Pink, and read all over令人亢�的读物

Sports newspapers
体育报

 

Pink, and read all over
令人亢�的读物

 

General newspapers can learn from the success of sporting dailies
综合报纸可借鉴体育报的成功之处

 

Mar 17th 2011 | from the print edition

 

Mamma mia! Lazio lost again
妈的， 拉齐奥又输了！

 

FOR old-fashioned newspapers, the bad headlines keep coming. The Pew Research Centre, a think-tank in Washington, DC, reported this week that more Americans now get their news from the internet than from newspapers. But there is one sort of news that readers do still want to read on paper: a blow-by-blow account of a game involving their favourite sports team. Sporting publications' resilience explains why Innovation, a consultancy, is working on the launch of one new sports newspaper in Europe and the relaunch of another with a heavy emphasis on sport.

 

沿袭传统的报纸将拙劣的标题也一并延续。华府智库、皮尤研究中心在本周发布报告称，现在更多的美国人宁愿从网络了解新闻而不是报纸。但是有一类新闻是读者仍有意愿在报刊上读的：即是对于读者钟爱队伍的比赛进行的无所不包的全方位报道。体育报业的后劲十足可以从以下略见一斑，一家咨询公司Innovation在负责一家新报在欧洲发行工作的同时还要为另一家以体育内容为主的报纸做二度发行。

 

 

 

La Gazzetta dello Sport, a fixture of Italy's bars and football stands, recently recorded an average daily print readership of 4.3m―a record for any newspaper in the country. Spain's four biggest sports dailies, helped by the national team's triumph at the FIFA World Cup, have been doing far better than its top general newspapers (see chart). Many of their readers are newspaper-allergic young men.

 

《米兰体育报》是意大利酒吧和足球场看台的必备读物，最近的日平均读者人数已达430万――创造了全国所有报纸的记录。西班牙的四大体育日报，借西班牙队世界杯足球赛上夺冠之东风，保持旺盛势头，表现大大超过该国最大的综合类报纸。（见图表）他们的读者群体多数为（被称为）"对报纸过敏的"年轻人。

 

Online audiences can be much bigger. Last year Marca's website had 27m unique visitors a month, a colossal tally for a Spanish outfit. One-third of its total ad revenues come from the website, a remarkably high share. Other sports papers have gone into e-commerce and paid news delivered via mobile phones and tablet computers.

 

网络的读者群体则更加庞大。去年，马卡报网站拥有单月2700万独立访问人次，这对于一西班牙公司来说已经是相当巨大的数字了。公司广告收入的三分之一来自于网站这也是极大份额了。其他体育报纸已进军电子商务行业，以及通过手机、平板电脑传递付费讯息的领域。

 

One reason for their success has to do with the peculiar nature of sports-media consumption. Three years ago ESPN, a TV sports giant, commissioned a study in which American sports fans were followed around by researchers. They found fans consumed about twice as much media in an average day as other young men. They watched more television, listened more to the radio, checked for news on their mobile phones more often―and spent more time reading newspapers. Often, the growth of one news source comes at the expense of another. In sport that is not always the case.

 

体育报纸其成功因素其中之一与体育媒体消费的特殊性相关联。三年前，体育电视行业巨头ESPN做了一项对全美体育迷的跟踪调查研究。他们发现，体育迷平均每天会花约2倍于其他年轻人的时间关注媒体。他们会看更多电视、听更多广播、更加频繁地通过手机查询新闻――也会花更多时间读报。通常，一种新闻渠道（流量）得以增长另一渠道会受削弱。而在体育领域，这却不是金科玉律。

 

There are a few national sports papers, like La Gazzetta dello Sport and France's L'Equipe. But most are local, and deeply tribal. Tuttosport, based in Turin, is described by one Italian journalist as "the Pravda of Juventus", Turin's top football team. All sell better when the local team wins. Yet even the most partisan papers can be brutal in their treatment of underperforming players and managers. They serve the fans, not the teams.

