文案与商业写作2016thebaffler.com
其余都是广告——一个软文写手的自白
The Rest Is Advertising – Confessions of a Sponsored Content Writer
导读
这篇文章以一位赞助内容写作者的视角，讲述广告与编辑内容边界如何变得模糊，以及写作者在商业压力下如何自处。它值得写作者读，因为今天每个人都可能面对“谁付费、谁受益、读者是否知情”的信任问题。
可以直接用的写作要点
- 01
写赞助内容时，先把利益关系摆在明处：读者可以接受广告，但难以接受广告伪装成报道。
- 02
商业压力可以影响选题和渠道，但不应让品牌方决定事实判断和结论。
- 03
在信息过剩的环境里，独特性来自可信赖的视角和核实，而不是再生产一篇“差不多”的内容。
- 04
动笔前问清谁付费、谁受益、读者是否知情，这三个问题决定文本的可信度。
HN 评论精选
新闻业一直靠广告资助，真正该讨论的是新商业模式，而非反复哀叹金钱损害客观。
我很久以前（1999—2002）学过新闻、受训做记者，那时互联网还没把一切搞砸。即便当时我们也在学“两面神新闻观”：任何新闻出版物都是两头怪兽，要在优质客观新闻和维持运转的钱之间找平衡。当时更多是哲学争论：记者报道一家公司时考虑其广告账户规模是否道德；如今广播媒体渠道碎片化，广告主不再为晚间新闻读者付溢价，每个记者都得在意自己的商业影响（尽管这不必影响写作选择），因为下周可能失业。我想看到更多关于如何资助新模式的讨论，而不是没完没了地哀叹金钱对客观性的影响，那是老掉牙的话题。广告资助新闻很久了。我希望不是这样，但我也希望天上下甜甜圈。
JacobAldridge查看英文原文
I studied Journalism and trained as a Journalist a lifetime ago (1999-2002), before the internet really (technical term looming) fucked everything up. Thing is, even back then we were studying the impact of the 'Janus view of the Press' - this concept that any and every news publication was a two-headed beast, seeking to find the balance between great, objective journalism ... and money to keep the lights on. Back then is was more philosophical than existential - we debated whether it was morally acceptable for a writer to take into consideration the size of a company's ad account when covering them in a story; now that the focused channel of broadcast media has been fragmented, so advertisers no longer pay a premium for access to readers and viewers of the nightly news, every journalist has to be mindful of their commercial impact (though this still needn't impact their writing choices) because they may be out of a job next week. Plus ça change and all that. I'd like to see more debates around how to fund the new model (now that we've discovered it was the channel, not the content, that people actually valued for a couple of hundred years), not all this hand-wringing about the impact of money on objectivity because that's an old, boring conversation. Ultimately, advertising has been funding journalism for a long, long time. I wish it wasn't so, but I also wish it rained doughnuts.
公关营销不断模仿可信内容，导致读者对网络写作普遍怀疑，信任成为稀缺资源。
我最近发现，网上大多数东西我都不能再相信了。每一篇文字都可疑，这让人极其疲惫。公关—媒体—营销的庞然大物似乎总在寻找被视为可信的东西，并尽力模仿它们。希望 HN 至少保持足够小众，让我们未来还能在这里进行真实讨论。
dunkelheit查看英文原文
I have recently found that I can't trust most of the things written on the internet anymore. Every piece of writing is suspect and that's incredibly tiring. It just seems that PR-media-marketing juggernaut is always on the look for things that are perceived as trustworthy and trying its best to simulate them. Hope that at least HN will remain unpopular enough so that we will still be able to have real discussions here in the future ;)
新闻供给严重过剩，赞助内容可能是媒体洗牌期的生存手段，但最终要靠订阅和差异化。
我以前说过：真正的新闻没有价值，因为市场上太多了。我认为等这些公司死掉70%、剩下的回归真正新闻业后，订阅模式会好得多。如果较好的媒体必须靠接赞助内容熬过风暴，那也只能如此。曾时每个中等大城市有大量报纸，现在都上网，并期望像以前一样靠报道全球新闻赚钱。问题是它们不再受地理限制，到处分发；这听起来很棒，直到发现所有老竞争对手和几百万没听过的对手都在做同样的事，抢走午餐。现在网络新闻的问题就是太多：有需求，但当你在5000个网站能拿到差不多信息时，谁在乎你的网站提供什么？再加上屏蔽广告和订阅墙，就清楚为什么赚不到钱。
FussyZeus查看英文原文
I've said it before: There is no value in proper journalism because there's too damn much of it in the market. I think the subscriber model will work much better once 70% of these companies have died off and the remainder can get back to real journalism. If the better ones have to survive the storm by taking on sponsored content, that's what has to happen. At one time we had tons of newspapers for every moderately large city, and now all of those papers are now online and expect to make money covering all the world's news like they did before. The problem with that is none of them are geographically limited anymore, they distribute everywhere, which probably sounded awesome to them until they realized all their old competitors and a couple million more they had never heard of were all doing the same thing and eating their lunch. The problem with news online right now is there is just way too much of it, there is demand, but when you can get more or less the same information on 5,000 different sites, who the hell cares what your particular site has to offer? Add to it some blocking users of adblock or switching to a subscriber only model, and you have a clear reason why these companies can't make money.
赞助内容会触发读者防御性阅读；新闻业的问题是资金错配，市场转型未必只剩赞助内容一条路。
呸。我几乎不读赞助内容。它常被标注，我读时反而不享受，像鹰一样搜寻宣传和影响企图的明显迹象。我认为作者主要观点是对的：新闻业资金严重错配，从高薪大牌作者编辑到无关紧要的报道。不能永远持续的事终将结束，这会让人在新时期提出新的必要问题。每个市场都有艰难期和转型。如果你认为新闻质量只会更糟、新闻出路只在赞助内容，那你该少看反乌托邦科幻，多读历史。
rm_-rf_slash查看英文原文
Bah. I hardly read sponsored content. It's often marked and I find myself enjoying the piece less and instead hunting like an eagle for every clear indication of propaganda and attempted influence. The author's main point I believe is correct: money in journalism is wildly misallocated, from overpaid mega-writers and editors, to inconsequential coverage. Things that can't hold forever won't, and that will allow new and necessary questions to be asked about journalism in this new era. Every market goes through a rough patch and a transformation. If you think the quality of journalism is only going to get worse, and the path for journalism is only in sponsored content, you need to spend less time with dystopian scifi and more time with history.
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