Buzzfeed首席執行官支招 傳統報紙到底應該怎麼轉型

With its engaged audience of 150 million young readers, BuzzFeed has been the envy of many traditional media companies. Earlier this year, the company has even attracted an acquisition bid from Disney DIS -0.70% .

社會新聞媒體BuzzFeed擁有1.5億熱情的年輕讀者，讓許多傳統傳媒公司羨慕不已。今年早些時候，這家公司甚至吸引了一份來自迪斯尼公司(Disney)的收購要約。

At the Fortune Brainstorm Tech conference in Aspen, Colo. today, BuzzFeed’s founder and chief executive Jonah Peretti said Disney was worth entertaining, even if BuzzFeed plans to stay private. “[Disney CEO] Bob Iger is a very impressive guy, and I enjoy talking to him,” he said. “And if someone can convince George Lucas to sell Lucasfilm and Steve Jobs to sell Pixar, they’re worth having dinner with.”

在科羅拉多州阿斯彭召開的《財富》科技頭腦風暴大會(Fortune Brainstorm Tech)上，BuzzFeed創始人兼首席執行官喬納o柏瑞迪表示，雖然即使BuzzFeed打算繼續保持私營身份，但是迪斯尼依然是一家值得款待的公司。“（迪斯尼公司CEO）鮑勃o伊格爾是一個令人印象深刻的人，我喜歡跟他聊天，”他說。“如果有人能說服喬治o盧卡斯賣掉盧卡斯電影公司(Lucasfilm)，說服史蒂夫o喬布斯賣掉皮克斯動畫工作室(Pixar)，那就非常值得跟他共進晚餐。”

Earlier this year, BuzzFeed made waves in the media industry by publishing the New York Times Innovation Report, an internal document that outlines the paper’s challenges in transforming The Gray Lady into a digital media company. BuzzFeed itself was referred to several times in the report, along with digital media startups such as Vox Media and Upworthy.

今年早些時候，BuzzFeed發佈的《紐約時報創新報告》(New York Times Innovation Report)概述了“灰色女士 (譯註：紐約時報別稱)”在其轉型爲一家數字媒體公司的征途中所面臨的種種挑戰，引起了傳媒界的巨大關注。這份報告多次提及BuzzFeed自身，以及Vox Media和Upworthy等數字媒體初創公司。

Peretti said he believes the Times was actually too hard on itself. If he were writing the report, it wouldn’t be focused on the various tech products that the Timeslacks. ”The challenge is not that they need some feature some competitor has. It would be about the shift to digital,” he said.

柏瑞迪說，他實際上認爲《紐約時報》對自身過於嚴苛。要是他來撰寫這份報告，它就不會重點闡述《紐約時報》欠缺的各類高科技產品。他說：“他們面臨的挑戰不是需要增加一些競爭對手具備的功能，而是如何轉向數字化。”

“One big mistake people make across all of business is to want to become what you’re not. People get obsessed with [their competitors]. If you’re in TV, you want to be online and be cool and webby,” he said. “If you’re cool and webby, you want to buy and produce original shows,” he said.

“各類傳媒公司經常犯的一個大錯是，他們都想變成不符合自身業態特徵的事物。人們總是迷戀（競爭對手）。如果你是一家電視臺，你總想上線，實現酷酷的網絡化生存，”他說。“如果你是一家在線媒體，你又打算購買和製作原創節目。”

“Copying BuzzFeed in general is not a good strategy,” Peretti added. “The best way to success is to think of what you’re really good at and extend yourself in those areas.”

“總的來說，模仿BuzzFeed不是一個好戰略，”柏瑞迪補充道。“走向成功的最優路徑是，想一想自己真正擅長的東西，然後全力開拓這些領域。”

One thing BuzzFeed did recently, which the New York Times would not likely copy, is delete some old articles. Earlier this week Gawker reported that several BuzzFeed posts from 2010 and 2011 had disappeared from the site because they did not meet the site’s current “editorial standards.” On stage at Brainstorm Tech today, Peretti said those posts were from an earlier version of BuzzFeed, before the company hired editor-in-chief Ben Smith to turn BuzzFeed into a professional news organization.

《紐約時報》不可能效仿BuzzFeed最近在做的一件事情——刪除一些舊文章。多媒體博客站點Gawker本週早些時候報道稱，BuzzFeed在2010年到2011年期間發佈的某些文章已經從這個網站上消失了，因爲它們不符合該網站目前的“編輯標準。” 柏瑞迪在《財富》科技頭腦風暴大會的舞臺上發言稱，這些文章源自BuzzFeed的早期版本。在後來聘請的總編本o史密斯的引領下，Buzzfeed已經轉變爲一家專業新聞機構。

Those posts were done before BuzzFeed had a copy desk, a style manual, and a team of reporters. “It was almost the product of a different company, like before our pivot,” he said. “[It was] before we pivoted to being a journalistic organization—from a lab to being a place that creates professional content.”

這些文章是在BuzzFeed成立新聞編輯部、編撰寫作風格手冊、組建一支記者團隊之前發佈的。“它差不多可以說是另一家公司的產品，”他說。“我們隨後轉型成了一家新聞機構——從一個實驗室轉變成了一家創造專業內容的新聞網站。”