春天來(lái)了，紙質(zhì)書(shū)的春天也來(lái)了？

資深品牌咨詢(xún)師、《紐約時(shí)報(bào)》（New York Times）旗下時(shí)尚雜志《T》的時(shí)尚主編瑪麗-艾美莉·索維 （Marie-Amélie Sauvé）自立品牌，逆潮流創(chuàng)辦紙質(zhì)時(shí)尚雜志，哪里來(lái)的自信？電子書(shū)閱讀器和網(wǎng)絡(luò)資源風(fēng)靡全球，紙質(zhì)書(shū)是否氣數(shù)已盡？中國(guó)的出版市場(chǎng)，風(fēng)往哪邊吹？freemium為何意？

“我不是針對(duì)誰(shuí)，我只是說(shuō)在座的各位都是垃圾。”

Marie-Amélie Sauvé, a whip of a woman in leather trousers and new-season Louis Vuitton boots, is in her Left Bank offices near the Eiffel Tower.She has a lean patrician grace and a Parisian's candour：she's sparklingly direct.

時(shí)尚達(dá)人瑪麗-艾美莉·索維（Marie-Amélie Sauvé）穿著皮草褲與最新季路易威登（Louis Vuitton）皮靴，坐在距離艾菲爾鐵塔不遠(yuǎn)處的左岸辦公室里。身材苗條的她渾身透著優(yōu)雅的貴族氣質(zhì)，說(shuō)話是巴黎人的率直：說(shuō)起話來(lái)直來(lái)直去。

“Most of them look like garbage,” she says of fashion magazines.“What I see in magazines is not desirable.That needs to change.For me, all the fashion shoots I see, they all look the same.”

“多數(shù)雜志就像垃圾?！彼@樣評(píng)價(jià)時(shí)尚類(lèi)雜志，“我覺(jué)得內(nèi)容差強(qiáng)人意，需要大動(dòng)。在我看來(lái)，所有的時(shí)尚廣告片都大同小異?！?/p>

After years in the shadows of the fashion spotlight, Sauvé is about to step into its glare with a new project of her own.Mastermind, her debut magazine, is launched next week.

遠(yuǎn)離喧囂時(shí)尚多年后，索維即將用自己的全新項(xiàng)目閃亮登場(chǎng)時(shí)尚界——她創(chuàng)辦的時(shí)尚雜志《Mastermind》將正式發(fā)行。

信心來(lái)源于全新的時(shí)尚理念。

“I've tried to make an international magazine,” she says of its ambitions, which are trans-generational, global and, crucially, garbage-free.For starters, it's not a fashion magazine.“It's about many different things：society, architecture, literature, what is going on in the world,” she explains.“You can't talk about fashion alone.It's not relevant.I love fashion, of course, but now, because of the internet, I see differently.”

“我一直想打造一本具有國(guó)際影響力的時(shí)尚雜志?！彼@樣評(píng)價(jià)自己這本雜志的“雄心抱負(fù)”——跨越代際，以及具有全球視野，更重要的是：不含有任何時(shí)尚垃圾。首先，這并非單純的時(shí)尚雜志?！八膬?nèi)容五花八門(mén)：社會(huì)，建筑、文學(xué)以及全球動(dòng)態(tài)?！彼忉尩?，“我們不能單純談?wù)摃r(shí)尚，這并不重要。我當(dāng)然酷愛(ài)時(shí)尚，但網(wǎng)絡(luò)無(wú)處不在，所以我如今看待時(shí)尚的角度變了?！?/p>

網(wǎng)絡(luò)如此發(fā)達(dá)，為何卻反其道而行之，從紙質(zhì)書(shū)入手呢？

Sauvé has a lot of point.And a lot of view.But if her candour catches one off-guard every so often, so does her confidence in an old-fashioned print magazine format for which she has yet to develop any significant digital strategy.“For the moment it's just an object,” she says of the magazine.“I think it was really important to create that object, and for people to touch it.But[in future]we want to develop something on the internet, of course, because that's the future anyway.”