 

全国性（发行）的体育报纸占有一定数量，比如《米兰体育报》和法国的《队报》。但大多数体育报都是地方报，而且是深根于本土的。都灵的《都灵体育报》就被一位意大利记者称为"尤文图斯的机关报"，尤文图斯是都灵市内最顶尖足球队。当主队获胜时一切报纸都更好卖，但即使最会跟风的报纸也会对表现拙劣的队员和教练员毫不留情面。它们（其实）是为球迷服务，而不是球队。

 

The sports papers are not entirely immune to the broader news business's problems. The paid circulation of many of them is slipping even as their readership grows. Nicola Speroni of La Gazzetta dello Sport points to competition from fan websites, satellite television and general newspapers, which are devoting more space to sport. But sports newspapers have two advantages. First, they are less fussy about separating news from advertising than most publications.Marca has gone so far as to change the letter "M" in its headlines to resemble the logo of Movistar, a mobile-phone firm. Second, they tend to treat their readers better. Gazeta Sporturilor, a Romanian paper, recently began creating what it calls "wikis"―articles incorporating readers' comments and suggestions.

 

体育报纸并非完全摆脱了更大众广泛新闻媒体的经营困境。即便阅读数量增长，它们中的多数的付费销量却在下滑。《米兰体育报》的尼古拉斯皮洛尼指出，竞争来自于球迷网站、卫星电视以及正要开辟更多体育版面的主流大众报纸。但是体育类报纸具有两大优势：第一，不同于大多数报刊，它们不会在为广告与新闻内容分离（问题）上吹毛求疵。《马卡报》竟然把它标题的"M"字母改成了代表Movistar的M图标。另外，它们似乎可更好地为读者服务。一家罗马报纸Gazeta最近开始创立自己的共同协作空间，它们称之为"维基（报道）"――文章由合作读者的评论和建议组成。 

 

Sports newspapers hardly exist in English-speaking countries, and seem unlikely to appear. In Britain, tabloid and even broadsheet newspapers monopolise coverage of sport. In America fans are spread between too many different sports, and the population is too mobile, to support local sports newspapers. An effort to launch a national one collapsed in 1991.

 

在英语国家，你几乎看不到体育专业报纸，也难有希望会出现。在英国，花边小报和甚至大开页报章已经垄断了体育报道。在美国，体育迷喜好分散于众多项目中，而且其人口流动频繁无法形成（支撑）地方体育报发展的基础。1991年，全国性报纸曾有过一次尝试发行，最终以失败告终。

 

But other publishers could nonetheless learn from the sports papers, argues Juan Señor of Innovation. The internet has not so much made paper obsolete as broken the model of aggregating news on paper. Consumers are moving away from bundles of domestic, national and international news, opinion, weather reports and TV listings. The papers that survive may be the ones that deliver one kind of news extremely well. The sports newspapers have done that since the starting whistle.

 

即便这样，Innovation的胡安塞纳建议，其余报纸出版者也可以从学体育报纸中之所长。互联网并没有破坏报纸总体新闻的模式，还不至于使之沦为过气品。现在消费者对连篇的地方市井新闻、国家国际大事、评论、天气预报和电视节目单逐渐失去兴趣。报纸要获生存，就得靠把某一方面新闻报得极其出色。在这场（激烈斗争的）号角吹响之后，体育类报纸做得了最好。

 

from the print edition | Business

 

注：
1. 关于标题 pink, read all over , 因为有个关于newspaper的英语谜语是what is black, white and red（read） all over?
此处作者套用此句 换用pink（激进的、狂热的）代指文章要讲的体育报纸。・・・不过我的翻译不太好 有更好的吗请建议！

 

2.resilence 指弹性、恢复力 an ability to recover from or adjust easily to misfortune or change 文章中指体育报的强劲反弹吗？
据上下文我没理解太透。

 

3."the Pravda of Juventus" ，Pravda指前苏联共党机关报《真理报》，有党政喉舌之意。

 

4.broadsheet newspaper, 指区别于一般小报的大页报纸，尤其指英国的严肃话题的报纸。 一般情况纯体育报道不属于严肃话题。