The following is a memorandum from the business manager of WLSS television station.
“Over the past year, our late-night news program has devoted increasingly more time to covering national news and less time to covering weather and local news. During the same time period, most of the complaints we received from viewers were concerned with the station’s coverage of weather and local news. In addition, several local businesses that used to run advertisements during our late-night news program have just cancelled their advertising contracts with us. Therefore, in order to attract more viewers to our news programs and to avoid losing any further advertising revenues, we should expand the coverage of weather and local news on all our news programs.”
The manager of this televison station believes that the revenue they lost is solely due to the reduction in local and weather related news without considering other possible reasons for the cause. Another claim is that the businneses willing to advertise will return if the coveregae of local and weather news was restored which could be a misunderstanding and needs a little more conversation to understand their reasons for leaving.
The television station according to its manager has received many complaints about local and weather new's in the time it's covereage has been reduced however the argument does not state the nature of these complaints. It could be that the viewers are not satisfied with the late night timings of the news, the nature of delivery, the visuals or even the host. It is therefore uncertain that they wish to see more of the local news on the station. The viewers might also be complaining about the repetitive nature of the same local news in that short span and requesting to have more diverse coverage instead.
Speaking about the other evidence pointed out by the manager that local businesses have cancelled their advertising, it could be for numerous reasons. The businesses might have found another station offering better prices, they themselves might not be profitable enough to afford advertising at the moment, they may have found other mediums of advertising. The author also fails to mention if these businesses were only running their advertisements during the late night weather news or throughout the day. If it was throughout the day it severely weakens the authors claim that advertisements have reduced due to reduction in local and weather coverage. It could be because of stations unfair increments in pricing or sudden changes in the terms of the contract that have not been spoken about in the memorandum.
It aslo does not speak about any other changes that the televison station might have implemented before or during this period and hence leaves reasonable doubt when attributing all it's loss of revenue to local news and weather coverage. Even if the time devoted were restored if other factors such as reduced staff, less budgetting, poor video quality, deteriorated personal relations with businessed were responsible for the loss, the revenues will not bounce back and may also lead to more complaints from people who were liking the fact that a local station was covering national news.
The manager therefore needs to put some time and effort into understanding the other factors that could be responsible for it's loss of revenue by surveying its viewers on their preferances and speaking to local businesses about their advertising needs before making any hasty decsions.
Comments
e-rater score report
Attribute Value Ideal
Final score: 4.5 out of 6
Category: Good Excellent
No. of Grammatical Errors: 7 2
No. of Spelling Errors: 13 2
No. of Sentences: 14 15
No. of Words: 447 350
No. of Characters: 2266 1500
No. of Different Words: 204 200
Fourth Root of Number of Words: 4.598 4.7
Average Word Length: 5.069 4.6
Word Length SD: 2.628 2.4
No. of Words greater than 5 chars: 155 100
No. of Words greater than 6 chars: 129 80
No. of Words greater than 7 chars: 76 40
No. of Words greater than 8 chars: 53 20
Use of Passive Voice (%): 0 0
Avg. Sentence Length: 31.929 21.0
Sentence Length SD: 9.96 7.5
Use of Discourse Markers (%): 0.786 0.12
Sentence-Text Coherence: 0.385 0.35
Sentence-Para Coherence: 0.628 0.50
Sentence-Sentence Coherence: 0.105 0.07
Number of Paragraphs: 5 5
Grammar and spelling errors:
Line 5, column 281, Rule ID: AFFORD_VBG[1]
Message: This verb is used with infinitive: 'to advertise'.
Suggestion: to advertise
...ight not be profitable enough to afford advertising at the moment, they may have found othe...
^^^^^^^^^^^
Line 7, column 520, Rule ID: PROGRESSIVE_VERBS[1]
Message: This verb is normally not used in the progressive form. Try a simple form instead.
...lead to more complaints from people who were liking the fact that a local station was cover...
^^^^^^^^^^^
Transition Words or Phrases used:
also, but, hence, however, if, may, so, therefore, speaking about, such as
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 20.0 19.6327345309 102% => OK
Auxiliary verbs: 13.0 12.9520958084 100% => OK
Conjunction : 15.0 11.1786427146 134% => OK
Relative clauses : 14.0 13.6137724551 103% => OK
Pronoun: 37.0 28.8173652695 128% => Less pronouns wanted
Preposition: 56.0 55.5748502994 101% => OK
Nominalization: 12.0 16.3942115768 73% => OK
Performance on vocabulary words:
No of characters: 2301.0 2260.96107784 102% => OK
No of words: 447.0 441.139720559 101% => OK
Chars per words: 5.14765100671 5.12650576532 100% => OK
Fourth root words length: 4.59808378696 4.56307096286 101% => OK
Word Length SD: 2.678277502 2.78398813304 96% => OK
Unique words: 206.0 204.123752495 101% => OK
Unique words percentage: 0.460850111857 0.468620217663 98% => OK
syllable_count: 719.1 705.55239521 102% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 7.0 4.96107784431 141% => OK
Article: 9.0 8.76447105788 103% => OK
Subordination: 2.0 2.70958083832 74% => OK
Conjunction: 0.0 1.67365269461 0% => OK
Preposition: 0.0 4.22255489022 0% => More preposition wanted as sentence beginning.
Performance on sentences:
How many sentences: 14.0 19.7664670659 71% => Need more sentences. Double check the format of sentences, make sure there is a space between two sentences, or have enough periods. And also check the lengths of sentences, maybe they are too long.
Sentence length: 31.0 22.8473053892 136% => The Avg. Sentence Length is relatively long.
Sentence length SD: 65.5633359463 57.8364921388 113% => OK
Chars per sentence: 164.357142857 119.503703932 138% => OK
Words per sentence: 31.9285714286 23.324526521 137% => OK
Discourse Markers: 5.28571428571 5.70786347227 93% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 2.0 5.25449101796 38% => OK
Sentences with positive sentiment : 3.0 8.20758483034 37% => More positive sentences wanted.
Sentences with negative sentiment : 10.0 6.88822355289 145% => OK
Sentences with neutral sentiment: 1.0 4.67664670659 21% => More facts, knowledge or examples wanted.
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.301544853259 0.218282227539 138% => OK
Sentence topic coherence: 0.118609364202 0.0743258471296 160% => OK
Sentence topic coherence SD: 0.0613498002152 0.0701772020484 87% => OK
Paragraph topic coherence: 0.174993203572 0.128457276422 136% => OK
Paragraph topic coherence SD: 0.0802984992097 0.0628817314937 128% => OK
Essay readability:
automated_readability_index: 18.8 14.3799401198 131% => OK
flesch_reading_ease: 40.01 48.3550499002 83% => OK
smog_index: 11.2 7.1628742515 156% => OK
flesch_kincaid_grade: 15.4 12.197005988 126% => OK
coleman_liau_index: 13.18 12.5979740519 105% => OK
dale_chall_readability_score: 8.6 8.32208582834 103% => OK
difficult_words: 97.0 98.500998004 98% => OK
linsear_write_formula: 19.0 12.3882235529 153% => OK
gunning_fog: 14.4 11.1389221557 129% => OK
text_standard: 19.0 11.9071856287 160% => OK
What are above readability scores?
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Rates: 66.67 out of 100
Scores by essay e-grader: 4.0 Out of 6
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Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.