19. Net To Newspapers: Drop Dead 当报纸遭遇网络死路一条 当报纸遭遇网络
  1.Newspapers are cockroaches . 报纸就像是蟑螂,生命力超强。 No matter what is introduced into the media ecosystem, the oldest of the Big Media survives. 无论传媒界的“生态系统”出现什么新的对手, 这个传媒业老大哥总能安然度过。 Despite decades of doomsayers, newspapers prospered through radio, through TV and cable, through video games, through the Internet... 尽管十多年来,不断有人预言 报纸会走向穷途末路,报纸还是顺利经受了广播、电视、电报、电视游戏和因特网的挑战 和考验而继续蓬勃发展……。 Not so fast. 稍等,先别这么乐观。 Suddenly, even sober Wall Street analysts think something new is afoot.突然之间, 事态似乎起了变化,甚至是华尔街冷静的分析家们也认为新情况在悄然发生。
  2.What looms now "is different from all other threats," says Lauren Rich Fine, a Merrill Lynch & Co. analyst who has covered the industry since the 1980s. Lauren Rich Fine是美林证券的分析家,他从20世纪80年代就开始关注这个行业的发展,他说:“这 次报纸受到了前所未有的威胁。” Consumers are shifting decisively to online information, says Fine, especially the young, and are no longer yoked to the local newspaper. " Lauren Rich Fine说,人 们,尤其是年轻人,坚决地由报纸转向了网络信息,从而摆脱了报纸的束缚。 Ads are following the eyeballs to where they make transactional decisions." “在 消费者要做出与交易相关决定时,他们的眼球盯在哪里,广告就会跟到哪里。” Fine recently forecast that newspapers' profit margins are set to enter a long period of decline.Lauren Rich Fine最近预测,报纸的利润要陷入长期低迷。
  3.The new and troubling reality for newspapers is that even if they excel as purveyors of information to appreciative audiences, they still face tough business terrain. "最新的残酷现实是,虽然报纸对于能欣赏他们的忠实读者来说,仍然是信息传 播的强力媒介,但它们仍然面临着残酷的商业前景。 They can try to be the destination where you go online and [can] be really successful with citizen journalism and blogs," says Fine. Fine说:“报纸可以试着牵手网络, 随着博客和平民新闻业的发展而获得成功。” But such innovations are "not going to pay a lot of bills."但是这样的革新也“不 会帮助报社减轻多少运营的成本压力。”
  4.Newspaper execs are groping for some killer app, but nothing has yet taken hold. 报业主管们仍然在探寻能一招制敌的解决问题的良方,但目前仍是一无所获。 Charging for online content works for The Wall Street Journal, where Web-only subscriptions cost $79still far below the $215 print subscriptionbut no other brand-name newspaper dares to follow. 《华尔街日报》对网上信息进行收费,似乎还 挺奏效。电子版报纸的订费是每年79美元,比215美元的印刷版便宜多了。然而,其他知名 报纸都不敢原样照搬它的经验: The New York Times will charge Web users to read its columnists' prose later this year, but the Los Angeles Times just lifted the fee for its arts listings site,
calendarlive.com. Washington Post Co.Chairman Donald E. Graham has said he won't charge for washingtonpost.com.《纽约时报》今年后半年只会对专栏的内容进行收费; 但是《落杉机时报》只是提高了其艺术版calendarlive.com的费用;《华盛顿邮报》的主 席DonaldE.Graham说他们不打算对网站washingtonpost.com进行收费。
  5.Internet damage was quantified in an April McKinsey & Co. report on online classified ads that bluntly talked about "price destruction." 麦肯锡在四月份出 示的一份关于在线分类广告的报告中,就因特网对报业造成的损失进行了量化分析,报告 中很直率地谈到了“价格竞争”。The Internet's effect on help-wanted classifieds, the study found, cost newspapers $
  1.9 billion in revenue between 1996 and 20
  04. 研 究发现,因特网对照品类广告产生了巨大的影响,导致报纸在1996-2004年间营业收入损失 19亿美元。 And classified-ad categories like real estate and automotive may not be exempt from such trends, the report warned. 分类广告中类似房地产和汽车等专栏可能也未能逃脱 厄运。 Newspapers have been hurt by the quiet march of free (or low-cost) classifieds on craigslist.org, which now serves more than 100 U.S. regions and 33 countries and logs more than
  2.5 billion page views a month.报告警告说:craigslist.org上的免 费分类广告快速蔓延,这个网站已经覆盖了33个国家和美国国内100多个地区,一个月之内 会有25页的阅读量,报纸已经深受其害。
  6.Further pressure may be discerned in analysts' studies showing recent increases in discounted newspaper subscriptions. This coincided roughly with widespread broad-band adoption, enabling painless perusal of endless free content. And it has occurred alongside the advent of free dailies from the likes of Sweden's Metro International10 and Knight Ridder11, which in February bought five free dailies in California.
  6.分析家的研究结果说明了报业面临着更深一层的压力-报纸订阅开始打折。 当今宽带广 泛采用,读者能够毫不费力地阅读无限量的免费信息。在这样的背景下,瑞典的Metro International和Knight Ridder开始发行免费日报,Kinght Ridders收购了五家旧金湾地 区的免费赠阅日报。
  7.Companies like Knight Ridder and Tribune Co. have also moved aggressively into low-cost and free classifieds online. But holding share via ultra-low prices means, in bottom-line terms, that "you lose for winning," says Fine, substituting lower-margin for higher-margin business. Knight Ridder exec Hilary A. Schneider disputes the lower-margin claim, pointing to successes with online and offline classified packages. But that doesn't convince. Given the Internet's vast, almost infinite, expanse, scarcity will never drive ad pricing online. "There's just so much inventory out there," says Deutsche Bank analyst Paul Ginocchio.
  7. Knight Ridder和Tribune Co.等公司通过(免费日报等)手段向网上的低成本或免费 分类广告发起攻势,可谓来势汹汹。但是,Fine认为,如果我们看看最终的经营结果,通 过超低价格来争取市场份额是“杀敌三千,自损一万”, 这样做只不过是用低利率的经营取代 了高利润的经营。Knight Ridder的高管Hilary A.Schneider对这种“低利润率经营”的说法 不以为然,Schneider也很自豪于自己将网上与报纸的分类广告进行组合的成功尝试。但光 是这点成功是不具备足够说服力的。要知道互联网的覆盖面是极其宽广甚至无边的,不管
其中登出的某些需求多么冷僻,也永远不会打压互联网广告的价格。德意志银行的分析员 Paul Ginocchio说:“互联网上的分类目录真是浩瀚无边。”
  8.No medium disappears quickly, and it will be a while before rusting newspaper boxes creak vacantly in the breeze. Newspaper companies now pursue digital deals. Recently, Gannett acquired online ad tech provider PointRoU, and E.W. Scripps snagged comparison shopping service Shopzilla. Diversifying means snapping up Web outfits-and therein lies an unpleasant reminder. Newspapers are cockroaches. But the Net's starting to resemble Black Flag.12
  8.如何一个媒体形式都不会快速消亡。 要等到“生锈的空报纸纸箱在微风中吱吱做响” 的 情景尚需时日。报业一直在寻求并购网络公司。最近,Gannett收购了在线广告技术提供商 PointRoll,E.W.Scipps则收购了价格比较购物网站Shopzilla。 多元化意味着各大报纸都在 迅速为自己增添网络装备--然而网络却总是带着不祥的暗示:报纸的生命力确实如蟑螂般 顽强,但网络却开始带着杀气向它走来。
 

