The following is a memorandum from the business manager of a television station.
"Over the past year, our late-night news program has devoted increased time to national news and less time to weather and local news. During this time period, most of the complaints received from viewers were concerned with our station's coverage our weather and local news. In addition, local business that used to advertising during our late-night news program have just canceled their contracts with us. Therefore, in order to attract more viewers to the program and to avoid losing any further advertising revenues, we should restore the time devoted to weather and local news to its former level."
Write a response in which you discuss what specific evidence is needed to evaluate the argument and explain how the evidence would weaken or strengthen the argument.
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The business manager notes that there arecomplaints about the station's coverage of weather and local news, and stressesthat the number of advertisementproviders is diminishing. Thus, the manager reasons that the weather and localnew must be restored to former level to regain the customers and revenues. Butthere is some prodigious holes in the manger's reasoning. Before any measuresare taken into action, there are some questions should be clarified.
It is true that there are some complaints,but it is unsure that how many viewers of the whole contribute to thesecomplaints. Maybe the complaints come from only few viewers, with each of themcontributing a large amount of complaints. In such case, the complaints is notso much valid. Besides, the manager does not tell us the percent of complaintssources to the whole audience. If the portion of complaints is very smallregarding the whole audience, the worry of manger is unreasonable, and so doesthe measures put forward. In brief, the validity of the complaints is the first thing needing tobe clarified.
Additionally, even though the manager isconcerned about the revenue, there is no definite sign evincing that therevenue is declining. We learn that local business have just canceled theiradvertising contracts, yet is there other national business establish contractswith the station after that? As the station's devotion to more national news, probablysome national business will be interested in the advertisement with thestation. The local business’s abolition of the contracts may merely signify newbusiness, if the national business want to supplant the contract making byformer local business. In this way, the station is going to earn more profitsby the bigger contracts making with some gigantic national companies. If thisis true, the manager’s concern about revenue could be vanishing; what isjustifiable is not worry, but celebration.
In conclusion, although it seems urgent torestore the weather and local news, the reasoning of the manager is notjustified. Before the restoration of previous programs, the questions withregard to the revenue decline and validity of the complaints need to beclarified. The policy put forward by the manager would be more reasonable ifthe advertising revenue is truly declining according to the cancelling of somecontracts, or the complaints is valuable. |