广告的轰炸式推广已威胁新闻业生态

But I find it hard not to laugh at the moral outrage of news publishers whose muckraking is outflanked by cute cat videos. As long as media buyers and advertisers do not distinguish among consumers who find news through search engines and those who are drawn to entertainment through Facebook likes and Twitter mentions, all free content will compete equally and volume will win.
然而，我禁不住要嘲笑那些新闻出版商的道德义愤了——他们披露的丑闻影响力还赶不上可爱的猫咪视频。只要媒体采购机构和广告商不区分那些用搜索引擎寻找新闻的顾客和出于娱乐目的而被Facebook的“赞(like)”及推特的“提到(mention)”吸引的顾客，所有免费内容都将平等竞争，点击量将决定一切。

The reality is that Gawker and sites such as Mail Online, drawn from the UK tabloid tradition, face being hoist by their own petard. Having defined success by how many clicks they gain for sensational stories, they find that someone else has invented a better traffic trap (although the fast-growing Mail Online still beats BuzzFeed on number of visitors).
现实是Gawker及脱胎于英国小报传统的Mail Online这类网站正面临自食其果的窘境。它们原本以轰动性报道所获点击率来衡量报道的成功程度，如今他们却发现，其他人发明了比他们更吸引点击量的的东西（尽管快速成长的Mail Online访问人数依然打败了BuzzFeed）。

The inventor is Jonah Peretti, co-founder of the Huffington Post and founder of BuzzFeed. From an early experience of a viral email exchange with Nike when he tried to have the word “sweatshop” printed on a pair of running shoes, he has become a pioneer of digital word-of-mouth.
这种策略是由《赫芬顿邮报》(Huffington Post)共同创始人、BuzzFeed网站创始人乔纳•佩雷蒂(Jonah Peretti)发明的。当初，他曾试图在一对跑鞋上印上“血汗工厂(sweatshop)”一词，当时他与耐克(Nike)之间的病毒式电子邮件往来经历，令他成为数字化口碑式传播的先锋。

His insight was that sharing works differently from search. Search is a way to discover information, whereas sharing is prompted by emotion. People read all kinds of material but they mostly share stories or videos that create positive reactions, such as laughter; or actively negative ones, such as anger.
他意识到，分享与搜索具有不同的运行方式。搜索是发现信息的途径，而分享则是由情绪推动的。人们会阅读各种各样的材料，但多数情况下，他们会分享的内容要么是那些引起正面反应（比如令人大笑）的故事或视频，要么是那些产生积极负面反应（比如愤怒）的内容。