相关内容

12石油英语学习材料

       本文由dygdfr1贡献     doc文档可能在WAP端浏览体验不佳。建议您优先选择TXT,或下载源文件到本机 查看。     12.Taking chances,Making chances 抓住机遇,制造机遇 Lecturer Charles  Hobbs sometimes tells about a woman who lived in London over a century ago . She saved what little money she could wor ...

16石油英语学习材料

   16.The Germanic Languages日耳曼语系 1.Most people have heard of the Tower of Babel story in the Bible. According to this story,long ago all people spoke the same language. Later,however,they were punished by speaking a great number of different tongues. ...

20石油英语学习材料

   20. If Lincoln Had Used a Computer 如果林肯使用过计算机…… 1. The ad for a software program caught my eye. It said,"Write better in 30 days or your money back." 1、有一则计算机软件的广告引起了我的注意。它说:“要是30天之内不能提高你的写作 能力,就将原款退还。”2. I'm familiar with computer progra ...

18石油英语学习材料

   18.The Delights of South Island 南岛之乐 1.One of the odder coincidences of physical geography is the fact that there are two double islands, roughly the same size, positioned at each other's antipodes, or farthest-distant point. The islands of England ...

17石油英语学习材料

   17.How Americans Eat and Drink 美国人的饮食 1.Coca-Cola is the best-selling soft (non-alcoholic) drink in the world. 165 million "Cokes" are sold every day,from the equator to the Arctic. But whereas outside the USA Coke tends to be a young per ...

