十大改變世界的互聯網第一(下)

t Live Music Stream

5.第一個現場音樂流

A major difference between the advent of the World Wide Web and other mediums like the radio and television is that the Web didn't rely on live feeds of sound or video. Instead, the Web was essentially an update of the printing press. At first it was just text, and as technology became more sophisticated the possibility for live video arose in 1993. So what music superstar of 1993 played the first online concert? Bjork? Counting Crows? Celine Dion?

萬維網的到來和其他媒體如收音機、電視機最大的不同是，網站並不依賴於聲音或者視頻的現場直播。相反，網絡基本上是一個不斷更新的印刷出版社。起初它只是文本，然後隨着技術越發高端，1993年出現了視頻直播。那麼是1993年的哪位巨星進行了第一場網絡直播音樂會呢？比約克？數烏鴉合唱團？席琳迪翁？

Actually, it was a little-known band called Severe Tire Damage, who played live on the Internet for the first time on June 24, 1993. STD was a rock band made up of computer technologists from Digital Equipment Corp., Xerox, Apple, and Sun, giving them inside knowledge of a technology called Multicast Backbone (M-bone). M-bone utilized voice and video and was used by the Internet Engineering Task Force. At the time, not many people saw the concert and they may not have received any recognition for their breakthrough, had it not been for The Rolling Stones. On November 22, 1994, the Stones were going to stream 20 minutes from their concert in Dallas utilizing M-bone, and the record label was promoting it as the first rock band in cyberspace. Already well versed in M-bone, STD jumped on the same stream and played before and after the Rolling Stones, a move that garnered them recognition as the first band to play live online.

事實上，是一個不太知名的樂隊Severe Tire Damage於1993年6月24日進行了第一場網絡直播演唱會。STD是一個由來自迪吉多電腦公司的幾位計算機技術專家組成的搖滾樂隊。施樂、蘋果以及太陽公司給他們提供了內部知識，M-bone多址傳播主幹網。多址傳播主幹網利用聲音和視頻，並且爲互聯網工程任務組所使用。當時若不是因爲滾石，並沒有很多人去看那場音樂會，而且大概也都沒有意識到他們的突破。1994年11月22日，滾石樂隊打算利用多址傳播主幹網傳送20分鐘他們在達拉斯市的演唱會，唱片公司宣傳說他們是網絡空間的第一支樂隊。已經十分精通多址傳播主幹網的STD樂隊就躍入同一個音樂流，在滾石樂隊前後進行演出，這使人們意識到他們纔是第一支進行網上現場直播的樂隊。

t Item Sold on eBay

上賣的第一件物品

The "story" of eBay has become legendary, with its creation supposedly stemming from a programmer named Pierre Omidyar wanting to give his wife a platform to trade her Pez dispensers. Naturally, the legend is more interesting than the actual story.

易貝的故事已經成爲一個傳奇，據說它的創立來自於一位名爲彼埃爾·奧米迪亞的程序員，他想給妻子提供一個交流Pez糖果盒的平臺。自然，傳說總是比真實的故事要有趣得多。

In 1995, Omidyar was thinking that the web might make for a great marketplace, specifically utilizing an auction format for fair pricing on items. He launched the website AuctionWeb on September 3, 1995. The first item to sell was a broken laser pointer, which went for $14.83. Confused by someone paying for that much for a defective item, Omidyar discovered the buyer collected broken laser pointers. Where Pez comes into the story is that, at the time Omidyar launched AuctionWeb, his future wife was big into Pez and traded a lot on AuctionWeb. Omidyar thought it was interesting that collectors were so passionate about ordinary items, obviously not realizing he was about to create a billion dollar empire on that very notion.

1995年，奧米迪亞想到利用公平定價拍賣物品的方式來運營網站可能會創造一個巨大的市場。1995年9月3月，拍賣網正式上線。在這個平臺上銷售的第一件商品是一支殘破的激光筆，它的賣出價格是14.83美元。奧米迪亞對有人願意買有缺陷的商品感到極爲困惑，後來他發現這個買家在收集破損的激光筆。關於Pez糖果盒的故事是這樣來的，那時奧米迪亞創立了拍賣網，他未來的妻子十分癡迷於Pez糖果盒，並且在拍賣網上購買了很多該物品。奧米迪亞覺得收藏家對普通物件如此癡迷是個很有趣的現象。顯然，他當時並沒有意識到他即將在基於此理念的基礎上創造一個十億美元的帝國。

t Book Sold on Amazon

3.亞馬遜上賣的第一本書

got its start in 1995 when founder Jeff Bezos left his position as a vice president of a Wall Street firm. He moved to Seattle and began working on his website, which he originally called Cadabra. Bezos eventually changed it to Amazon in part because Cadabra sounded too much like cadaver, but more importantly because it started with an A, meaning it would be high up on lists ordered alphabetically.

1995年亞馬遜網站成立，當時他的創立者傑夫·貝佐斯剛剛辭去華爾街一家公司副總裁的職位。隨後他搬到了西雅圖，致力於發展一個起初名爲Cadabra的網站。由於在某種程度上Cadabra的發音和屍體很像，貝佐斯最終把網站更名爲亞馬遜。但是更重要的原因其實是由於"Amazon"的第一個字母是A，這意味着它在字母表搜索中會排到很靠前的位置。

Amazon originally launched as an online book retailer, and the first book sold in July of 1995 was Fluid Concepts And Creative Analogies: Computer Models Of The Fundamental Mechanisms Of Thought, by Douglas Hofstadter. A computer scientist named John Wainwright purchased the book, and to thank him for his business, Amazon named a building on their campus after him. Man, all they ever do for us is offer lousy recommendations on bad movies.

