Facebook攜手9家媒體推出新聞快讀服務
In their quest to build profitable and more far-reaching digital audiences, publishers in the US and Europe have turned to the world’s largest social network for help.
爲了發展有利可圖和更廣的數字受衆，美國和歐洲的出版商向全球最大的社交網絡尋求幫助。Nine media organisations, including the BBC through its youth-oriented Newsbeat service, the Guardian and the New York Times, have struck a deal with Facebook to publish some of their content directly through the social network rather than simply hosting it on their own sites as part of a trial.
包括英國廣播公司(BBC)、《衛報》(Guardian)和《紐約時報》(New York Times)在內的9家媒體機構與Facebook簽署了一項協議，嘗試通過後者直接發佈它們的部分內容，而非只是發佈在自己的網站上。BBC是通過其面向年輕人的Newsbeat服務參與該項目的。
Facebook says the publishers will be able to keep 100 per cent of any revenue from advertising they sold directly. Publishers will also be able to sell remaining ad space via Facebook, which would take a 30 per cent cut.
Facebook表示，出版商將能夠保留他們直接銷售的所有廣告收入。出版商也可以通過Facebook出售剩餘的廣告空間，後者將會抽取30%的收入。
The nine publishers initially participating in Instant Articles are the New York Times, National Geographic, BuzzFeed, NBC News, The Atlantic, The Guardian, BBC News, Spiegel and Bild, the German tabloid newspaper.
首批參與Instant Articles項目的9家出版商是《紐約時報》、《國家地理》(National Geographic)、BuzzFeed、NBC新聞(NBC News)、《大西洋月刊》(The Atlantic)、《衛報》、BBC新聞(BBC News)、《明鏡週刊》(Der Spiegel)以及德國小報《圖片報》(Bild)。The move comes as increasing numbers of readers rely on the social network as the main portal through which they receive news. Facebook wants not only to point users to news sites but to be the place where they stay and consume it, too.
在Facebook與這些出版商合作之際，越來越多的讀者將社交網絡作爲他們獲取新聞的主要渠道。Facebook希望不僅僅是將用戶導向新聞網站，而且還能讓用戶留在Facebook進行新聞消費。Facebook already accounts for nearly 20 per cent of the Guardian’s web traffic, excluding visits to its own apps, and about 15 per cent of traffic to the New York Times site.
Facebook已經爲《衛報》網站貢獻了近20%的流量（不包括其自身應用的訪問量），爲《紐約時報》網站貢獻了約15%的流量。The BBC and Bild declined to reveal their figures.
BBC和《圖片報》拒絕披露它們的數據。Mark Thompson, the chief executive of the New York Times, says it made sense to tap into Facebook’s audience. “History suggests that judicious engagement with other platforms makes sense,” he told the Financial Times, adding that the newspaper will have complete control over which stories appear as “Instant Articles” in the Facebook feed.
《紐約時報》首席執行官馬克•湯普森(Mark Thompson)表示，開發Facebook的受衆非常有意義。他向英國《金融時報》表示：“歷史表明，明智地與其他平臺合作很有意義。”他補充稱，《紐約時報》將對出現在Facebook信息流上的“Instant Articles”文章有完全的控制權。The deal would give the company “access to new pools of users, people discovering your journalism and monetising through advertising”, he says.
湯普森說，該協議將讓《紐約時報》“獲得大量的新用戶，他們通過廣告發現新聞和商業機會”。The Facebook deal follows complaints by some publishers that internet groups such as Google and Facebook undermine their own online businesses.
在Facebook與出版商合作之前，一些出版商抱怨稱，谷歌(Google)和Facebook等互聯網集團侵蝕了他們自己的在線業務。Rupert Murdoch’s News Corp, for example, a critic of Google and Facebook, is not participating.
例如，魯珀特•默多克(Rupert Murdoch)的新聞集團(News Corp)就對谷歌和Facebook持批評態度，沒有參與此次協議。Others have expressed concern that Facebook would have too much power over which stories appear and where they are placed.
其他出版商則擔心，Facebook將對新聞內容和版面擁有太多的權力。Facebook said the scheme would give publishers “control over their stories, brand experience and monetisation opportunities”, including access to some user data.
Facebook表示，該項目將給予出版商“對內容、品牌體驗和商業機會的控制權”，包括可以獲得部分用戶數據。Online sharing of news articles has already lured some readers away from publishers’ home pages towards social media sites.
在線新聞分享已經讓部分讀者離開出版商的網站，轉向社交媒體網站。According to the Pew Research Center, 39 per cent of Americans use Facebook for political news — significantly more than the proportion who use Yahoo News, Google News or Twitter to do so.
皮尤研究中心(Pew Research Center)的數據顯示，39%的美國人使用Facebook來獲取政治新聞，遠遠超過使用雅虎新聞(Yahoo News)、谷歌新聞(Google News)或者Twitter獲取政治新聞的人數比例。
