请帮我翻译一下Media ChoicesMedia ChoicesHere are the pluses and minuses of major media as advertising vehicles：Newspapers Here are the pluses and minuses of major media as advertising vehicles. Newspaper readers are predisposed to consid

请帮我翻译一下Media ChoicesMedia ChoicesHere are the pluses and minuses of major media as advertising vehicles：Newspapers Here are the pluses and minuses of major media as advertising vehicles. Newspaper readers are predisposed to consid
请帮我翻译一下Media Choices
Media Choices
Here are the pluses and minuses of major media as advertising vehicles：
Newspapers
Here are the pluses and minuses of major media as advertising vehicles. Newspaper readers are predisposed to consider information in advertisements seriously. Studies show that people,when ready to buy,look more to newspapers than to other media. Because newspapers are tangible,readers can refer back to advertisements just by picking up the paper a second time. which is not possible with ephemeral media like television and radio. Coupons are possible in newspapers. Newspaper readers tend to be older,better educated and higher earning than television and radio audiences. Space for newspaper ads usually can be reserved as late as 48 hours ahead, and 11th-hour changes are possible.
However,newspapers are becoming less valuable for reaching young adults. To the consternation of newspaper publishers,there has been an alarming drop in readership among these people in recent years,and it appears that,unlike their parents,young adults are not picking up the newspaper habit as they mature.
Another drawback to newspapers is printing on newsprint,a relatively cheap paper that absorbs ink like a slow blotter. The result is that ads do not look as good as in slick magazines. Slick, stand-alone inserts offset the newsprint drawback somewhat, but many readers pull them out and discard them first thing when they open the paper. Also,most people use their newspaper to wrap the garbage or line the bird cage within a day or so,which means that,unlike magazines,there is not much opportunity for readers to happen across an ad a second or third time.

请帮我翻译一下Media ChoicesMedia ChoicesHere are the pluses and minuses of major media as advertising vehicles：Newspapers Here are the pluses and minuses of major media as advertising vehicles. Newspaper readers are predisposed to consid
媒体理论家Marshall McLuhan所描述的报纸和他们的读者之间热切的关系吸引着广告人.报纸读者倾向于认真地考虑广告提供给他们的信息.研究表示,当那些人打算买一件东西的时候,更多的是从报纸上搜寻信息.因为报纸是有形的,读者只需要再次拿起就能再一次查阅广告.那些不能永久保持广告的媒体,像电视机、收音机所做不到的是,折扣券可以附在报纸中.报纸的读者群比起电视观众和收音机听众,更年长,受过更好的教育,收入也更高.报纸的广告空间通常能被保持到48小时,而且11小时内可以更改.
然而,报纸在年轻人群中的价值正在降低.令报纸出版者惊愕的是,近几年来,年轻读者的数量出现了令人担忧的下降势头,而且这看来不像他们的父母,他们并没有随着自己越来越成熟而养成读报纸的习惯.
报纸的另外一个缺点是新闻用纸的印刷.在一张像一个慢性吸墨纸一样吸收墨水的廉宜的纸上印刷的结果就是,报纸上的广告看起来没有印在纸张光滑的杂志上那么漂亮.报纸中夹入光滑的广告页面在一定程度上弥补了报纸的这个缺点,但是很多读者打开报纸的第一件事就是取出那些制作精美的广告纸把他们扔掉.同时,很多人在一天之内就用报纸包装垃圾或者排成一行鸟笼等等,这就意味着,报纸不像杂志,读者基本上没有机会第二遍甚至第三遍读到同一则广告.
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