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Ano: 2019 Banca: FATEC Órgão: FATEC Prova: FATEC - 2019 - FATEC - Vestibular - Primeiro Semestre |
Q1266575 Inglês

Leia o texto para responder a questão.


Minority ethnic Britons face ‘shocking’ job discrimination

Haroon Siddique

Thu 17 Jan 2019 17.00 GMT Last modified on Fri 18 Jan 2019 00.50 GMT


A study by experts based at the Centre for Social Investigation at Nuffield College, University of Oxford, found applicants from minority ethnic backgrounds had to send 80% more applications to get a positive response from an employer than a white person of British origin.

A linked study by the same researchers, comparing their results with similar field experiments dating back to 1969, found discrimination against black Britons and those of south Asian origin – particularly Pakistanis – unchanged over almost 50 years.

The research, part of a larger cross-national project funded by the European Union and shared exclusively with the Guardian before its official launch, prompted concerns that race relations legislation had failed.

It echoes findings published as part of the Guardian’s Bias in Britain series that people from minority ethnic backgrounds face discrimination when seeking a room to rent. In a snapshot survey of online flatshare ads the Guardian found that an applicant called Muhammad was significantly less likely to receive a positive response than an applicant called David.

Prof Anthony Heath, co-author and emeritus fellow of Nuffield College, said: “The absence of any real decline in discrimination against black British and people of Pakistani background is a disturbing finding, which calls into question the effectiveness of previous policies. Ethnic inequality remains a burning injustice and there needs to be a radical rethink about how to tackle it.”

Dr Zubaida Haque, the deputy director of the race equality thinktank Runnymede, described the  findings as shocking. They demonstrated that “it’s not just covert racism or unconscious bias that we need to worry about; it’s overt and conscious racism, where applicants are getting shortlisted on the basis of their ethnicity and/or name”, she said.

“It’s clear that race relations legislation is not sufficient to hold employers to account. There are no real consequences for employers of racially discriminating in subtle ways, but for BME* applicants or employees it means higher unemployment, lower wages, poorer conditions and less security in work and life.” 


<https://tinyurl.com/y9nohdte>  Acesso em: 07.10.2019. Adaptado.


*BME – Black and Minority Ethnicity

Segundo a fala da Dra. Zubaida Haque, o mais preocupante é
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Ano: 2019 Banca: FATEC Órgão: FATEC Prova: FATEC - 2019 - FATEC - Vestibular - Primeiro Semestre |
Q1266574 Inglês

Leia o texto para responder a questão.


Minority ethnic Britons face ‘shocking’ job discrimination

Haroon Siddique

Thu 17 Jan 2019 17.00 GMT Last modified on Fri 18 Jan 2019 00.50 GMT


A study by experts based at the Centre for Social Investigation at Nuffield College, University of Oxford, found applicants from minority ethnic backgrounds had to send 80% more applications to get a positive response from an employer than a white person of British origin.

A linked study by the same researchers, comparing their results with similar field experiments dating back to 1969, found discrimination against black Britons and those of south Asian origin – particularly Pakistanis – unchanged over almost 50 years.

The research, part of a larger cross-national project funded by the European Union and shared exclusively with the Guardian before its official launch, prompted concerns that race relations legislation had failed.

It echoes findings published as part of the Guardian’s Bias in Britain series that people from minority ethnic backgrounds face discrimination when seeking a room to rent. In a snapshot survey of online flatshare ads the Guardian found that an applicant called Muhammad was significantly less likely to receive a positive response than an applicant called David.

Prof Anthony Heath, co-author and emeritus fellow of Nuffield College, said: “The absence of any real decline in discrimination against black British and people of Pakistani background is a disturbing finding, which calls into question the effectiveness of previous policies. Ethnic inequality remains a burning injustice and there needs to be a radical rethink about how to tackle it.”

