网络"注意力经济"新标准点击不再是王道

2014-10-23 15:18:37来源：可可英语

　　There aren’t many things that can capture a busyjournalist’s attention. A juicy scoop, for one. Theflashing lights of an ambulance may be another. (Wetend to be the types that run toward danger.) And,for the vast majority of those writers and editorsthat work online, the hypnotic bounce of theChartbeat needle telling them who’s reading theirstory at that very moment.

　　能吸引匆匆忙忙的记者注意力的事情不多。有趣的独家新闻算是一种。呼啸而过的救护车大概算另外一种。(这里特指冲在危险第一线的记者。)而对于绝大多数网络作者和编辑们而言，能够吸引他们注意力的，则是Chartbeat指针像催眠一样的跳动，因为它能显示出某一时刻有哪些人正在阅读其文章。

　　The New York-based company, which offers real-time analytics for websites, has in just a fewyears worked its code into the websites of 80% of the top online publishers, including the oneyou’re reading right now. It has changed the way they react to traffic data. It used to be thatyou’d have to wait until the next day for data (pageviews, unique users, et cetera) tounderstand how stories performed. Then it became the next hour. With Chartbeat, it’s nearlyinstantaneous. A look at the “concurrents” needle on the Chartbeat dashboard is like staring ata person’s beating heart during an MRI scan.

　　提供网站实时分析服务的纽约公司Chartbeat，在短短几年内，客户便覆盖了80%的顶级在线出版商的网站，包括《财富》的英文网站。它改变了媒体对待流量数据的方式。很早之前，网络媒体第二天才能得到数据(页面访问量、独立用户等)，了解文章的受欢迎程度。后来变成了只需等待一个小时。如今有了Chartbeat，网络媒体几乎可以即时得到数据。看着Chartbeat控制面板上的“同步”指针，就像通过核磁共振扫描盯着一个人的心脏跳动一样。

　　This dynamic has changed the way publishers react. You’ve no doubt noticed it. Headlines arerefined on the fly. Secondary stories are promoted with more precise timing. And, of course,the bait becomes more click-y, fueled by an online display advertising business model thatrewards views instead of interest. (Exhibit A: The headline used, quite tongue in cheek, on thisstory.)

　　这种方式已经改变了出版商应对数据的方式。读者肯定注意到了。头条的标题被不断地精心调整。次要文章的推广时间被定得更加精确。当然，受在线显示广告根据浏览量而非兴趣付费的商业模式驱动，你会发现那些“诱饵”内容也更吸引人点击了。。(证据一：这篇文章就使用了“吸引眼球”的标题。)

　　The underlying model has been the most troublesome, and it’s the primary reason why “SixTotally Shocking, Crazy, Outrageous Predictions About the War Against the Islamic State” and“Watch a Woman Attempt to Lose One Pound in 20 Minutes” are used to headline stories you’veprobably already seen elsewhere. The headline has always been a chief tool to grab a reader’sattention, but today’s model rewards publishers who exaggerate to reach far beyond theirtarget audience.

　　这种基本模式一直令人头痛不已，所以，你会经常看到类似“一位女性如何在20分钟内减掉一磅”这样的标题，而其实里面的内容你或许已经在其他地方看过。标题一直是吸引读者注意力的主要工具，但现在的模式却正鼓励出版商极尽夸张之能事，以最大可能吸引读者。

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