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2015 ‫מועד פברואר‬ - 49 - ‫ פרק שני‬- ‫ אנגלית‬

Text II (Questions 18-22)

(1) A recent article in the Financial Times showcased a highly successful marketing
scheme aimed at increasing circulation in the Italian newspaper industry. Daily
newspapers are now packaged together with a book. The cost of such a package is higher
than that of a newspaper alone, but below what one would pay for a book in a bookshop.

(5) This innovative marketing ploy was first devised in the 1990s, when Italian newspapers were
suffering severe losses as a result of a decline in advertising. In an effort to increase
sales, publishers offered a free CD or magazine with each paper. Later, however, the
add-on products became high-quality books, including novels and volumes of poetry.

La Repubblica, which now sells about 630,000 papers a day, set the ball rolling by
(10) issuing a series of 20th-century literary classics. The first book in the series was given

away free, but subsequent volumes were sold with the newspaper at a discounted price.
Public response exceeded all expectations and Corriere della Sera, which outsells La

Repubblica by a margin of 50,000 copies a day, countered with its own series. Both
newspapers have since issued collections of comic books, encyclopedias, art, poetry, and
(15) history books. Other Italian nationals, including La Stampa, Il Messaggero, and Il

Giornale, as well as an array of local newspapers, have imitated the promotion. "Books
have now become an essential supplement to newspapers," says Francesco Cesati of
FIEG, the Italian newspaper publishers' association.

The venture has dramatically increased profits, enabling newspaper publishers to
(20) enhance their products with colorful layouts and new formats. Moreover, the practice

has turned the Italian book market on its head, transforming newspaper kiosks into
small bookshops. According to Rosalba Rattalino, a researcher at a Milan-based think
tank called Eurisko, these promotions have reached Italians who are unlikely to set foot
in a bookshop, reigniting their interest in reading.

Questions

18. The main purpose of the text is to -

(1) compare the marketing practices of La Repubblica and Corriere della Sera
(2) discuss changes in the Italian public's reading habits
(3) describe a strategy employed by Italian newspaper publishers to improve sales
(4) criticize an article that appeared recently in the Financial Times

19. Which of the following is not an example of an add-on product?

(1) a magazine
(2) a CD
(3) a comic book
(4) La Stampa

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