Dr Zubaida Haque, the deputy director of the race equality thinktank Runnymede, described the  findings as shocking. They demonstrated that “it’s not just covert racism or unconscious bias that we need to worry about; it’s overt and conscious racism, where applicants are getting shortlisted on the basis of their ethnicity and/or name”, she said.

“It’s clear that race relations legislation is not sufficient to hold employers to account. There are no real consequences for employers of racially discriminating in subtle ways, but for BME* applicants or employees it means higher unemployment, lower wages, poorer conditions and less security in work and life.” 


<https://tinyurl.com/y9nohdte>  Acesso em: 07.10.2019. Adaptado.


*BME – Black and Minority Ethnicity

De acordo com o Professor Anthony Heath, o que causa surpresa em relação à pesquisa apresentada é que
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Ano: 2019 Banca: FATEC Órgão: FATEC Prova: FATEC - 2019 - FATEC - Vestibular - Primeiro Semestre |
Q1266573 Inglês

Leia o texto para responder a questão.


Minority ethnic Britons face ‘shocking’ job discrimination

Haroon Siddique

Thu 17 Jan 2019 17.00 GMT Last modified on Fri 18 Jan 2019 00.50 GMT


A study by experts based at the Centre for Social Investigation at Nuffield College, University of Oxford, found applicants from minority ethnic backgrounds had to send 80% more applications to get a positive response from an employer than a white person of British origin.

A linked study by the same researchers, comparing their results with similar field experiments dating back to 1969, found discrimination against black Britons and those of south Asian origin – particularly Pakistanis – unchanged over almost 50 years.

The research, part of a larger cross-national project funded by the European Union and shared exclusively with the Guardian before its official launch, prompted concerns that race relations legislation had failed.

It echoes findings published as part of the Guardian’s Bias in Britain series that people from minority ethnic backgrounds face discrimination when seeking a room to rent. In a snapshot survey of online flatshare ads the Guardian found that an applicant called Muhammad was significantly less likely to receive a positive response than an applicant called David.

Prof Anthony Heath, co-author and emeritus fellow of Nuffield College, said: “The absence of any real decline in discrimination against black British and people of Pakistani background is a disturbing finding, which calls into question the effectiveness of previous policies. Ethnic inequality remains a burning injustice and there needs to be a radical rethink about how to tackle it.”

Dr Zubaida Haque, the deputy director of the race equality thinktank Runnymede, described the  findings as shocking. They demonstrated that “it’s not just covert racism or unconscious bias that we need to worry about; it’s overt and conscious racism, where applicants are getting shortlisted on the basis of their ethnicity and/or name”, she said.

“It’s clear that race relations legislation is not sufficient to hold employers to account. There are no real consequences for employers of racially discriminating in subtle ways, but for BME* applicants or employees it means higher unemployment, lower wages, poorer conditions and less security in work and life.” 


<https://tinyurl.com/y9nohdte>  Acesso em: 07.10.2019. Adaptado.


*BME – Black and Minority Ethnicity

Segundo o texto, estudos indicam que a discriminação está presente tanto na busca por emprego, quanto
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Ano: 2019 Banca: FATEC Órgão: FATEC Prova: FATEC - 2019 - FATEC - Vestibular - Primeiro Semestre |
Q1266572 Inglês

Leia o texto para responder a questão.


Minority ethnic Britons face ‘shocking’ job discrimination

Haroon Siddique

Thu 17 Jan 2019 17.00 GMT Last modified on Fri 18 Jan 2019 00.50 GMT


A study by experts based at the Centre for Social Investigation at Nuffield College, University of Oxford, found applicants from minority ethnic backgrounds had to send 80% more applications to get a positive response from an employer than a white person of British origin.

A linked study by the same researchers, comparing their results with similar field experiments dating back to 1969, found discrimination against black Britons and those of south Asian origin – particularly Pakistanis – unchanged over almost 50 years.

The research, part of a larger cross-national project funded by the European Union and shared exclusively with the Guardian before its official launch, prompted concerns that race relations legislation had failed.

