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and students. Its thick Sunday edition sometimes containing 400 pages and weighing four pounds, finds its way into pace-setting homes across the face of the nation, with at least one-third of the copies going outside New York City. The paper's prestigious leadership audience around the world has long helped to make it not only a great American daily, but also a key member of the world's elite press.

Much of the Times' prestige rests on its excellent in-depth coverage - the best in the nation - of national and international issues and political events. For an important event, its accurate and comprehensive coverage may extend to several pages, include all the main texts and offer numerous sidebar stories. The Times' long-established policy of actively encouraging probing reporters and investigative digging leads to such thoroughness. The paper takes itself seriously and has a right to the pride, almost arrogance, it sometimes exhibits.

The quality and completeness of the Times' international coverage is directly traceable to eyewitness reporting by its large foreign staff. Thirtytwo full-time correspondents work out of 23 bureaus located in the world's strategic centers and another 25 part-timers complete the paper's worldwide coverage network. In addition, the New York Times may be the only newspaper to take all five major international wire services - AP, UPI, Reuters and AFP.

Although the arch-rival Washington Post has outshone the Times in thorough coverage of Washington politics on several occasions in recent years, generally speaking the Times still has better total national coverage.

While most commentators speak of the Times' size, thoroughness and complete coverage, there is no doubt that the general quality of its journalism ranks with the world's best. While it is not as unpretentiously interesting in its prose as the London Times, not as well documented as Le Monde and not as scholarly and serious as Switzerland's Neue lurcher Zeitung, it does go further in combining the worthy characteristics of all these great papers than any other daily.

Задание 20. Домашнее задание: переведите данный ниже текст, составьте план текста и подготовьте его пересказ.

Sunday Newspapers – World's Largest

By far the bulkiest newspapers published anywhere are the Sunday editions of American metropolitan newspapers. These mammoth publications wrapped in sections of coloured comics often contain more than 300 pages, nearly 4 pounds of reading matter covering everything from the

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current world crisis to interior decorating advice, theatrical notices, baseball scores, and weekly television logs.

There are two dozen such Sunday newspapers in the United States with 500,000 or more circulation, and five with more than a million.

Even these mammoth figures, however, are greatly exceeded by the circulation of several English Sunday papers, printed in London and distributed throughout the British Isles.

The Sunday paper is designed for family reading and is distinguished from the daily editions by two elements: a huge feature "package" and bulk retail advertising. As a medium for late spot news, the Sunday paper is less important than the daily editions because relatively less news occurs on Saturday (which it is covering) than on weekdays. Much of the material in the news sections is of a feature and background nature, stories for which there is no space in the smaller daily editions. Many newspapers print part of their Sunday editions well in advance because of the difficulties of printing such huge issues on the available press' equipment on publication date. Stripped-down, predate versions of the New York Sunday tabloid, containing the coloured comics and magazine features, are distributed to rural areas across the United States several days before publication day.

The Sunday editions of most newspapers have substantially larger circulation than the daily editions and sell for a higher price, sometimes more than double. Publishing a Sunday paper is a very expensive operation because of the heavy costs involved in buying the coloured comics and nationally syndicated magazine inserts and in preparing the abundance of locally created feature material, such as the weekly television log and the staff-edited local magazine feature section. Newsprint costs on bulky papers are very high. Many smaller newspapers find such a publishing effort unprofitable, especially since they must compete against the metropolitan editions which are distributed over very wide circulation zones. As a result the Sunday field is dominated by the big-city newspapers which can afford to enter it; for most of them it is very lucrative, providing a substantial share of their annual profits.

Department stores have found Sunday editions to be one of their most effective selling tools. The paper is read at home in leisurely surroundings, and almost every member of the family pursues at least one part of the edition as it is scattered around the living-room floor. So the stores put a heavy share of their advertising budget into the Sunday edition, often taking multiple pages or even entire eight-page sections to publicize their wares.

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From: Introduction to Mass Communication by Edwin Emery

Задание 21. Объясните своими словами, о чем говорится в данном ниже тексте. Сделайте вывод об убедительности приведенных

втексте доводов. Выразите собственное мнение по данному вопросу

встиле, приближенном к научному.

Why Newspapers Keep Dying?

Death Notice

On Wednesday, July 12, 1972, the Washington Daily News, at the age of 50, after a lingering illness. Survivors are the Evening Star, married to the News, July 12 at a deathbed ceremony, and the Washington Post. In lieu of flowers, the family requests jobs and contributions to the 600 former employees of the deceased.

