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The listening exercises in Business Spotlight Übungsheft (p. 5) are based on the article “World of records” (Names & News, p. 9). Here, we provide you with the audio file and transcript.
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World of records
In the 1950s, the boss of the Guinness breweryBrauereiBrewery had an idea to promote his beer — create a book full of facts that would settle sth.etw. beilegensettle the most common argumentDebattearguments people have in pubs. In 1955, the first Guinness Book of World Records was published and quickly became a hit. By the 1990s, it was the bestselling copyrighted book in the world. In 2004, it sold its 100 millionth copyhier: Exemplarcopy.
In the digital age, however, people can look up any record or fact on the internet. So, the company Guinness World Records (GWR) had to transform itself. Today, GWR is less like a publisherVerlagpublisher and more like a consultancyBeratungsunternehmenconsultancy. For a feeGebührfee, the company will advise on choosing, organizing and adjudicate sth.über etw. entscheidenadjudicating a record attempt. Whether it’s the fastest haircut (47.17 seconds) or the most people playing Monopoly (733), GWR will be there, and its media team will film and create the social media-friendly content.
In a highly competitivewettbewerbsorientiertcompetitive media world, making a record attempt — or sponsoring one — is an effective way for brandMarkebrands and influencers to get people’s attention. And the title of “world’s greatest” is valuable intellectual propertygeistiges Eigentumintellectual property, which only GWR has the status and history to award.