It echoes findings published as part of the Guardian’s Bias in Britain series that people from minority ethnic backgrounds face discrimination when seeking a room to rent. In a snapshot survey of online flatshare ads the Guardian found that an applicant called Muhammad was significantly less likely to receive a positive response than an applicant called David.

Prof Anthony Heath, co-author and emeritus fellow of Nuffield College, said: “The absence of any real decline in discrimination against black British and people of Pakistani background is a disturbing finding, which calls into question the effectiveness of previous policies. Ethnic inequality remains a burning injustice and there needs to be a radical rethink about how to tackle it.”

Dr Zubaida Haque, the deputy director of the race equality thinktank Runnymede, described the  findings as shocking. They demonstrated that “it’s not just covert racism or unconscious bias that we need to worry about; it’s overt and conscious racism, where applicants are getting shortlisted on the basis of their ethnicity and/or name”, she said.

“It’s clear that race relations legislation is not sufficient to hold employers to account. There are no real consequences for employers of racially discriminating in subtle ways, but for BME* applicants or employees it means higher unemployment, lower wages, poorer conditions and less security in work and life.” 


<https://tinyurl.com/y9nohdte>  Acesso em: 07.10.2019. Adaptado.


*BME – Black and Minority Ethnicity

O estudo mencionado no texto aponta para a discriminação racial de
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Q1266548 Inglês

Leia a charge.


Imagem associada para resolução da questão

<https://tinyurl.com/y3lrke6a> Acesso em: 08.10.2019. Original colorido.


A ironia da charge se constrói no fato de

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Q1266037 Inglês

Imagem associada para resolução da questão

<https://tinyurl.com/y6fbtptu> Acesso em: 15.03.2019. Original colorido


Nos quadrinhos, pode-se observar que Alice se sente um tanto quanto decepcionada com a formação do novo líder porque ele

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Ano: 2019 Banca: FUVEST Órgão: USP Prova: FUVEST - 2019 - USP - Vestibular |
Q1169894 Inglês
Harlem
What happens to a dream deferred?
Does it dry up like a raisin in the sun? Or fester like a sore — And then run? Does it stink like rotten meat? Or crust and sugar over — like a syrupy sweet?
Maybe it just sags like a heavy load.
Or does it explode?
Langston Hughes, Selected Poems of Langston Hughes (1990). Disponível em http://www.poetryfoundation.org/.
As tentativas de resposta do poeta à pergunta “What happens to a dream deferred?” evocam imagens de
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Q1169893 Inglês
TEXTO PARA A QUESTÃO

    Scientists have long touted DNA’s potential as an ideal storage medium; it’s dense, easy to replicate, and stable over millennia. But in order to replace existing silicon‐chip or magnetic‐tape storage technologies, DNA will have to get a lot cheaper to predictably read, write, and package.
    That’s where scientists like Hyunjun Park come in. He and the other cofounders of Catalog, an MIT DNA‐storage spinoff emerging out of stealth on Tuesday, are building a machine that will write a terabyte of data a day, using 500 trillion molecules of DNA.  
    If successful, DNA storage could be the answer to a uniquely 21st‐century problem: information overload. Five years ago humans had produced 4.4 zettabytes of data; that's set to explode to 160 zettabytes (each year!) by 2025. Current infrastructure can handle only a fraction of the coming data deluge, which is expected to consume all the world's microchip‐grade silicon by 2040.
    “Today’s technology is already close to the physical limits of scaling,” says Victor Zhirnov, chief scientist of the Semiconductor Research Corporation. “DNA has an information‐storage density several orders of magnitude higher than any other known storage technology.”
    How dense exactly? Imagine formatting every movie ever made into DNA; it would be smaller than the size of a sugar cube. And it would last for 10,000 years.
Wired, June, 2018. Disponível em https://www.wired.com/. Adaptado.
Conforme o texto, cientistas preveem que, em pouco mais de 20 anos,
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Q1169892 Inglês
TEXTO PARA A QUESTÃO

