Real-Life Communication
As a professor at a university, you must communicate clearly, concisely
and accurately. For example, before you teach your classes, you must go over
your lecture and sum up the key points in such a way that you can explain
things in a way that your students can understand.
Other times, you
must be able to read long reports and documents, and pull out the key points
so you can explain them to other people.
And of course, when you propose
research to your research committee, you must be able to explain to the committee
what your research is all about and why you think it is important to do it.
Right
now, someone has sent you a short clipping from a newspaper. You have only
a couple of minutes to read the document, then you must go and tell someone
else what it is about.
Here is the clipping. Please read it quickly.
Advertisers
Now Spend More Online than in Printed Newspapers
For the first
time ever, U.S. advertisers in 2010 spent more online than they did in printed
newspapers. This is according to a new study by eMarketer.
There
has been a trend over the last few years toward advertisers spending more
online than they do in traditional media. Some fear this is a sign that many
print newspapers will eventually go out of business.
eMarketer reports
that newspaper ad revenues (for both their online and print editions) in 2010
will total $25.7 billion (USD). This is slightly less than the $25.8 billion
(USD) that advertisers will be spending elsewhere on the Internet.
The
study also predicts that online display ads will overtake paid search ads
by 2014. Also, online video advertising is predicted to grow at least 34 per
cent each year between now and 2014. It seems the future of advertising is
online.
Now, answer the following questions:
- In one sentence, explain the key message in the document.
- What is a possible consequence of the trend discussed in the article?
- How much did advertisers spend online in 2010?
- By what year are online display ads expected to overtake paid search ads?
- What company completed this study?