索維言之有理，而且想法很多。但如果說(shuō)她的率直有時(shí)讓人措手不及的話，其對(duì)傳統(tǒng)紙質(zhì)雜志的信心也讓人大感意外（她仍未推行意義重大的數(shù)字化雜志戰(zhàn)略）。“目前，《Mastermind》只是本紙質(zhì)雜志?！彼f(shuō)，“我當(dāng)時(shí)覺(jué)得實(shí)物雜志以及讓讀者真正觸摸它至關(guān)重要。但將來(lái)我們當(dāng)然想推出網(wǎng)絡(luò)版，因?yàn)槟鞘俏磥?lái)發(fā)展趨勢(shì)?！?/p>

索維選擇從紙質(zhì)書(shū)入手與近年來(lái)紙質(zhì)書(shū)回暖也不無(wú)關(guān)系。

There are signs of the book's renaissance all around.Waterstones, the UK book chain, returned to profit last year after suffering six years of losses.Sales of print books in the US rose by 3 per cent, while those of ebooks have fallen.Digital technology has not unleashed the same revolution in publishing that it has for music, television and news; we still like to read books.

如今到處都有圖書(shū)復(fù)興的跡象。英國(guó)連鎖書(shū)店“水磨石”（Waterstones）在6年虧損后，去年恢復(fù)盈利。美國(guó)紙質(zhì)圖書(shū)銷(xiāo)售增長(zhǎng)3%，同時(shí)那些電子書(shū)的銷(xiāo)售下降。數(shù)字技術(shù)沒(méi)有推動(dòng)出版業(yè)爆發(fā)音樂(lè)、電視和新聞?lì)I(lǐng)域的那種革命，我們?nèi)匀幌矚g讀書(shū)。

紙質(zhì)書(shū)起死回生，其原因竟是紙質(zhì)書(shū)與電子書(shū)價(jià)格的博弈。

The book's enduring popularity is widely hailed as a heart-warming tale of traditional values triumphing over cold, hard technology.This is not the whole story, however.It can equally be read as the narrative of Amazon's growth：if you cut prices, people buy more and if you raise prices, they buy less.

圖書(shū)持續(xù)受歡迎，被普遍譽(yù)為溫暖人心的傳統(tǒng)價(jià)值故事勝過(guò)了冰冷的技術(shù)。然而，這并非故事的全部。它同樣可以被解讀為亞馬遜成長(zhǎng)的故事：如果你降價(jià)，人們就會(huì)更多購(gòu)買(mǎi)，如果你提價(jià)，他們就會(huì)減少購(gòu)買(mǎi)。

Customers enjoy the touch and feel of printed books：Americans read an average of 12 books a year, and most of those are physical.But they also prefer low prices, and do not like the fact that ebooks are comparatively expensive.Take The Whistler, John Grisham's new blockbuster, which was selling on Amazon this week for $14.47 in hardback and $14.99 on Kindle.

顧客喜歡紙質(zhì)書(shū)的觸感：美國(guó)人平均每年閱讀12本書(shū)，其中大部分是紙質(zhì)書(shū)。但他們也青睞低價(jià)，不喜歡電子書(shū)相對(duì)昂貴的事實(shí)。以約翰·格里沙姆（John Grisham）的新暢銷(xiāo)書(shū)《吹口哨的人》（The Whistler）為例，它本周在亞馬遜的精裝本售價(jià)為14.47美元，而Kindle上的售價(jià)是14.99美元。

That is the new reality：ebooks from publishers such as Penguin Random House and HarperCollins often cost more than hardbacks as well as paperbacks.Mr Bezos's efforts a decade ago to promote mass adoption of the Kindle by discounting bestsellers to $9.99 and making ebooks cheaper than books has faded.It is now the other way round：Amazon favours print.