    Scientists have long touted DNA’s potential as an ideal storage medium; it’s dense, easy to replicate, and stable over millennia. But in order to replace existing silicon‐chip or magnetic‐tape storage technologies, DNA will have to get a lot cheaper to predictably read, write, and package.
    That’s where scientists like Hyunjun Park come in. He and the other cofounders of Catalog, an MIT DNA‐storage spinoff emerging out of stealth on Tuesday, are building a machine that will write a terabyte of data a day, using 500 trillion molecules of DNA.  
    If successful, DNA storage could be the answer to a uniquely 21st‐century problem: information overload. Five years ago humans had produced 4.4 zettabytes of data; that's set to explode to 160 zettabytes (each year!) by 2025. Current infrastructure can handle only a fraction of the coming data deluge, which is expected to consume all the world's microchip‐grade silicon by 2040.
    “Today’s technology is already close to the physical limits of scaling,” says Victor Zhirnov, chief scientist of the Semiconductor Research Corporation. “DNA has an information‐storage density several orders of magnitude higher than any other known storage technology.”
    How dense exactly? Imagine formatting every movie ever made into DNA; it would be smaller than the size of a sugar cube. And it would last for 10,000 years.
Wired, June, 2018. Disponível em https://www.wired.com/. Adaptado.
Afirma‐se no texto que, no futuro, a tecnologia de gravação em moléculas de DNA
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Q1169891 Inglês
Imagem associada para resolução da questão Disponível em https://www.facebook.com/groups/englishmemes/.
O efeito de comicidade que se obtém do meme decorre, sobretudo, da
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Ano: 2019 Banca: FUVEST Órgão: USP Prova: FUVEST - 2019 - USP - Vestibular |
Q1169890 Inglês
TEXTO PARA A QUESTÃO

    Assigning female genders to digital assistants such as Apple’s Siri and Amazon’s Alexa is helping entrench harmful gender biases, according to a UN agency.
    Research released by Unesco claims that the often submissive and flirty responses offered by the systemsto many queries – including outright abusive ones – reinforce ideas of women as subservient.
    “Because the speech of most voice assistants is female, it sends a signal that women are obliging, docile and eager‐to‐ please helpers, available at the touch of a button or with a blunt voice command like ‘hey’ or ‘OK’”, the report said.
    “The assistant holds no power of agency beyond what the commander asks of it. It honours commands and responds to queries regardless of their tone or hostility. In many communities, this reinforces commonly held gender biases that women are subservient and tolerant of poor treatment.”
    The Unesco publication was entitled “I’d Blush if I Could”; a reference to the response Apple’s Siri assistant offers to the phrase: “You’re a slut.” Amazon’s Alexa will respond: “Well, thanks for the feedback.”
    The paper said such firms were “staffed by overwhelmingly male engineering teams” and have built AI (Artificial Intelligence) systems that “cause their feminised digital assistants to greet verbal abuse with catch‐me‐if‐you‐can flirtation”.
    Saniye Gülser Corat, Unesco’s director for gender equality, said: “The world needs to pay much closer attention to how, when and whether AI technologies are gendered and, crucially, who is gendering them.”
The Guardian, May, 2019. Adaptado.
De acordo com o texto, na opinião de Saniye Gülser Corat, tecnologias que envolvem Inteligência Artificial, entre outros aspectos,
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Ano: 2019 Banca: FUVEST Órgão: USP Prova: FUVEST - 2019 - USP - Vestibular |
Q1169889 Inglês
TEXTO PARA A QUESTÃO

