《紐約時(shí)報(bào)》用短信直播里約奧運(yùn)

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The New York Times has embarked on a new form of storytelling to enhance its coverage of the Summer Olympics: Two-way text-messaging.

《紐約時(shí)報(bào)》為吸引讀者獨(dú)辟蹊徑，推出新型新聞產(chǎn)品——以雙向短信形式直擊夏季奧運(yùn)現(xiàn)場(chǎng)。

For two weeks, deputy sports editor Sam Manchester will be sending text messages from the Olympic Games in Rio to readers who sign up for the service.

在為期兩周的奧運(yùn)會(huì)中，體育版面副主編山姆·曼徹斯特將于里約現(xiàn)場(chǎng)向訂閱了該項(xiàng)服務(wù)的讀者發(fā)送實(shí)時(shí)短信。

Unlike email alerts or push notifications, these texts will give readers an informal, behind-the-scenes look at the Games, almost as if they had a friend texting them directly. Readers can also write back to Manchester. And while he won't be able to reply to each message, the responses can be used to personalize each reader's experience.

與電子郵件和消息推送的形式不同，短信新聞能以輕松隨意的方式向用戶講述奧運(yùn)幕后的故事，就像是一個(gè)朋友給自己直接發(fā)送消息。與此同時(shí)，讀者也可回復(fù)曼徹斯特的短信。盡管記者無(wú)法逐條回復(fù)，他的回應(yīng)也能為部分讀者帶來(lái)個(gè)性化的體驗(yàn)。

The innovation is an effort to reach readers on the platforms that are central to their lives, Andrew Phelps, the Times' Director of Personalization, told CNNMoney.

該項(xiàng)創(chuàng)舉旨在貼近依賴短信平臺(tái)的讀者群，《紐約時(shí)報(bào)》個(gè)性策劃總監(jiān)安德魯·菲爾普斯告訴CNN財(cái)經(jīng)欄目的記者。

"For a lot of users, messaging apps are the new homescreen," said Phelps, who came up with the idea. "We've spent a lot of time thinking about how we might tell stories through that lens and bring readers closer to the journalism and to the journalists."

“通訊應(yīng)用已經(jīng)成為許多手機(jī)用戶的核心消費(fèi)產(chǎn)品，”菲爾普斯解釋道，他是這項(xiàng)創(chuàng)意的獻(xiàn)計(jì)者。“我們花了很多精力研究如何利用這些應(yīng)用報(bào)導(dǎo)新聞，拉近新聞?dòng)浾吆妥x者間的距離。”

"People have asked, 'Couldn't you just do this on Twitter,'" Phelps continued. "We could, except this is a much more personal relationship. We can show up in the same place as your friend, your mom and your work colleague."

“人們問(wèn)‘你們難道不能通過(guò)推特報(bào)導(dǎo)新聞嗎，’”菲爾普斯補(bǔ)充道。“并非不可，只是短信報(bào)導(dǎo)能夠與讀者建立起更親密的關(guān)系。我們的實(shí)況新聞可以和讀者的朋友、媽媽和同事的短信出現(xiàn)在同樣的消息對(duì)話欄里。”

Readers who sign up for the service receive a text that reads, "Hey. Sam here from the NYT sports desk. I'll be your personal guide to the Rio Olympics (so you don't have to go)...." (Manchester also makes liberal use of emojis.)

訂閱了該項(xiàng)服務(wù)的讀者會(huì)收到一條這樣的短信，“嘿，我是《紐約時(shí)報(bào)》體育欄目的山姆。我將成為替你游覽里約奧運(yùn)的私人向?qū)?所以你不用親自去啦)...”(曼徹斯特還會(huì)在短信中使用可愛(ài)風(fēng)趣的表情符號(hào))

For now, Manchester said he plans to send three to four texts a day. Along with texts, he'll send photos, GIFs, motion graphics and videos, he said.

曼徹斯特目前表示，他計(jì)劃每天發(fā)送三到四條短信。除了文字信息，他還會(huì)附上照片，GIF動(dòng)圖，現(xiàn)場(chǎng)動(dòng)畫以及相關(guān)錄像。

There will also be texts that prompt readers to respond with a choice. For instance, "What question should I ask this athlete?" or "Which team do you think will win this competition?" Readers' responses will be placed into groups by a team in New York, and Manchester can then write tailored responses to each group.

他還會(huì)發(fā)送短信與讀者互動(dòng)，鼓勵(lì)他們參與投票。例如，“你認(rèn)為我應(yīng)該向這位運(yùn)動(dòng)員問(wèn)什么?”又或者“你認(rèn)為哪支隊(duì)伍能夠贏得這場(chǎng)比賽?”紐約的新聞團(tuán)隊(duì)將根據(jù)回復(fù)的消息將讀者分組，這樣曼徹斯特就可以分組定制回復(fù)了。

If it works, Manchester said he could envision the service being used for other major events, like the Republican and Democratic conventions and The Super Bowl.

如果這真能受到讀者歡迎，曼徹斯特說(shuō)他能預(yù)見(jiàn)，此類服務(wù)往后在其他重大場(chǎng)合中也會(huì)大放異彩，比如共和黨和民主黨的大會(huì)，又或是超級(jí)碗(美國(guó)國(guó)家美式足球聯(lián)盟年度冠軍賽)。

"Obviously this is foreign territory for me and for us, so we're feeling it out as we go along," he said. "But it feels like a cool way to interact with our people, and to make the Times feel a little more user-friendly."

“毋庸置疑，對(duì)于我和絕大部分讀者來(lái)說(shuō)，巴西都是神秘異域，所以以這種方式傳遞新聞能讓讀者感覺(jué)我們?cè)诠餐�游歷，體驗(yàn)奧運(yùn)，”他表示，“這種與讀者交流的形式很酷，也能提高《紐約時(shí)報(bào)》的用戶友好度。”