這是新的現(xiàn)實(shí)：企鵝蘭登書(shū)屋（Penguin Random House）和哈珀柯林斯（HarperCollins）等出版商的電子書(shū)售價(jià)往往超過(guò)精裝本和簡(jiǎn)裝本。貝索斯不再像10年前那樣，為了推廣Kindle而將暢銷(xiāo)書(shū)打折到9.99美元，使電子書(shū)比紙質(zhì)書(shū)更便宜?，F(xiàn)在正好顛倒了過(guò)來(lái)：亞馬遜青睞紙質(zhì)書(shū)。

It makes perfect sense for Amazon.The company invested in launching and developing the Kindle and now dominates the ebook market：B&N has retrenched with the Nook and iPhones are used for other activities than reading ebooks.To the degree that cheap ebooks were needed to promote Kindles, the urgency has passed and some profit-taking is rational.

這對(duì)亞馬遜來(lái)說(shuō)非常明智。該公司投資推出并發(fā)展了Kindle，如今在電子書(shū)市場(chǎng)占據(jù)主導(dǎo)地位：巴諾已停產(chǎn)Nook電子書(shū)閱讀器，iPhone被用于其他活動(dòng)而非閱讀電子書(shū)。就當(dāng)初利用廉價(jià)電子書(shū)推廣Kindle來(lái)說(shuō)，現(xiàn)在已經(jīng)沒(méi)有那么急迫，斬獲一些利潤(rùn)是理性的。

For now, the book's renaissance suits Amazon, publishers, and readers.“It turns out people like paper if they are not penalised financially,” says Mike Shatzkin of the consultancy Idea Logical.

就現(xiàn)在而言，圖書(shū)的復(fù)興符合亞馬遜、出版商和讀者的利益。咨詢(xún)公司Idea Logical的邁克·沙茨金（Mike Shatzkin）表示：“事實(shí)證明，只要人們?cè)诮?jīng)濟(jì)上不吃虧，他們就會(huì)喜歡紙質(zhì)書(shū)?！?/p>

然而對(duì)于中國(guó)來(lái)說(shuō)，情況似乎還有所不同。

我們以亞馬遜2016年度圖書(shū)排行榜第一名《島上書(shū)店》為例：

該書(shū)屬于kindle unlimited 免費(fèi)范圍，購(gòu)買(mǎi)kindle版本需9.99元，而紙質(zhì)書(shū)則是24.2元

Photo Credit：Amazon

世界上最大的出版業(yè)科技服務(wù)供應(yīng)商Ingenta總結(jié)了中國(guó)出版業(yè)的幾大特點(diǎn)：

1.Books are cheap （literally）

書(shū)都很便宜（真的）

In China books are cheap, and this is especially so in the case of ebooks.The typical selling price of an ebook in China tops out at around 8 Yuan（around $1.30）, putting books in the same price range as basic grocery items as rice or potatoes.Consequently it's rare for people in China to buy books as gifts, and books remain something that consumers buy for themselves.

在中國(guó)，書(shū)都很便宜，尤其是電子書(shū)。一本電子書(shū)一般價(jià)格在8元左右（即約1.3美元），與大米、土豆等食品雜貨的價(jià)格處于同一水平。因此，在中國(guó)人們很少買(mǎi)書(shū)作為禮物，消費(fèi)者們一般只會(huì)買(mǎi)給自己。

2.Chinese reading…is all about mobile phones

中國(guó)人的閱讀大多在手機(jī)上

China is an example of what is often called a ‘mobile-first' economy, meaning that many consumers primarily use their phones to access the internet.One estimate by Boston Consulting Group suggest that as much as 90% of internet browsing in China is conducted on smartphones.This means that any company looking to capture a slice of the Chinese digital reading market needs to target mobile phones.One early entrant into this market was China Mobile, one of China's biggest mobile carriers.It launched its own ebookstore in 2009, aiming itself at the growing number of Chinese commuters, many of whom have long journeys to and from work.