    Assigning female genders to digital assistants such as Apple’s Siri and Amazon’s Alexa is helping entrench harmful gender biases, according to a UN agency.
    Research released by Unesco claims that the often submissive and flirty responses offered by the systemsto many queries – including outright abusive ones – reinforce ideas of women as subservient.
    “Because the speech of most voice assistants is female, it sends a signal that women are obliging, docile and eager‐to‐ please helpers, available at the touch of a button or with a blunt voice command like ‘hey’ or ‘OK’”, the report said.
    “The assistant holds no power of agency beyond what the commander asks of it. It honours commands and responds to queries regardless of their tone or hostility. In many communities, this reinforces commonly held gender biases that women are subservient and tolerant of poor treatment.”
    The Unesco publication was entitled “I’d Blush if I Could”; a reference to the response Apple’s Siri assistant offers to the phrase: “You’re a slut.” Amazon’s Alexa will respond: “Well, thanks for the feedback.”
    The paper said such firms were “staffed by overwhelmingly male engineering teams” and have built AI (Artificial Intelligence) systems that “cause their feminised digital assistants to greet verbal abuse with catch‐me‐if‐you‐can flirtation”.
    Saniye Gülser Corat, Unesco’s director for gender equality, said: “The world needs to pay much closer attention to how, when and whether AI technologies are gendered and, crucially, who is gendering them.”
The Guardian, May, 2019. Adaptado.
Segundo o texto, o título do relatório publicado pela Unesco ‐ “I´d Blush if I Could” ‐, no que diz respeito aos assistentes digitais, indica
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Q1169888 Inglês
TEXTO PARA A QUESTÃO

    Assigning female genders to digital assistants such as Apple’s Siri and Amazon’s Alexa is helping entrench harmful gender biases, according to a UN agency.
    Research released by Unesco claims that the often submissive and flirty responses offered by the systemsto many queries – including outright abusive ones – reinforce ideas of women as subservient.
    “Because the speech of most voice assistants is female, it sends a signal that women are obliging, docile and eager‐to‐ please helpers, available at the touch of a button or with a blunt voice command like ‘hey’ or ‘OK’”, the report said.
    “The assistant holds no power of agency beyond what the commander asks of it. It honours commands and responds to queries regardless of their tone or hostility. In many communities, this reinforces commonly held gender biases that women are subservient and tolerant of poor treatment.”
    The Unesco publication was entitled “I’d Blush if I Could”; a reference to the response Apple’s Siri assistant offers to the phrase: “You’re a slut.” Amazon’s Alexa will respond: “Well, thanks for the feedback.”
    The paper said such firms were “staffed by overwhelmingly male engineering teams” and have built AI (Artificial Intelligence) systems that “cause their feminised digital assistants to greet verbal abuse with catch‐me‐if‐you‐can flirtation”.
    Saniye Gülser Corat, Unesco’s director for gender equality, said: “The world needs to pay much closer attention to how, when and whether AI technologies are gendered and, crucially, who is gendering them.”
The Guardian, May, 2019. Adaptado.
Conforme o texto, em relação às mulheres, um efeito decorrente do fato de assistentes digitais reforçarem estereótipos de gênero é
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Ano: 2019 Banca: UERJ Órgão: UERJ Prova: UERJ - 2019 - UERJ - Vestibular - Segundo Exame |
Q1041046 Inglês

Metaphors aren’t just used for flowery speech. They shape the conversation for things we’re trying to explain and figure out. (. 29-30)


In order to clarify the meaning relation between the two sentences above, the following word can be inserted in the underlined one:

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Q1041045 Inglês

test subjects were asked to read short paragraphs (ℓ. 14)

The reason for the omission of the agent in the sentence above is:

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Q1041044 Inglês

we didn’t know the extent to which these metaphors influence people. (ℓ. 12-13)


In the fragment above, the doubt expressed by the researcher can be formulated by the following question:

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Q1041043 Inglês
The author of the text introduces the topic by making use of the following strategy:
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Q1041042 Inglês

The power of metaphors discusses the use of metaphors in daily life, as well as the text O que nossas metáforas dizem de nós.

