Savig Local Media拯救本地媒体.doc

Saving Local Media拯救本地媒体 There is another business sector that in my view demands equal attention: local newspapers and television stations. These are challenging times for local media, but it is in the interest of the public good for us to find innovative approaches to ensure that news- papers and local stations not only survive but add value to our society. 还有一个业务部门，我认为要求同等注意：当地报纸和电视台。这是当地媒体面临艰难时刻，但对公众利益的好的我们找到创新的方法来确保新闻报纸和地方不仅保留下来，社会值 Many members of the public have abandoned newspapers and local television news broadcasts for the greater convenience of reading news Web sites. But these Web sites have been unable to charge for their product, thus generating little or no revenue with which to pay reporters. If newspapers and over-the-air television news broadcasters fail, there will be no local professional journalists to write for the Web sites. 很多市民放弃了报纸和电视台广播新闻阅读新闻网站更方便。但这些网站一直未能收取他们的产品，从而产生很少或没有收入来支付记者。如果报纸和无线电视新闻广播公司失败，就没有本地专业记者网站 What can be done? I know little about the newspaper business, but I do know something about local television news production—my wife and I have owned NBC television stations in five western states for 30 years. We have seen our viewership drop by more than 50 percent in the last five years. What is the cause? Is there a remedy? Is this a business that can be retooled or should it simply be allowed to fade away? 我们可以做些什么？ 我对报纸业务知之甚少，但我确实知道当地的电视新闻制作——我妻子和我拥有五个西方国家全国广播公司电视台。我们看到我们的收视率下跌50%以上在过去的五年。是什么原因？ 还有一个补救吗？ 这是一个企业，可以调整，还是它只应允许消失吗 Television news has trained the public to believe it can live on the very limited information that comes from a 30-second sound bite. While a sound bite might call attention to a complicated problem, it is a poor substitute for the comprehensive analysis of a problem by thoughtful print journalists. Over-the-air broadcasting has itself to blame in great part for its present dilemma. In a 30-minute news broadcast, a TV station uses seven minutes for ads. Of the 23 minutes left for news, three minutes are