Why do newspapers die? And why have competing papers been dying at an alarming rate since World War I?

The death of a newspaper is peculiar. There is a lot of romantic bunk about journalism. But it is a special business in an industrial age, the only major mass-produced industry with an intellectual product that has each time handcrafted and redesigned every day. It involves its creators in ways almost no other industry can so that the emotional shock of loss or separation is unique. For readers who liked or loved it, the loss of a paper can be like the death of a favourite relative.

But competitive newspapers fail for very unsentimental reasons. They suffer a terminal disease that has killed almost every face-to-face daily competition in the country. When death comes, a standard corporate requiem of "rising costs" and "unrealistic labour demands" is recited by the owners, and there are charges by employees and readers of callousness and conspiracy on the part of the cold-hearted villains who used the paper as a mere money-maker instead of a community institution.

It is true that costs are rising and it is true that there have been coldhearted villains in the business. Frank Munsey was one of the early discoverers of how to make money killing newspapers and when he died in 1925 one of the great men in American journalism, William Allen White, wrote a classic obituary in the Emporia (Kan.) Gazette:

"Frank Munsey, the great publisher, is dead. Frank Munsey Contributed to the journalism of his day the great talent of a meat packer, the morals of a money changer, and the manners of an undertaker. He and his kind have about succeeded in transforming a once noble profession into a 8

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per cent security. May he rest in trust."

PART III. ГАЗЕТНЫЕ МАТЕРИАЛЫ ДЛЯ САМОСТОЯТЕЛЬНОГО АНАЛИЗА

Методические указания для выполнения общих заданий к текстам

!!! Общие задания выполнить гораздо проще, если предварительно сделать упражнения, данные после каждого текста.

Общие задания к текстам:

1.Выпишите из каждого абзаца по 4–5 словосочетаний. С помощью словаря определите их значение, выпишите, если необходимо, транскрипцию слов.

2.Какие из словосочетаний являются грамматическим центром предложений, а какие – сочетаниями существительных с определениями? Какие из словосочетаний являются для данного текста ключевыми?

3.Постройте логическую схему текста, используя ключевые слова и словосочетания.

Образец

From Ancient Times

Some people may think that planned economic management originates processes dated back to ancient days.

The sources of management are rooted in antiquity. For instance, the Egyptian pyramids could not have been built without directing the joint labour of the tens of thousands of their builders. Similarly, without management, the construction and operation of ancient irrigation systems would have been impossible.

Generally speaking, any joint work on any more or less large scale needs management. A building or production team must have its team leader; an orchestra - the conductor; a military unit - the commander. This is all the more true of the collective work in a modern enterprise, in a firm.

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large companies have Business Plan which is updated each year but very few small companies have one.

Without a Business Plan, it is very difficult to succeed in business. These days it is almost impossible to obtain any form of financial assistance from a bank without a fully worked-out Business Plan.

Usually a Business Plan starts with an executive summary which gives the main points and conclusions of the Plan so that a reader might be given the “gist” of the Business Plan very quickly without having to read everything.

Then a description of the company usually comes. It says how the company began, what it is called and what it is in business to do. Many companies find it useful to have a written “mission statement” so that everyone knows what it is trying to do. This section may also contain descriptions of such things as the company’s recruitment policy. It is also wise, here, to mention the location of the company and to explain why it was located in that particular place and whether it has gained any benefits from it…

companies

Economics

Задание. Прочитайте и переведите текст. Выполните предложенные ниже упражнения, а затем сделайте общие задания к текстам, внимательно прочитав методические указания к их выполнению (см. стр. 43).

Crashes are generally said

to be salutary reminders of the old wisdom that markets can fall as well as

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rise. Market commentators habitually berate investors for forgetting this "lesson" later on. But the lesson many people learnt from 1987 is not, in truth, that markets can fall. It is rather that the consequences of a crash do not need to be calamitous, and will probably be only temporary. As the folk memory of 1987 displaces the folk memory of 1929, the popular fear of shares seems therefore to be fading.

The trouble is that the apparent lesson of 1987 - that crashes can be free of pain - is not the only thing that has added to equities' lustre in the decade. That lesson has absorbed at the same time as two other big changed have helped boost demand.

One change is demographic: the large bulge in the number of affluent people in the rich world who are now between the ages of 40 and 60, and who possess a vast pool of personal savings looking for a profitable home. In the past decade, millions of people who had never before done so have invested in the stock market through mutual funds and other instruments, instead of in cash or bonds, and have profited mightily from their decision. The other change is globalisation, and the opportunity this has given to the rich world's savers to spread their risk and increase their returns by investing in the fast-growing economies of Latin America, Asia and Eastern Europe. There could hardly be a happier coincidence. Or could there?