The following metaphor is present in both texts:

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Q1003866 Inglês

How a Canadian Chain Is Reinventing Book Selling

By Alexandra Alter

            About a decade ago, Heather Reisman, the chief executive of Canada’s largest bookstore chain, was having tea with the novelist Margaret Atwood when Ms. Atwood inadvertently gave her an idea for a new product. Ms. Atwood announced that she planned to go home, put on a pair of cozy socks and curl up with a book. Ms. Reisman thought about how appealing that sounded. Not long after, her company, Indigo, developed its own brand of plush “reading socks.” They quickly became one of Indigo’s signature gift items.

            “Last year, all my friends got reading socks,” said Arianna Huffington, the HuffPost cofounder and a friend of Ms. Reisman’s, who also gave the socks as gifts to employees at her organization Thrive. “Most people don’t have reading socks — not like Heather’s reading socks.”

            Over the last few years, Indigo has designed dozens of other products, including beach mats, scented candles, inspirational wall art, Mason jars, crystal pillars, bento lunchboxes, herb growing kits, copper cheese knife sets, stemless champagne flutes, throw pillows and scarves.

            It may seem strange for a bookstore chain to be developing and selling artisanal soup bowls and organic cotton baby onesies. But Indigo’s approach seems not only novel but crucial to its success and longevity. The superstore concept, with hulking retail spaces stocking 100,000 titles, has become increasingly hard to sustain in the era of online retail, when it’s impossible to match Amazon’s vast selection. 

            Indigo is experimenting with a new model, positioning itself as a “cultural department store” where customers who wander in to browse through books often end up lingering as they impulsively shop for cashmere slippers and crystal facial rollers, or a knife set to go with a new Paleo cookbook. Over the past few years, Ms. Reisman has reinvented Indigo as a Goop-like, curated lifestyle brand, with sections devoted to food, health and wellness, and home décor. 

         Ms. Reisman is now importing Indigo’s approach to the United States. Last year, Indigo opened its first American outpost, at a luxury mall in Millburn, N.J., and she eventually plans to open a cluster of Indigos in the Northeast. Indigo’s ascendance is all the more notable given the challenges that big bookstore chains have faced in the United States. Borders, which once had more than 650 locations, filed for bankruptcy in 2011. Barnes & Noble now operates 627 stores, down from 720 in 2010, and the company put itself up for sale last year. Lately, it has been opening smaller stores, including an 8,300-square-foot outlet in Fairfax County, Va.

            “Cross-merchandising is Retail 101, and it’s hard to do in a typical bookstore,” said Peter Hildick-Smith, president of the Codex Group, which analyzes the book industry. “Indigo found a way to create an extra aura around the bookbuying experience, by creating a physical extension of what you’re reading about.”

            The atmosphere is unabashedly intimate, cozy and feminine — an aesthetic choice that also makes commercial sense, given that women account for some 60 percent of book buyers. A section called “The Joy of the Table” stocks Indigobrand ceramics, glassware and acacia wood serving platters with the cookbooks. The home décor section has pillows and throws, woven baskets, vases and scented candles. There’s a subsection called “In Her Words,” which features idea-driven books and memoirs by women. An area labeled “A Room of Her Own” looks like a lush dressing room, with vegan leather purses, soft gray shawls, a velvet chair, scarves and journals alongside art, design and fashion books.

            Books still account for just over 50 percent of Indigo’s sales and remain the central draw; the New Jersey store stocks around 55,000 titles. But they also serve another purpose: providing a window into consumers’ interests, hobbies, desires and anxieties, which makes it easier to develop and sell related products. 

            Publishing executives, who have watched with growing alarm as Barnes & Noble has struggled, have responded enthusiastically to Ms. Reisman’s strategy. “Heather pioneered and perfected the art of integrating books and nonbook products,” Markus Dohle, the chief executive of Penguin Random House, said in an email. 