中國(guó)是通常被稱(chēng)為“移動(dòng)優(yōu)先”經(jīng)濟(jì)的典范之一，也就是說(shuō)，許多消費(fèi)者優(yōu)先選擇用手機(jī)上網(wǎng)。波士頓咨詢(xún)公司（Boston Consulting Group）估計(jì)，在中國(guó)，約90%的網(wǎng)頁(yè)瀏覽都是在手機(jī)上操作的。這也就意味著，如果哪個(gè)公司想要在中國(guó)的電子閱讀市場(chǎng)分一杯羹，就必須將目標(biāo)對(duì)準(zhǔn)手機(jī)。較早進(jìn)入這個(gè)市場(chǎng)的是中國(guó)最大的移動(dòng)運(yùn)營(yíng)商之一，中國(guó)移動(dòng)。該公司于2009年上線電子書(shū)城，專(zhuān)門(mén)針對(duì)數(shù)量不斷增加的通勤者，他們大多上下班路程很遠(yuǎn)。

Photo Credit：Ingenta Source:Enfodesk

3.Chinese readers love serial fiction

中國(guó)人喜歡連載小說(shuō)

One key difference between the Chinese reading market and the book market in the west is that millions readers in China are hooked on serialized fiction.We reported on the Chinese phenomenon of ‘freemium fiction' back in 2011, and since then the trend has only grown in popularity, with some series racking up in excess of 200 million readers.

中國(guó)的閱讀市場(chǎng)與西方的一大不同就是上百萬(wàn)的讀者喜歡連載小說(shuō)。2011年我們就報(bào)道過(guò)中國(guó)的“免費(fèi)增值小說(shuō)”的現(xiàn)象，自那時(shí)起，這個(gè)趨勢(shì)只增不減，有的系列竟擁有超過(guò)2億讀者。

新詞速遞freemium

這是一個(gè)“新生的”組合詞：由free和premium組成，自然也就結(jié)合了兩者的意思，“免費(fèi)增值”。這個(gè)詞也代表這一種新興的商業(yè)模式：免費(fèi)增值商業(yè)模式（Freemium business model）。這種商業(yè)模式利用了消費(fèi)者的心理，從一開(kāi)始的免費(fèi)提供，到消費(fèi)者產(chǎn)生產(chǎn)品依賴(lài)后，則開(kāi)始收費(fèi)?；蛘呃孟嗨频姆椒ǎ诋a(chǎn)品上免費(fèi)，卻在其他地方獲取利潤(rùn)。如今，免費(fèi)使用卻付費(fèi)升級(jí)的軟件，以及會(huì)員才能看大結(jié)局的電視劇都是利用了這一種消費(fèi)模式。文中的freemium fiction就是指許多網(wǎng)絡(luò)連載小說(shuō)（serialized fiction），通常會(huì)在一定量的免費(fèi)閱讀后開(kāi)始收費(fèi)。freemium，你記住了么？

詞匯總結(jié)

unleash[?n'li??]

v.發(fā)動(dòng)；解開(kāi)…的皮帶；解除…的束縛

Digital technology has not unleashed the same revolution in publishing that it has for music, television and news; we still like to read books.

數(shù)字技術(shù)沒(méi)有推動(dòng)出版業(yè)爆發(fā)音樂(lè)、電視和新聞?lì)I(lǐng)域的那種革命，我們?nèi)匀幌矚g讀書(shū)。

hail[he?l]

v.致敬；招呼；向...歡呼；猛發(fā)

The book's enduring popularity is widely hailed as a heart-warming tale of traditional values triumphing over cold, hard technology.

圖書(shū)持續(xù)受歡迎，被普遍譽(yù)為溫暖人心的傳統(tǒng)價(jià)值故事勝過(guò)了冰冷的技術(shù)。

candour['k?nd?]

n.正直，公正；直率；潔白

format['f??m?t]

n.格式；版式；開(kāi)本

If her candour catches one off-guard every so often, so does her confidence in an old-fashioned print magazine format for which she has yet to develop any significant digital strategy.

如果說(shuō)她的率直有時(shí)讓人措手不及的話，其對(duì)傳統(tǒng)紙質(zhì)雜志的信心也讓人大感意外（她仍未推行意義重大的數(shù)字化雜志戰(zhàn)略）。

freemium['fri?m??m]

n.免費(fèi)增值

We reported on the Chinese phenomenon of ‘freemium fiction' back in 2011.

2011年我們就報(bào)道過(guò)中國(guó)的“免費(fèi)增值小說(shuō)”的現(xiàn)象。