One reason to feel less sanguine about this week's anniversary is the growing misunderstanding of the real benefits of globalisation. Instead of being seen as an opportunity to diversify investment and therefore to spread risk, globalisation has lately become muddled up with the so-called "new paradigm" in America - the seductive doctrine, verging on clap-trap, that says that inflation is dead, that old economic laws have been repealed and that America's stock markets can therefore keep on growing indefinitely at their present rate. On this view, emerging markets are being seen less as attractive investment opportunities, more as a reason to believe that the globalisation of labour and product markets can forever stop workers and firms from raising wages and prices.

It is hardly surprising that emerging markets have recently lost some of their appeal as means of diversifying risk. Since their peak in 1993, when their share prices jumped by an average of 75%, bad news has marched through most of these new markets.

In 1994-95 the collapse of the Mexican peso lowered returns from most of Latin America, and recent months have toppled one currency after another in East Asia. Several of Eastern Europe's currencies now look

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vulnerable too. As a group, over the past dozen years, emerging stock markets have under-performed Wall Street. In principle, this does invalidate the case for investing in these markets in order to reduce overall risk. In practice, it is yet another reason why, having digested what they think is the lesson from a decade ago, investors are now in grave danger of driving Wall Street far too high.

For a second, bigger, reason to worry is that the apparent lesson of 1987 is wrong: crashes are hardly ever benign. It is true that the crash of 1987 did little lasting damage. But a stock-market slump in Japan in 1990 knocked the stuffing out of its banks and led to a period of stagnation from which it has still to emerge.

The crash of 1987 was relatively painless because, unlike the Bank of Japan, the American Fed moved quickly to reassure banks and stave off a slump in investment and demand by easing monetary policy.

At today's valuations a similar drop in New York would destroy some $2 trillion of wealth. There is no guarantee; if this happened that the Fed would be able to repeat its damage-averting trick in the present looser monetary conditions without setting fire to inflation. In that case, history would repeat itself as tragedy, and plummeting investors would find no helpful coil of elastic wrapped around their feet.

Упражнение 1. Ответьте на вопросы:

1.What was the striking thing about the crash of 1987?

2.What are crashes generally considered to be?

3.Why are new markets not so appealing?

4.Why was the crash of 1987 relatively painless?

Упражнение 2. Переведите следующие выражения, найдите их в тексте.

Stock market crash; interest rate; to berate smb for ..., to boost demand; a vast pool of personal savings; mutual; fund; in cash or bonds; to profit from; to increase smb's returns; to feel less sanguine; to diversify risk; to lower returns; to topple one currency after another; to invalidate the case; to knock the stuffing out of its banks; to reassure banks, to present looser monetary conditions.

Упражнение 3. Постройте предложения из данных ниже слов:

1)trouble / apparent lesson / thing / equities / lustres / decade;

2)change / globalisation / opportunity / savers / risk / returns / investing / fast growing economies;

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3)reason / sanguine / anniversary / misunderstanding / benefits / globalization;

4)emerging markets / appeal / diversifying risk;

5)invalidate / investing / markets / reduce risk;

6)crash of 1987 / painless / American Fed / reassure banks / stave off/easing monetary policy;

7)valuations / drop / destroy / wealth;

8)Crashes / salutary reminders / wisdom / markets / fall / rise.

Упражнение 4. Выучите данные ниже слова и словосочетания, подготовьтесь к диктанту. Определите взаимосвязи обозначенных ими понятий.

Упражнение 5. Переведите:

1. Many slang words have short currency. 2. The rumour soon gained currency. 3. Do not give currency to idle gossip.

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Упражнение 6. Переведите:

1. She went shares with me in the business. 2. Let me go shares with you in the taxi fare. 3. What share did you have in their success? 4. You must take your share of the blame. 5. You are not taking much share in the conversation. 6. £1 shares are now worth £1.75. 7. The Financial Times shares index went down five points yesterday. 8. He would share his lost pound with me. 9. He hated having to share the hotel bedroom with a stranger. 10. I will share in the cost with you. 11. She shared (in) my troubles.

Упражнение 7. Найдите во второй колонке определения для понятий, данных в первой:

1. We invested in a new washing machine. 2. The military governor has been invested with full authority. 3. The old ruins were invested with romance. 4. By careful investment of his capital he obtained a good

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