11石油英语学习材料

   11.Smoking and Cancer 吸烟和癌 1. Americans smoke six thousand million cigarettes every year (1970 figures). This is roughly the equivalent of 4,195 cigarettes a year for every person in the country of 18 years of age or more. It is estimated that 51% ...

13石油英语学习材料

   13.The Province of Alberta 阿尔伯达省 1. Alberta is located in the western part of Canada and is the westernmost among the Prairie Provinces. To its west is British Columbia while to its east is Saskatchewan. Its south borders on the U.S. state of Monta ...

英语学习

   在外企工作三年的我 给大家一些英语学习得建议和忠告 附送下载资 料无数 外企工作三年 给大家一些有用得建议 附送学习资料 我的英语在大学就一直不行,勉强混过四级,只能说是碰巧读了研, 我的英语在大学就一直不行,勉强混过四级,只能说是碰巧读了研,英 语怎么考过的我自己都没想明白。 语怎么考过的我自己都没想明白。从毕业四年后基本都快把英语忘掉 企业)工作以来, 了。三年前因为一个特殊的机遇进入外企(美国 企业)工作以来,断 三年前因为一个特殊的机遇进入外企( 断续续学了很久的英语。进展一直不大, ...

英语学习

   英语学习 这篇文章非常长,但个人认为写的非常好,建议分十几次看完。我已经看了好几遍, 这篇文章非常长,但个人认为写的非常好,建议分十几次看完。我已经看了好几遍, 但觉得仍是没有研究透。好东西不敢独专,发给大家共享之。 但觉得仍是没有研究透。好东西不敢独专,发给大家共享之。当然文章中的观点不一定全 部正确,但有些说的确实有道理,欢迎大家各抒己见。 部正确,但有些说的确实有道理,欢迎大家各抒己见。 1 ○ 学好英语非常重要。因为英语的已经成了事实上的全球通用语言, 学好英语非常重要。因为英语的已 ...

英语学习

   经验分享:学习英语的五个好习惯 好的学习习惯会对我们的学习有很大的帮助,下面和大家介绍几个有用的习惯 还有就是要改掉的一些习惯,分成英语(论坛)学习的背单词,阅读,朗读,听写还有写作的习惯。 1、背单词的习惯 似乎背单词永远是中国学生英语好坏的标准,也是考察的重要内容,那么我首先要和大家谈这个问题,就是背单词的习惯问题。 首先,重复次数不是越多越好。同次背诵的时候,抄写或者朗读的次数不是越多越好,而是在72小时内进行有效的重复,基本上我们喜欢做的抄10次就够了,再多的次数其实在不久之后就会很容 ...

热门内容

暑期教师培训教师英语考试题

   2011 年暑期教师学习测试题 考号:公共部分( 公共部分(20 分) 一、 公共部分(每空 0.5 分,11 小题 3 分,共 20 分) 1、 国家中长期教育改革和发展规划纲要指出: ( 坚持 是教育改革发展的战略主题,纲要指出到 2020 年普及( 2、 教师法中明确指出: 国家实行 ( 的学校教育制度,实行( 3、 教育科学是以( 姓名:的总称。 4、 教育的基本形态主要有( 6、 新 课 程 标 准 中 的 三 维 目 标 是 指 ( ( ( ( ( 10、 ( 11、 ) ( ) ...

免费:外企office常用英语

   外企 office 常用英语 1. In the middle of something?正在忙吗? 我知道有许多许多的人, 对于某一种概念学会了一种说法之后, 从此就只会用这种说法. 例如‘你在忙吗?’这个句子, 很多人在国中起就知道要说, "Are you busy?" 讲到了来美国 留学三年, 他还是只会说 "Are you busy?". 其实有时候我们的眼界要放广一点, 对于同一 个概念要有不同的变化. 就像是 "Are you b ...

《新概念英语》[第2册]单词表-手机版

   非常抱歉,该文档存在转换错误,不能在本机显示。建议您重新选择其它文档 ...

英语演讲

   功英语演讲的秘诀:开场白、 功英语演讲的秘诀:开场白、结束语 应对问题 -I will be pleased to answer any questions you may have at the end of the present ation. -Please can you save your questions till the end. -If you have any questions, I will be pleased to answer them at the end o ...

2小时撑握英语

   两小时掌握学英语的秘诀 作者:张少[fenye]入乌龟老祖的家,小米惊呆了[fenye]种借力的方式呢?请写下您的高见[fenye]为什么呢?”小米心想:我把目标定下来,记在心里不就行了吗?有必要那么费事地写到纸面上吗[fenye]式教学法,而采用教练式教学法,那我会怎样学习呢?”小米问 ...