双语：网络注意力经济新标准吸引点击不再是王道.docx

There aren’t many things that can capture a busy journalist’s attention. A juicy scoop, for one. The flashing lights of an ambulance may be another. (We tend to be the types that run toward danger.) And, for the vast majority of those writers and editors that work online, the hypnotic bounce of the Chartbeat needle telling them who’s reading their story at that very moment. 能吸引匆匆忙忙的记者注意力的事情不多。有趣的独家新闻算是一种。呼啸而过的救护车大概算另外一种。（这里特指冲在危险第一线的记者。）而对于绝大多数网络作者和编辑们而言，能够吸引他们注意力的，则是Chartbeat指针像催眠一样的跳动，因为它能显示出某一时刻有哪些人正在阅读其文章。The New York-based company, which offers real-time analytics for websites, has in just a few years worked its code into the websites of 80% of the top online publishers, including the one you’re reading right now. It has changed the way they react to traffic data. It used to be that you’d have to wait until the next day for data (pageviews, unique users, et cetera) to understand how stories performed. Then it became the next hour. With Chartbeat, it’s nearly instantaneous. A look at the “concurrents” needle on the Chartbeat dashboard is like staring at a person’s beating heart during an MRI scan. 提供网站实时分析服务的纽约公司Chartbeat，在短短几年内，客户便覆盖了80%的顶级在线出版商的网站，包括《财富》的英文网站。它改变了媒体对待流量数据的方式。很早之前，网络媒体第二天才能得到数据（页面访问量、独立用户等），了解文章的受欢迎程度。后来变成了只需等待一个小时。如今有了Chartbeat，网络媒体几乎可以即时得到数据。看着Chartbeat控制面板上的“同步”指针，就像通过核磁共振扫描盯着一个人的心脏跳动一样。This dynamic has changed the way publishers react. You’ve no doubt noticed it. Headlines are refined on the fly. Secondary stories are promoted with more precise timing. And, of course, the bait becomes more click-y, fueled by an online display advertising business model that rewards views instead of interest. (Exhibit A: The headline used, quite tongue in cheek, on this story.) 这种方式已经改变了出版商应对数据的方式。读者肯定注意到了。头条的标题被不断地精心调整。次要文章的推广时间被定得更加精确。当然，受在线显示广告根据浏览量而非兴趣付费的商业模式驱动，你会发现那些“诱饵”内容也更吸引人点击了。。（证据一：这篇文章就使用了“吸引眼球”的标题。）The underlying model has been the most troublesome, and it’s the primary reason why “Six Totally Shocking, Crazy, Outrageous Predictions About the War