Para.1
①When Rupert Murdoch sees beams of light in the American advertising market, it is not necessarily time to reach for the sunglasses.② Last October, when the impact of September 11th was only beginning to tell, the boss of NewsCorp, a media group, had already identified “strong rays of sunshine”. ③With ad sales still languishing, Mr. Murdoch declared last month that “there are some hints of a modest upswing in the U.S. advertising markets.”④ His early optimism turned out to be misplaced. ⑤Now, however, other industry observers are beginning to agree with him. 词汇部分 1. languish：~in poverty; for home; 2. upswing:
Shocking crimes are now on the upswing. 骇人的罪行正在增长 The economy is in the upswing 3. misplace:
Para.1 Rupert的想法开始得到认同（美国广告业市场好转）
Para.2
①Advertising usually exaggerates the economic cycle: falling sharply and early in a downturn, and rebounding strongly once the economy has begun to recover. ②This is because most managers prefer to trim their ad budgets rather than their payrolls, and restore such spending only once they feel sure that things are looking up. ③Last year, America ' s ad market shrank by 9.8%, according to CMR, a research firm. ④Although ad spending has not yet recovered across all media, some analysts now expect overall ad spending to start to grow in the third quarter. 词汇部分 1. exaggerate：~the difficulty
We can’t exaggerate his scientific attainment
2. trim ~fingernail ~hair everything is in good trim 3. budget 4. payroll
5. overall ~planning
An overall well-off society and human overall development be subordinated to overall interest para.2 广告与经济关系+期望第三季度开始增长
Para.3
①The signs of improvement are patchy, however. ②Ad spending on radio and television seems to be inching up—advertising on American national radio was up 2% in January on the same period last year, according to Aegis—while spending on magazines and newspapers is still weak. ③Even within any one market, there are huge differences; just pick up a copy of one of the now - slimline high-tech magazines that once bulged with ads, and compare it with the hefty celebrity or women ' s titles. ④Advertisers in some categories, such as the travel industry, are still reluctant to buy space or airtime, while others, such as the car and movie businesses, have been bolder. ⑤The winter Olympics, held last month in Salt Lake City, has also distorted the spending on broadcast advertising in the first quarter. 词汇部分 1. patchy：my knowledge of medicine is patchy 2. bulge：swell
3. hefty：solidly-built ~man/book she earns a hefty salary. 4. airtime：
5. distort：~history ~the facts ~the intention para.3 电视电台>报刊杂志 + 行业差异 Para.4
①Nonetheless, there is an underlying pattern. ②One measure is the booking of ad spots for national brands on local television. ③By early March, according to Mr. Westerfield ' s analysis, such bookings were growing fast across eight out of the top ten advertising sectors, led by the financial and motor industries. ④UBS Warburg now expects the “upfront” market, which starts in May when advertisers book advance ad spots on the TV networks for the new season in September, to be up 4% on last year. ⑤On some estimates, even online advertising could pick up by the end of the year. 词汇层面 1. national brand
2. upfront ~payment ~lady 3. pick up
business is beginning to pick up we cannot pick up lost time
para.4 市场变化 广告业好转
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