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金:
As for the selection of business media, would you like to share some thoughts with us? 
对于商业媒体的选择方面.您能和我分享一下您的想法吗?
林:
Well, the key is that advertisers must study the audience they wish to reach before buying any media, whether at home or aboard.
哦.关键在于广告主在购买媒体.无论是国内还是国外的之前.必须研究他们的目标受众.
金:
Say, we plan to use newspaper to advertise our products. Any suggestions?
比如说.我们打算用报纸来宣传我们的产品.您有什么号的建议吗?
林:
To get the most from the advertising budget, you must know the characteristics of a newspaper`s readership: the median age, sex, occupation, income, educational level, and buying habits of the typical reader.
为了更好地利用广告预算.你必须了解报纸读者的特征:典型读者的平均年龄.性别.职业.收入.教育水平和购买习惯.
金:
Compared with other media, any advantages for newspaper?
相对于其他的媒体.报纸有什么优势呢?
林:
Studies show that newspaper ads rank highest in credibility; TV commercials are a distant second.
研究表明.在可信度方面.报纸广告名列第一.电视广告屈居第二.而且差距不小.
金:
Newspaper must have their shortcomings.
那报纸一定有它的缺点吧?
林:
Definitely. Newspapers also have disadvantages: lack of audience selectivity, short lifespan, poor production quality, heavy advertising competition, potentially poor ad placement, and overlapping circulation.
当然.报纸也有缺点.如对受众而言缺乏选择性.寿命短.印刷质量差.广告竞争激烈.广告发布的位置可能不好.发行重叠等.
金:
Then what about magazines?
那么杂志呢?
林:
Magazines offer distinct advantages. They are the most selective of all mass media and are flexible in both readership and advertising. Unsurpassed color, excellent reproduction quality, authority and credibility, long shelf life, so many advantages. Of c
杂志具有明显的优势.在所有的大众媒体中.它的选择性最强.在读者和广告方面也具有弹性.无与伦比的色彩.出色的再现质量.权威性和可信性.寿命长等众多优点.当然.有些杂志的广告成本也很高. 