Google与报纸行业的关系

想找替罪羊是可以理解的。但正如默多克所说，真正威胁到新闻行业的是过去垄断地位带来的自满情绪，而不是科技。
It's understandable to look to find someone else to blame. But as Rupert Murdoch has said, it is complacency caused by past monopolies, not technology, that has been the real threat to the news industry.
　　
不过，我们意识到，新闻采集的危机并不只是新闻行业的问题。对一个行之有效的民主制度来说，准确的信息流、多样化的观点以及正确的分析是非常重要的。我们也承认，报纸很难从他们的网络内容获得收入。但正如新闻行业当前的问题并非只有一个根源一样，这方面没有单一的解决方案。我们希望与出版商携手，帮助他们赢得更多的受众，更好地接触读者，获得更多的收入。
We recognize, however, that a crisis for news-gathering is not just a crisis for the newspaper industry. The flow of accurate information, diverse views and proper analysis is critical for a functioning democracy. We also acknowledge that it has been difficult for newspapers to make money from their online content. But just as there is no single cause of the industry's current problems, there is no single solution. We want to work with publishers to help them build bigger audiences, better engage readers, and make more money.

解决这一挑战将意味着运用科技开发新的方法，去影响读者、更长时间地留住读者，以及整合免费和付费渠道提高收入。我相信，这还需要我们在争论中改变基调，意识到我们都必须共同努力，在数字化时代实现新闻业的希望。
Meeting that challenge will mean using technology to develop new ways to reach readers and keep them engaged for longer, as well as new ways to raise revenue combining free and paid access. I believe it also requires a change of tone in the debate, a recognition that we all have to work together to fulfill the promise of journalism in the digital age.
　　
谷歌认真对待我们所承担的职责。我们已经在携手新闻行业的三十多家合作伙伴进行试验，推出一项名为Google Fast Flip的服务。这项服务的理念是，如果我们让阅读文章变得更为便捷，那么用户就会阅读更多的文章；这个理念在实践中似乎收到了效果。出现在新闻内容侧边的显示广告所带来的收入大部分都将属于我们的新闻合作伙伴。
Google is serious about playing its part. We are already testing, with more than three dozen major partners from the news industry, a service called Google Fast Flip. The theory -- which seems to work in practice -- is that if we make it easier to read articles, people will read more of them. Our news partners will receive the majority of the revenue generated by the display ads shown beside stories.
　　
正如一些报纸似乎正在思索的，收费提供网络内容的阅读和继续让文章链接出现在谷歌资讯和谷歌搜索中，二者并不是非此即彼的选择。他们可以双管齐下。
Nor is there a choice, as some newspapers seem to think, between charging for access to their online content or keeping links to their articles in Google News and Google Search. They can do both.
　　
这是一个开端。但我们可以携手向着我一开始概述的梦幻新闻小工具努力。手机的功能进步和所有者数量增长越来越快，带来了巨大的潜力。随着更多的手机连接互联网，手机正在变成阅读工具，可以发送报导、商业报告以及广告。这些手机知道你身处何处，可以提供具有地理相关性的信息。未来会出现更多的新闻、更多的评论以及更多的争论机会，而不是更少。
This is a start. But together we can go much further toward that fantasy news gadget I outlined at the start. The acceleration in mobile phone sophistication and ownership offers tremendous potential. As more of these phones become connected to the Internet, they are becoming reading devices, delivering stories, business reviews and ads. These phones know where you are and can provide geographically relevant information. There will be more news, more comment, more opportunities for debate in the future, not less.
　　
最出色的报纸总是像一面镜子反映出自己所在的社会。现在他们可以为读者提供一个数字化空间，让读者可以聚集和交谈。正如我们已经目睹电视行业随着观众拥有更多选择和新提供商的加入而出现了不同的支付模式；我认为，我们会在新闻行业看到同样的情形。我们可能会很容易看到，在针对特定读者群体内容的订阅和付费阅读之外，还会有免费供大众市场阅读的内容，这部分内容通过广告获得收入。
The best newspapers have always held up a mirror to their communities. Now they can offer a digital place for their readers to congregate and talk. And just as we have seen different models of payment for TV as choice has increased and new providers have become involved, I believe we will see the same with news. We could easily see free access for mass-market content funded from advertising alongside the equivalent of subscription and pay-for-view for material with a niche readership.

我当然不认为，互联网意味着新闻的终结。通过创新与科技，新闻业可以寻找到新的盈利能力和活力，经受住冲击。电视并没有扼杀广播明星，而是另外创造了一个全新的行业。
I certainly don't believe that the Internet will mean the death of news. Through innovation and technology, it can endure with newfound profitability and vitality. Video didn't kill the radio star. It created a whole new additional industry.