单选题
In this age of ad clutter and junk mail, entrepreneurs are
finding that one of the easiest ways to connect with customers is to moonlight
(兼职) as a publisher. Newsletters remind clients you're still there, help spark
repeat business, and sometimes can be used to attract new clients.
Newsletters are certainly catching on. The Standard Periodical Directory
counts more than 4,000 of them and estimates the number grows 15% a year. Maybe
that's because it's not hard. All you need is a little cash and
creativity. First, obviously, decide what to say. Stick to
useful information, as opposed to self-promotion. Can you offer tips unavailable
elsewhere? How about new ways to use an old product? As for design, software
programs such as Adobe PageMaker provide templates (模板) for the do-it-yourself.
Or you can hire a professional out of the Yellow Pages or off the Web. They'll
do the design work, write the copy, and even do the mailing. Expect to spend
about $1 per copy, including postage, for a run of several thousand; unit costs
drop as the press run increases. Newsletters also can be
published on the Web or sent via e-mail, but beware. Experts say unsolicited
(未请求的，主动提供的) e-mail is far less effective than a physical publication. In either
case, aim for people who will find it genuinely useful and interesting. "If you
don't send it to the right people, it just gets thrown out," says Paul Swift,
editor of The Newsletter about Newsletters. A poorly
designed newsletter, or one rife with errors, is worse than no newsletter. A
newsletter should not be seen as a substitute for efforts to expand your
existing customer base. "You still need to try to get yourself mentioned in real
news media," advises Laura Ries, of the Roswell marketing firm Ries ＆ Ries
Inc. A well-executed newsletter can work wonders. Consider the
one Lisa Skriloff, owner of New York's Multicultural Marketing Resources Inc.,
puts out. Every two months, Skriloff spends several days—and several thousand
dollars—producing Multicultural Marketing News, a four-page newsletter
filled with tips on reaching minority consumers. "It helps position my company
as an expert in the field," Skriloff says. She also distributes the newsletter
at conferences and mails it to potential clients—outreach that generates 10…… of
her business. Perhaps it's time more entrepreneurs take a page from the
academics: publish or perish (毁灭，死亡).
单选题
What is the best title for this passage?
A. Differences between E-Mail and News Media.
B. Entrepreneurs and Publishers.
C. E-Mail and Newsletters on the Web.
D. Newsletters—a Good Way to Grab Customers' Attention.
单选题
What kind of newsletters is most effective, according to the passage?
A. Those sent via e-mail.
B. Those aimed for right customers.
C. Those full of mistakes.
D. Those distributed at conferences.
【正确答案】
B
【答案解析】根据第四段前两句，通过e-mail或上网发行的newsletter不如physical publication有效，故A可排除，根据最后两段也可排除C和D。B与第四段中的In either case, aim for people who will find it genuinely useful and interesting. “If you don't send it to the right people, it just gets thrown out, ”这一句表达的内容相符，故为正确答案。
单选题
Which of the following is true?
A. Newsletters should contain tips about self-promotion.
B. Good newsletters should not be designed by computers.
C. Newsletters can replace advertisements in the mass media.
D. Well-managed newsletters can bring great benefits to
entrepreneurs.