            Ms. Reisman has made herself and her own tastes and interests central to the brand. The front of the New Jersey store features a section labeled “Heather’s Picks,” with a display table covered with dozens of titles. A sign identifies her as the chain’s “founder, C.E.O., Chief Booklover and the Heather in Heather’s Picks.” She appears regularly at author signings and store events, and has interviewed prominent authors like Malcolm Gladwell, James Comey, Sally Field, Bill Clinton and Nora Ephron. 

            When Ms. Reisman opened the first Indigo store in Burlington, Ontario, in 1997, she had already run her own consulting firm and later served as president of a soft drink and beverage company, Cott. Still, bookselling is an idiosyncratic industry, and many questioned whether Indigo could compete with Canada’s biggest bookseller, Chapters. Skepticism dissolved a few years later when Indigo merged with Chapters, inheriting its fleet of national stores. The company now has more than 200 outlets across Canada, including 89 “superstores.” Indigo opened its first revamped concept store in 2016. 

            The new approach has proved lucrative: In its 2017 fiscal year, the company’s revenue exceeded $1 billion Canadian for the first time. In its 2018 fiscal year, Indigo reported a revenue increase of nearly $60 million Canadian over the previous year, making it the most profitable year in the chain’s history. 

            The company’s dominance in Canada doesn’t guarantee it will thrive in the United States, where it has to compete not only with Amazon and Barnes & Noble, but with a resurgent wave of independent booksellers. After years of decline, independent stores have rebounded, with some 2,470 locations, up from 1,651 a decade ago, according to the American Booksellers Association. And Amazon has expanded into the physical retail market, with around 20 bookstores across the United States.

            Ms. Reisman acknowledges that the company faces challenges as it expands southward. Still, she’s optimistic, and is already scouting locations for a second store near New York.

https://www.nytimes.com/2019/05/01

As to revenue, the figures show this model of bookstore has been an approach that is
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Ano: 2019 Banca: UECE-CEV Órgão: UECE Prova: UECE-CEV - 2019 - UECE - Vestibular - Segundo Semestre |
Q1003865 Inglês

How a Canadian Chain Is Reinventing Book Selling

By Alexandra Alter

            About a decade ago, Heather Reisman, the chief executive of Canada’s largest bookstore chain, was having tea with the novelist Margaret Atwood when Ms. Atwood inadvertently gave her an idea for a new product. Ms. Atwood announced that she planned to go home, put on a pair of cozy socks and curl up with a book. Ms. Reisman thought about how appealing that sounded. Not long after, her company, Indigo, developed its own brand of plush “reading socks.” They quickly became one of Indigo’s signature gift items.

            “Last year, all my friends got reading socks,” said Arianna Huffington, the HuffPost cofounder and a friend of Ms. Reisman’s, who also gave the socks as gifts to employees at her organization Thrive. “Most people don’t have reading socks — not like Heather’s reading socks.”

            Over the last few years, Indigo has designed dozens of other products, including beach mats, scented candles, inspirational wall art, Mason jars, crystal pillars, bento lunchboxes, herb growing kits, copper cheese knife sets, stemless champagne flutes, throw pillows and scarves.

            It may seem strange for a bookstore chain to be developing and selling artisanal soup bowls and organic cotton baby onesies. But Indigo’s approach seems not only novel but crucial to its success and longevity. The superstore concept, with hulking retail spaces stocking 100,000 titles, has become increasingly hard to sustain in the era of online retail, when it’s impossible to match Amazon’s vast selection. 

            Indigo is experimenting with a new model, positioning itself as a “cultural department store” where customers who wander in to browse through books often end up lingering as they impulsively shop for cashmere slippers and crystal facial rollers, or a knife set to go with a new Paleo cookbook. Over the past few years, Ms. Reisman has reinvented Indigo as a Goop-like, curated lifestyle brand, with sections devoted to food, health and wellness, and home décor. 

