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As would become his standard practice,
乔布斯和媒体打交道已经有了自己的标准做法，
Jobs offered to provide "exclusive" interviews to anointed publications in return for their promising to put the story on the cover.
他给自己钦点的媒体提供“独家”采访，但条件是把关于他的报道放在封面。
This time he went one "exclusive" too far, though it didn't really hurt.
不过，这一次他的“独家”手段太过分了，虽然并没有造成真正的伤害。
He agreed to a request from Business Week's Katie Hafner for exclusive access to him before the launch,
他在产品发布之前，答应了《商业周刊》的凯蒂·哈夫纳独家专访的请求；
but he also made a similar deal with Newsweek and then with Fortune.
他也和《新闻周刊》和《财富》杂志达成了同样的协议。
What he didn't consider was that one of Fortune's top editors, Susan Fraker,
但是，他没想到的是，《财富》杂志的高级编辑苏珊·弗雷克
was married to Newsweek's editor Maynard Parker.
和《新闻周刊》的梅纳德·帕克是夫妻。
At the Fortune story conference, when they were talking excitedly about their exclusive,
在《财富》的选题会上，当人们正兴冲冲地谈论乔布斯的独家新闻时，
Fraker mentioned that she happened to know that Newsweek had also been promised an exclusive,
弗雷克不安地开口了，说自己碰巧了解到《新闻周刊》也拿到了乔布斯的独家承诺，
and it would be coming out a few days before Fortune.
而且将会比《财富》杂志的报道提前几天出来。
So Jobs ended up that week on only two magazine covers.
结果，乔布斯只上了两家杂志的封面。
Newsweek used the cover line "Mr. Chips" and showed him leaning on a beautiful NeXT,
新闻周刊》称他为“芯片先生”，并刊出了一张他俯身靠近美丽的NeXT电脑的图片，
which it proclaimed to be "the most exciting machine in years."
并宣称这是“数年内最激动人心的机器”。
Business Week showed him looking angelic in a dark suit, fingertips pressed together like a preacher or professor.
《商业周刊》放了一张乔布斯身着深色西服的照片，他看上去像个天使，十指相扣如同传教士和教授那样。
But Hafner pointedly reported on the manipulation that surrounded her exclusive.
但是，哈夫纳尖锐地报道了关于乔布斯对独家新闻的操纵。
"NeXT carefully parceled out interviews with its staff and suppliers, monitoring them with a censor's eye," she wrote.
“NeXT谨慎地分配着媒体对员工和供应商的采访，通过审查来控制采访报道的内容，”她写道，
"That strategy worked, but at a price:
“这个策略奏效，伹也付出了代价
Such maneuvering—self-serving and relentless—displayed the side of Steve Jobs that so hurt him at Apple.
这种行为显示出史蒂夫·乔布斯自利和无情的一面，也正是这点让他在苹果深受伤害。
The trait that most stands out is Jobs's need to control events."
乔布斯最突出的特征就是需要控制权。”
