2013，媒体能否逃出生天？

    进入第二屏幕

    这一进展或许不会令人震惊，但美国人正在同时使用多种技术。比如，他们在观看电视或电影时，往往会同时使用社交媒体。根据尼尔森公司（Nielsen）提供的数据，超过85%的平板电脑和智能手机拥有者在观看电视时同时也在把弄手中的设备。这次美国总统大选辩论就淋淋尽致地彰显了这一趋势，数量创下纪录的观众在Twitter（如果你愿意，你可以把Twitter看成第二屏幕）上对他们正在第一屏幕上看到的内容作出反应。在美国橄榄球超级杯大赛（Super Bowl）、奥运会和飓风桑迪爆发期间，我们也可以清楚地看到这一点。尽管它或许并不是一个令人吃惊的进展，但对于那些渴望赢得消费者关注的广告商来说，这种趋势却极具意义。

    请注意：电视正在变得越来越智能

    虽然还没有哪家公司能够最终搞定，但电视和互联网的无缝融合已是大势所趋。三星公司（Samsung）今年发布的最高端电视模型运用了语音、面部和动作识别技术。此外，关于苹果公司（Apple）即将推出智能电视的流言也甚嚣尘上。

    品牌化新闻？

    虽然这一概念让大多数老派的记者不寒而栗，受赞助的内容（比如，实际上发挥着广告功能的文章）已经越来越普遍，特别是在一些数字媒体品牌上，比如Gawker、BuzzFeed、Quartz和重新改造的福布斯网站（Forbes）。广告商对这一结果甚是满意，寻求额外收入源泉的在线出版商亦是如此（因为它们通过在线广告获得了不菲的收入）。根据定制内容理事（Custom Content Council）提供的数据，过去两年间，品牌化内容方面的支出已经增加了13%。

    2012年最大的赢家：BuzzFeed

    2012年，Twitter证明它是突发性新闻和时事评论家不可或缺的工具。除Twitter外，2012年另一个大赢家是BuzzFeed，这家在线出版商是《赫芬顿邮报》（Huffington Post）联合创始人乔纳·佩雷蒂的心血之作。BuzzFeed以其疯狂传播网络内容（比如可爱的动物图片，以及供无聊的上班族使用的各种清单）的能力和专有软件而备受瞩目。今年，这家网站为图片和内容的融合增添了一丝庄严感。这家网站在政治新闻网（Politico）前总编本·史密斯的领导下大大加强了报道团队，并且已经成为一个不可小觑的政治新闻集散地。还需要证据吗？今年夏天，《纽约时报》在报道美国总统大选时，就选择BuzzFeed作为合作伙伴。

    译者：任文科

    Enter the second screen

    This may not come as a shocker, but Americans are multi-tasking with their technology, mainly to use social media, while watching TVs or movies. According to Nielsen, more than 85% of both tablet and smartphone owners use their devices while watching TV. Never was this clearer than during the presidential debates, when record numbers took to Twitter (screen No. 2, if you will) to react to what they were watching on screen No. 1. This was also clear during the Super Bowl, the Olympics, and during Superstorm Sandy. While it may not be a surprising development, it's a meaningful one to advertisers desperate for consumers' attention.

    Beware: TVs are getting smarter

    While no company has nailed it quite yet, seamless integration of television and the Internet is on its way. Samsung's most sophisticated TV model released this year featured voice, face, and motion recognition technology to boot. And there are plenty of rumors that an Apple (AAPL) smart TV is coming soon.

    Your journalism, branded?

    While the concept makes most old-school journalists shudder, sponsored content (i.e. articles that essentially function as advertisements) has become increasingly prevalent, particularly amongst digital media brands like Gawker, BuzzFeed, Quartz, and the reinvented Forbes. Advertisers have been pleased with the results, as have online publishers looking to supplement revenue generated from online advertising. According to Custom Content Council, spending on branded content has increased 13% over the past two years.

    A very BuzzFeed 2012

    Aside from Twitter, which proved itself indispensible for both breaking news and armchair punditry this year, 2012's big winner was BuzzFeed, the brainchild of Huffington Post co-founder Jonah Peretti. The website is conducting its own reverse engineering experiment. The site, which is best known for its power (and proprietary software) to render viral content like cute animal pictures and lists for the bored office worker, added some gravitas to the mix this year. Under the editorship of Ben Smith, formerly of Politico, the site has bulked up its reporting staff and has become a legitimate destination for political news. Need proof? This summer, the New York Timesteamed up with BuzzFeed on election coverage.