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So I was reading today and came across a couple of interesting articles, Erick Schonfeld who by the way I love,
我今天读了几篇文章，挺有意思的，顺便说一下埃里克·商尔福德是我最喜欢的作家，
great writer for TechCrunch, former editor-at-large at Business 2.0, my favorite magazine.
它是“TechCrunch”的作家，以前也是《Business 2.0》杂志的特约编辑，这也是我最喜欢的杂志。
Wrote an article about Google, stock crashing, Globe and Mail which I was in, Maud,
有一篇文章是关于谷歌的，以及股票崩盘什么的，还有就是在《环球邮报》上，我其实也在报纸上发表了言论，还记得吗马德，
and Canada the big like New York Times type of paper in Canada,
《环球邮报》在加拿大的影响力好比是美国的《纽约时报》，
writing about how Google's stock is soft, obviously the whole market stomping
文章谈到了谷歌股票不坚挺，很明显整个股票市场也是在原地踏步，
but both of them pointed and Globe and Mail said it was dead. Eric kind of pointed to a softening, a softening in advertising
双方其实都提到了谷歌，《环球邮报》甚至说会一蹶不振，埃里克提到了广告业的低迷，
in the Google world in the online space and I actually kind of have an answers that with the economy getting much softer,
提到了谷歌网络广告的低迷，我的回答是随着经济的低迷，
and people trying to tighten up, layoffs, tighten their advertising budget even though that's something you should never tighten.
人们正在紧缩银根，裁员，减少他们的广告预算，即使广告是你最不应该缩减预算的领域。
I actually have an answer to the people that think that people are going to drop and people like Google are going to struggle.
对于那些觉得谷歌将会一蹶不振，谷歌将会捉襟见肘的人，我想对你们说几句话。
Here's my answer. Ah ah！No！Just like Costco and Walmart becomes stars in this kind of economy,
我的回答是，他们绝不会，就像沃尔玛和好市多能够在当今经济社会中崛起一样，
just like Wine Library really this is where we start shining because of our pricing.
就像“红酒图书馆”可以发光发热一样，这和我们的定价有关。
Google and other social media websites are going to pick up business. Do you know why? Because of something called ROI.
像谷歌等其它社媒网站会慢慢崛起，他们会缓过来的，你知道为什么吗？投资回报率。
Do you know why? Cause of ROI. Do you know why? Cause of ROI. That's a little bit of like, hey you down with OPP,
知道为什么吗？ 投资回报率，是投资回报率，这就好比是你和他的恩怨结束了，
Yeah you know me. That's my thing. Do you know why? ROI！The return on the investment. Do you know who's in trouble with this economy?
你懂我，这些是我的，原因就在投资回报率！你的投资会得到回报的，你知道谁会遇到真正的麻烦吗？
The radio. You know what else in trouble? Magazines are in trouble my friends！Magazines are in trouble
广播，还有什么朋友们，还有杂志，杂志也会遇到麻烦，
because Gucci buying this ad in the New York magazine for fifty, sixty, eighty thousand dollars is clown city in 2008.
2008年，古驰在《纽约杂志》上花了5万，6万，8万美金打广告，他们太不行了。
You think there's ROI on this? There's not. I promise you. You know what else loses? The newspaper.
你觉得这些是投资回报率吗？ 当然不是，绝对不是，我敢打包票，你觉得谁还会有麻烦？ 报纸。
You think it's smart to buy this at Macy's? I don't. I think you get a Twitter account and you start interacting with your community.
你觉得你会在梅西百货买这个吗？ 我觉得你不会，我觉得你应该开一个“推特”账号，和你圈里的人进行交流。
Get 30 interns and you make much more ROI. Now is the whole world on the Internet. Shopping, buying, building bring, of course not！
找30个实习生，这么做的投资回报率会更高，现在整个世界都搬到了网络上，比如购物，但有些还没有比如建筑行业！
But if you don't realize that the eyeballs are way down, way down on newspaper. You know what? You want to see something cool?
但如果你不知道现在人们的视线已不再报纸上了，你想看点刺激的？
Maud, let's zoom in over here. We have 125 people watching me on Ustream. How many of you read the newspaper every day? Go!
马德，让我们把镜头转到这边来，我们有125位网友在“Ustream”上在线观看，有多少人每天还在看报纸，告诉我！
Give me a yes, no! Maud, getting in here good！Maud, That's a good yes！
告诉我是或不是，马德这么做效果很不错嘛！
Zoom in here Maud！Here we go！No no no no no hell no no no no yes yes no no I don't no no no no yes no no, newspaper?
拉近点马德，答案来了，不看，不看，不看，怎么会，不看，会看，会看，不看，会看，报纸？
No no no no no no yes, I spent some coin today. No no no some, no, yes.
