Because of the rising costs of gasoline, a small bus company has decided to decrease the number of weekend trips it runs to a nearby metropolitan area by one third. It will not lose any riders, because the decreased number of trips is adequate for the existing number of weekend riders. The company will save substantially on fuel costs and will have one fewer driver working on weekends. Moreover, the bus company will continue to raise revenue through print advertising inside the bus and on the bus’s exterior.
Which of the following, if true, provides the strongest evidence that the bus company’s profits are likely to decrease if the company implements the plan?The company thinks cutting weekend trips by one third will not reduce ridership, will lower fuel and labor costs, and will keep advertising revenue. To show profits will likely decrease, we need something that reduces revenue (especially advertising revenue) or adds costs in a way the plan overlooks.
A. Many of the weekend riders would continue riding the bus even if the fare was increased.
This suggests the company could raise fares, which would tend to increase profit, not decrease it.
B. Most of the advertisers will continue to spend the same amount on advertising per mile and the displaced weekend driver will not earn more by switching to a weekday route at the company.
If advertisers pay per mile, then running fewer trips means fewer miles, so
ad revenue falls even if the rate per mile stays the same. That directly threatens profits and also fits the passage’s mention of advertising revenue. The driver part is basically neutral, but the ad revenue drop is a strong reason profits could decrease.
C. The displaced weekend driver will earn the same salary driving on weekdays and the advertisers will increase their advertising on the weekend.
This suggests costs may not fall (same salary) and revenue could rise (more ads), so it does not support profit decreasing.
D. Maintenance costs per bus will remain constant.
Neutral. It neither adds a new cost nor shows revenue falls.
E. The increased cost of fuel increases the operating costs of one round trip by twenty per cent.
That explains why they want to cut trips, but it does not show profits will drop after cutting them; if anything it makes cutting trips look more beneficial.
Answer: (B)