衝刺710分（簡體書）

G) Two major changes-satellite and Internet radio-will force radio advertisers to adapt their methods. Bothof these radio forms allow listeners to tune in stations that are more distant than the local stations they could receivein the past. As a result, radio will increasingly attract target audiences who live many miles apart.
Magazines
H ) Newsweeklies, womens titles, and business magazines have all seen increases in advertising because theyattract the high-end market. Magazines are popular with advertisers because of the narrow market that they deliver.A broadcast medium such as network television attracts all types of audience members, but magazine audiences aremore homogeneous. If you read Sports Illustrated, for example, you have such in common with the magazines otherreaders. Advertisers see magazines as an efficient way of reaching target audience members.
I) Advertisers using the print media-magazines and newspapers-will need to adapt to two main changes.First, the Internet will bring larger audiences to local newspapers. These audiences will be more diverse and geo-graphically dispersed than in the past. Second, advertisers will have to understand how to use an increas-ing number of magazines for their target audiences. Although some magazines will maintain national audiences, alarge number of magazines will entertain narrower audiences.Out-of-home Advertising
J) Out-of-home advertising, also called place-based advertising, has become an increasingly effective way ofreaching consumers, who are more active than ever before. Many consumers today do not sit at home and watch tel-evision. Using billboards, newsstands, and bus shelters for advertising is an effective way of reaching these on-the-go consumers. More consumers travel longer distances to and from work, which also makes out-of-home advertisingeffective. Technology has changed the nature of the billboard business, making it a more effective medium than inthe past. Using the digital printing, billboard companies can print a billboard in 2 hours, compared with 6 dayspreviously. This allows advertisers more variety in the types of messages they create because they can change theirmessages more quickly.