亞馬遜最初是作爲一個在線圖書零售商在運營。1995年7月，這個網站賣出了第一本書，是道格拉斯·侯世達的《流體的概念和創意類比：計算機模型的基本機制的思路》，被一位名叫約翰·溫萊特的電腦科學家購買。爲了感謝溫萊特對亞馬遜公司的事業所做的貢獻，公司在自己的校園內以他的名字命名了一棟建築。相比起溫萊特的待遇，這個網站爲我們所做的就是推薦一些糟糕的影片而已。

t Downloadable Music

2.第一首可供下載的音樂

It's hard to say definitively what the first song on the Internet was, since no one really knew what relationship the web would have with music in the early 1990s. However, it's widely believed that the first people to put a song online were two guys named Jeff Patterson and Rob Lord. Sometime in early 1993, they uploaded some 2 audio files by a punk band that Lord played in called The Ugly Mugs to a file transfer protocol (FTP) portal.

很難說得清楚第一首網絡歌曲是什麼，因爲在20世紀90年代早期沒有人真的知道網絡和音樂的關係會發展成如今這樣。然而，人們普遍認爲第一次將音樂放上網絡的是兩個叫傑夫·佩德森和羅伯·洛德的傢伙。在1993年初的某一天，他們將一支名爲"醜陋馬克杯"的朋克樂隊演奏的MP2音頻文件上傳到一個文件傳輸協議門戶，洛德也是該樂隊的一名成員。

The Ugly Mugs mostly played in Santa Cruz, but wanted to find a wider audience. Soon after getting their own music online, they started uploading other local bands, effectively creating the Internet Underground Music Archive (IUMA). Eventually, they had over 25,000 bands and artists, and over 680,000 songs. The first Internet single released by a major label happened a little later in 1993, when Geffen Records released the single "Head First" by Aerosmith on the Internet in format.

"醜陋馬克杯"樂隊大部分是在美國加利福尼亞州聖克魯斯表演，但是他們希望擴大自己的聽衆羣體。在將自己樂隊的音樂投放到網上之後，他們很快開始上傳其它當地樂隊的音樂，直接促成了因特網地下音樂檔案網的創立。最終，這個網站已擁有超過2.5萬樂隊和藝術家，超過68萬首音樂。在1993年後期，網絡上第一次由唱片公司發佈單曲，吉芬唱片公司將史密斯飛船樂隊演奏的單曲"Head First"在網絡上以音頻文件的格式予以發佈。

t Banner Ad

1.第一條橫幅廣告

They may be the bane of your online existence, but banner ads are essential in keeping the Internet humming along, providing revenue streams for all of those free websites you scramble to delete from your browser history.

橫幅廣告可能是你網絡上存在的隱患，但同時它們也在保持互聯網的持續工作中發揮着至關重要的作用。那些你急於從瀏覽歷史中刪掉的免費網頁，其收入來源正是由橫幅廣告所提供。

The origin of this basic staple of the Internet and e-commerce dates back to October 27, 1994. Joe McCambley, who ran a small digital advertising company, created the first banner ad for AT&T. The all-text ad – which said "Have you ever clicked your mouse here?" – appeared on , the first digital magazine. When the user clicked on it, the link took them to a site where they could do a virtual tour of seven of the world's top museums. The idea was to show that AT&T could take you anywhere on the Internet. It's hard to believe now, but people actually loved it. Amazingly, 44 percent of Hotwired's visitors clicked the ad, and some even shared it with friends. Compare that to today, when only about 0.0004 percent of website visitors click on banner ads, and sending one to your friends is a good way to lose those friends. McCambley believes his ad was successful because it was part of a marketing strategy, it was fun, and it wasn't made with bad intentions. Unlike those "discreet encounters" today's banner ads keep urging you to explore.

因特網和電子商務的這種主要關聯起源要追溯到1994年10月27日。那時，喬·麥克坎貝爾所經營的小型數字廣告公司，爲美國電話電報公司製作了第一個橫幅廣告。這條由全文本組成的廣告"你在這裏點擊過你的鼠標嗎？"出現在""網站上，這是互聯網的第一本電子雜誌。當用戶點擊該廣告時，鏈接會引導他們到一個網站，在這裏他們可以在世界頂級的七大博物館做一個虛擬漫遊。而這個廣告設計理念凸顯了ATT公司可以帶領用戶在因特網遊覽任何一個地方。現在我們很難相信，但是當時人們真的很喜歡這條橫幅廣告。令人驚訝的是，當時44%的該網站訪問者都會點擊這個廣告，有一些甚至還會分享給他們的朋友。相比之下，如今只有0.0004%的網頁訪問者會去點擊橫幅廣告，而將廣告分享給朋友不失爲一個與朋友斷絕關係的好辦法。麥克坎貝爾認爲他的這條廣告很成功，這不僅是營銷策略的一部分，而且還很有趣，也沒有任何不良企圖。如今的橫幅廣告則不再像過去那樣抱持着謹慎的態度，而是不停催促你去加以探索。

審校：Fiona、鄭璐 編輯：Lion 來源；前十網