不看，不看，会看，我今天买了报纸，不看，会看一些，会看，不看。
The bottom line is and again I'm not a clown. I, you know I know what you guys are gonna say right now.
我再说一遍我不是什么小丑，我知道你们会说什么。
These are people on Ustream in the middle day, they are social media savvy. They are computer savvy.
这些大中午在“Ustream”上看你节目的人，他们是社媒达人，他们是电脑达人。
Of course they are but what you have to understand is the world is changing.
他们是，但你要明白的是这个世界正在发生变化。
My mom is spending a crapload of time now on the Internet. You know who else is gonna lose?
我妈妈现在的大部分时间都是在网上度过的，你知道谁还会有麻烦？
This Maud, down here. This is who's gonna lose. The television! The television is going to lose
这边马德，下面来，电视，电视也会遭遇麻烦，
because these are places where you are paying obnoxious pricing for your advertising dollars.
许多企业在电视上花了大把钱做广告。
However, in social media places like Facebook and Google, when Twitter gets smart and starts monetizing
但是在社媒世界，像“脸书”和谷歌，随着“推特”也加入了赚钱的行列，
or like a sign like Viddler that has little boxes or YouTube or other places. Anything！
或是像“Viddler”这类平台，或是“YouTube”等等平台，任何平台！
Subject matters that have to do with you. For example, Gucci would be far better off, going to every,
这些事情都和你有关系，比如说古驰，古驰其实可以赚许多钱，
you know watch blog and buying ads there because not only are the prices on the ROI, CPM，CMO whatever I don't care，
比如一些手表博客，在这些博客上购买广告，这不仅要看投资回报率上的价格，还有什么千人成本等等这些，
CTR whatever CTCC, you use the value they get on the back end is so much higher and here's a better one my friends.
还有什么点击通过率等等，你用这一平台所取得的价值会高出很多，还有一种好办法朋友们。
They can track it. Pepsi, Green Mountain Coffee, Coca-Cola, Gillette you guys, you know I talk to a lot of you marketing guys, behind the scenes,
他们可以进行追踪，像什么百事可乐，绿山咖啡，可口可乐，吉列等等，我和许多在市场工作的人士交谈过，一些幕后人士，
now talking to all the brands out there. You can track this. You don't have to guess with this mint. You can track it
现在我们谈论的是所有品牌，你可以进行跟踪，你再也不用在报纸上浪费钱了，你可以跟踪，
and there's so many long tail places, all these little video bloggers, all these bloggers where you get so much,
而现在有许多所谓的“长尾”市场，比如视频博客，你可以在这些博客上得到更多，
much much more on your ROI and you know what? I'm confident that there's a lot of people in these companies right now
你的投资回报率会更多，为什么？ 我坚信现在企业里应该有许多人
that recognizes and are going into the fourth quarter realizing if they haven't meet the buys already and a lot of people have
已经意识到，在他们进入第四季度时已经意识到了，我知道许多人已经提前预知了，
and are realizing so looking for early on. I'm seeing even more recurrence I think, realizing that this is the new space to spend money on
许多人已经提前采取行动了，而且越来越多，人们已经开始意识到我们需要在这个新领域里去开拓市场，
because the costs are much lower and you get true value on your return on your investment. People are gonna be gravitating to places like Google.
这一领域的成本很低，而且你的投资回报率会高得多，人们会将更多注意力转移到谷歌等平台上。
I for example from the Wine Library side have not bought any billboards for this fourth quarter like I've been doing
就比如说我，我第四季度没有在广告牌上花过一分钱，我之前是做过的，
and I'm not gonna be buying any Star-Ledger ads or any magazine ads.
我也不会在“Star-Ledger”报纸上做广告，或是任何一个杂志。
I just today bumped up my Google advertising. This is what made me do it.
而我在谷歌的广告增多了，这是我顺势采取的行动。
I bumped up our Google advertising. You know AdSense and I see all these articles. I don't know！
我增加了在谷歌上的广告量，你知道“AdSense”吧，谷歌推出的互联网广告服务，我看了相关的报道，我不知道！
I mean the stock is gonna be down cause the whole markets is down, but I don't see companies going away from online marketing
股票市场不景气，那是因为整个市场不景气，但我并没有发现企业正在远离网络营销，
and when they start embracing social media marketing, it's really gonna explode.
但当他们开始接受社媒市场的时候，那才是最火爆的场面。
Guys, it's a ticking time bomb. It's just this for these guys.
现在开始倒计时了朋友们，他们的时间不多了，
I mean I love a lot of people in the newspaper and magazine business and I'm telling you and that's a decade from now but see you next time.
报纸和杂志界有许多我尊重的人，让我们看看未来十年会发生什么，到时间了朋友们，下次见！
