М. Мироненко - Public Relations in the contemporary world - Insight into Profession

5. Someone who is paid regularly to work for a person or an organization.

6. Extremely impressive.

7. In all parts of a country.

A collection or number of people, things, ideas ets. that are all different from one another. (community, donate, discount, profit, employee, spectacular, nationwide, variety).

7 . Prepare 3 sentences in Russian with the words from ex.5 for your group mates to translate

8 . Answer the following questions

1. Why have the books sales increased considerably since the introduction of television?

2. What is the range of books which are read by people?

3. What are the principal reasons of the increase of reading?

4. What do you know about new American system of development of “love of reading”? Is it successful?

5. Do libraries take an active part in the development of “love of reading”?

6. What can you say about the laws which protect book sellers or fix prices? Are they necessary in your opinion?

7. What is the basic role of mass media in the books’ sale?

1 . Read the proper names and titles and say what you know about them.

If they are unknown for you, find some information in the text.

National Geographic

Reader’s Digest

Cosmopolitan, Vogue

Time

Newsweek

Scientific American

Psychology Today

U.S. News and World Report

The Atlantic Monthly

Harvard Educational Review

Saturday Review

The New Republic

National Review

Foreign Affairs

Smithsonian

The New Yorker

2 . Read and translate the text

There are over 11,000 magazines and periodicals in the United States. More than 4,000 of them appear monthly, and over 1,300 are published each week. They cover all topics and interests, from art and architecture to tennis, from aviation and gardening to computers and literary criticism. Quite a few have international editions, are translated into other languages, or have "daughter" editions in other countries. Among the many internationals are National Geographic, Reader's Digest, Cosmopolitan, Vogue, Time, Newsweek, Scientific American, and Psychology Today.

The weekly newsmagazines – the best known are Time, Newsweek, and U.S. News & World Report – serve as a type of national press. They also have considerable international impact, above all Time. This newsmagazine appears each week in several international editions. There are some for various parts of the United States, for the Far East, for Australia, for Europe, and so on. Time claims that although the advertising changes in each edition, the content remains the same internationally. This is not quite true: in the U.S. editions, for instance, there is no section called "European Notes." In any case, no other single news publication is read so widely by so many people internationally as is Time.

There are two other reasons why Time has such international influence. First, several other newsmagazines were modeled on Time. Among these are the leading newsmagazines in France, Germany, and Italy. Secondly, Time also sells news, news features, interviews, photographs, graphics, and charts to other publications throughout the world. Feature stories that first appear in Time are therefore echoed in many other publications in many other countries.

The newsmagazines are all aimed at the average, educated reader. There are also many periodicals which treat serious educational, political, and cultural topics at length. The best known of these include The Atlantic Monthly, Harvard Educational Review, Saturday Review, The New Republic, National Review, Foreign Affairs, Smithsonian, and, of course, The New Yorker. Such widely read periodicals, along with the hundreds of professional journals, provide a broad and substantial forum for serious discussion. Again, a lot of what first appears in these publications is often reprint internationally or in book form. Many of the long The New Yorker essays, for example, have later appeared in shortened form in publications such as England's The Observer Magazine or Germany's Die Zeit.

There is a strong market for such serious publications. National Geographic has an average circulation of over 10 million, Consumer Reports some 3 million, Smithsonian (published by the Smithsonian Institution in Washington D.C.) over 2 million copies, Scientific American (U.S. edition) over 700,000, and Saturday Review – and The New Yorker over half a million each. More popular and less demanding publications, such as Family Circle, Woman's Day, or National Enquirer, of course, have a huge readership and sell over 4.5 million copies of each issue. Altogether, there are about 60 magazines in the United States that sell over 1 million copies per issue each, and roughly the same number with more than 500,000 copies per issue.

3 . Translate and transcribe the following words and expressions, learn them by heart. Find the sentences where they were used and write them out.

Magazine, periodical, to publish, topic, criticism, edition, weekly, considerable, impact, various, to claim, content, for instance, single, reason, influence, leading, graphics, throughout, to echo, average, political, substantial, discussion, essay, to shorten, publication, circulation, to demand, readership, issue.

4 . Fill in the gaps using the words from the given below. Change the form if necessary.

Daughter edition, to claim, average, discussion, publication, issue, various, content, edition, criticism.

1. Many international newspapers and magazines have … in different countries of the world.

2. The editors … that the topics of the articles remain the same rarely, but the general idea of the magazine never changes.

3. The magazines for women are aimed at an … woman, depending on her style of life only.

4. Professional journals provide the readers with the field for serious … about the topics of interest: business, finance, politics or other.

5. The … of the story about a poor African family was banned because of the false facts: the journalist opened his secret to his colleague and then the truth was discovered.

6. Every … of this magazine contains information about the celebrities, popular movies, music and other information.

7. You can’t judge a person by the type of the magazine he buys from time to time: people change their mind often and choose … subjects.

8. He never liked the … of popular magazines, in fact he considered it all waste of time and money.

9. If you want to be in staff of … of a popular newspaper, you should know at least two foreign languages and be a skillful journalist.

10. Few editors can stand …: they can follow the advice of journalists of a higher rank or their experienced colleagues.

5. Match the definitions with the words.

6 . Answer the questions.

1. Do the newspapers differ, depending on how often they are issued? What is the reason for this division?

2. What topics do the American newspapers cover?

3. Are they national American editions?

4. What means “daughter” edition? Do Russian newspapers or magazines have such editions?

5. What are the most famous American newsmagazines?

6. What kind of impact does Time have? Does it have any “daughter” editions?

7. What can you say about the content of Time?

8. Is this newspaper the same all over the world?