         Ms. Reisman is now importing Indigo’s approach to the United States. Last year, Indigo opened its first American outpost, at a luxury mall in Millburn, N.J., and she eventually plans to open a cluster of Indigos in the Northeast. Indigo’s ascendance is all the more notable given the challenges that big bookstore chains have faced in the United States. Borders, which once had more than 650 locations, filed for bankruptcy in 2011. Barnes & Noble now operates 627 stores, down from 720 in 2010, and the company put itself up for sale last year. Lately, it has been opening smaller stores, including an 8,300-square-foot outlet in Fairfax County, Va.

            “Cross-merchandising is Retail 101, and it’s hard to do in a typical bookstore,” said Peter Hildick-Smith, president of the Codex Group, which analyzes the book industry. “Indigo found a way to create an extra aura around the bookbuying experience, by creating a physical extension of what you’re reading about.”

            The atmosphere is unabashedly intimate, cozy and feminine — an aesthetic choice that also makes commercial sense, given that women account for some 60 percent of book buyers. A section called “The Joy of the Table” stocks Indigobrand ceramics, glassware and acacia wood serving platters with the cookbooks. The home décor section has pillows and throws, woven baskets, vases and scented candles. There’s a subsection called “In Her Words,” which features idea-driven books and memoirs by women. An area labeled “A Room of Her Own” looks like a lush dressing room, with vegan leather purses, soft gray shawls, a velvet chair, scarves and journals alongside art, design and fashion books.

            Books still account for just over 50 percent of Indigo’s sales and remain the central draw; the New Jersey store stocks around 55,000 titles. But they also serve another purpose: providing a window into consumers’ interests, hobbies, desires and anxieties, which makes it easier to develop and sell related products. 

            Publishing executives, who have watched with growing alarm as Barnes & Noble has struggled, have responded enthusiastically to Ms. Reisman’s strategy. “Heather pioneered and perfected the art of integrating books and nonbook products,” Markus Dohle, the chief executive of Penguin Random House, said in an email. 

            Ms. Reisman has made herself and her own tastes and interests central to the brand. The front of the New Jersey store features a section labeled “Heather’s Picks,” with a display table covered with dozens of titles. A sign identifies her as the chain’s “founder, C.E.O., Chief Booklover and the Heather in Heather’s Picks.” She appears regularly at author signings and store events, and has interviewed prominent authors like Malcolm Gladwell, James Comey, Sally Field, Bill Clinton and Nora Ephron. 

            When Ms. Reisman opened the first Indigo store in Burlington, Ontario, in 1997, she had already run her own consulting firm and later served as president of a soft drink and beverage company, Cott. Still, bookselling is an idiosyncratic industry, and many questioned whether Indigo could compete with Canada’s biggest bookseller, Chapters. Skepticism dissolved a few years later when Indigo merged with Chapters, inheriting its fleet of national stores. The company now has more than 200 outlets across Canada, including 89 “superstores.” Indigo opened its first revamped concept store in 2016. 

            The new approach has proved lucrative: In its 2017 fiscal year, the company’s revenue exceeded $1 billion Canadian for the first time. In its 2018 fiscal year, Indigo reported a revenue increase of nearly $60 million Canadian over the previous year, making it the most profitable year in the chain’s history. 

            The company’s dominance in Canada doesn’t guarantee it will thrive in the United States, where it has to compete not only with Amazon and Barnes & Noble, but with a resurgent wave of independent booksellers. After years of decline, independent stores have rebounded, with some 2,470 locations, up from 1,651 a decade ago, according to the American Booksellers Association. And Amazon has expanded into the physical retail market, with around 20 bookstores across the United States.

            Ms. Reisman acknowledges that the company faces challenges as it expands southward. Still, she’s optimistic, and is already scouting locations for a second store near New York.

https://www.nytimes.com/2019/05/01

According to the text, the response of publishing executives to Ms. Reisman’s strategy of “integrating book and non-book products” has been
Alternativas
Respostas
801: E
802: E
803: A
804: D
805: A
806: E
807: C
808: B
809: E
810: B
811: E
812: A
813: B
814: A
815: B
816: A
817: D
818: C
819: B
820: C