o* l0 H: p- |- d" ?
event calendar, or its rate of errors.
' w5 g- N! j& g" h In conclusion, this argument is weak because it depends on an oversimplified ' g- A3 _) q: U- \9 K
assumption about the causal connection between the price of the paper and its
# A6 `0 h% Z2 ~. i$ ^% Ppopularity. To strengthen the argument, the author must identify and explore relevant
4 Z; K" o! H6 s1 X$ g6 `' mfactors beyond cost before concluding that lowering subscription prices will increase g! m3 T! J. B0 F. W7 `6 }. Q
circulation and, thereby, increase advertising revenues. |
发表于 2012-8-15 21:50:16
