Google CEO倡议报纸创立新模式

During a speech at the Newspaper Association of America\'s convention in San Diego, Mr. Schmidt called on the industry to join with Google to create products that would entice readers to go beyond headlines listed on search-engine pages.
在圣迭戈举行的美国报业协会(Newspaper Association of America)年度大会上，施密特发表演讲，他呼吁报纸产业应当与谷歌合作，创立能够吸引读者在搜索引擎所列的标题之外还想进一步阅读的产品。

\'We think we can build a business with you,\' he said. \'That is the only solution we can see.\'
他说，我们认为，谷歌能与报业公司建立业务关系，这是我们所能想到的唯一解决方式。

The speech Tuesday marked Mr. Schmidt\'s first appearance before a gathering of top newspaper executives, many of whom have expressed growing concern that their content has become a source of revenue for Google, even as their industry\'s business model continues to crumble as readers gravitate to online news.
周二的演讲也是施密特在报业高管会议中的首次亮相。很多报业高管倍感担忧的是，他们的新闻内容已经成为谷歌的收入来源，报纸业的商业模式则由于读者投向网络新闻而继续分崩离析。

With ad markets suffering amid the global economic downturn, observers in the newspaper industry are revisiting the controversial issue of charging online subscriptions for newspaper content.
在全球经济滑坡的形势下，广告市场正在遭受磨难，报业观察人士因此重新提到了一个曾引起争议的问题，即对报纸内容采用网络订阅模式。

While there is opportunity to charge subscriptions, Mr. Schmidt emphasized online advertising, which accounts for nearly all of Google\'s revenue.
施密特认为，尽管存在收取订阅费的机会，但他更重视网络广告，这几乎是谷歌唯一的收入来源。

\'Advertising still is the best way to reach a large audience,\' Mr. Schmidt said. \'It\'s very difficult to hold information back\' on the Web.
施密特说，广告仍旧是接触广大受众的最好途径。在互联网上，要阻碍信息的传播是非常困难的事情。

He foresees a place for micro-payments, which could allow a reader to pay a few cents each for an article they want to read online. He said technologies are available to allow publishers to create an online micro-payment system, like the one pioneered in the music business by Apple Inc.\'s iTunes.
他预计小额支付将有用武之地，这种方式可以让读者对他想在网上阅读的一篇文章一次支付几分钱。他说，已经存在让报业公司创立网络小额支付系统的技术，比如苹果公司(Apple Inc.)的iTunes在音乐业务中所采用的系统。

Mr. Schmidt compared the digital future of the publishing industry to that of the TV business, where broadcast networks draw the largest audience with an ad-supported model, and cable networks attract more niche audiences with subscription-based models and a combination of the two.
施密特对比了出版业与电视业的数字化前景，指出后者的广播网络通过广告支持模式吸引了最多的受众，有线电视网络则通过订阅模式或订阅模式与广告支持模式的结合吸引了更多的“小众受众”。