網路撈過界 傳統媒體剉

Traditional Media Scare as Internet Advertising Crosses Boundaries

網友在網路上的搜尋或點擊，透露許多事情，例如網友搜尋餐廳，想必是想要找聚餐的地點，或是想推銷產品給餐廳等。兩大網站Yahoo及Google都透過這樣的優勢，撈過界跨到平面媒體，甚至電視媒體的廣告市場。

The searching and clicking of internet users as they surf the net can be very revealing. A restaurant search, for example, may aim to locate a place to gather with friends for dinner or it may be part of a promotional campaign selling goods to restaurants. Internet giants Yahoo and Google have spotted their advantage in this respect and their cross-media activities are beginning to encroach upon the advertising markets of the print and televised media alike.

對平面媒體或電視媒體而言，雖然可從閱報率、收視率，得知消費者的收視習慣，但很難看出單一讀者對那一則特定新聞有興趣。在網路世界，搜尋或點閱都可以進行追蹤，進而分析網友的需求，得以協助廣告主找到目標消費群，進行最有效率的行銷。因此，專業搜尋引擎網站如Google及雅虎等，莫不積極發展搜尋技術。

While the readership and ratings data available to the print and televised media can inform them about consumer viewing habits, for example, it is very difficult to determine what particular items of news are of interest to specific individuals. On the internet, however, searching and clicking can all be tracked and analyzed to determine user demands, which can help advertisers locate their target clientele and address them with effective marketing messages. It follows that specialized search engines such as Google and Yahoo are actively developing new search technologies.

目前Google除了宣布跨足平面媒體的廣告市場，進行廣告主與報紙廣告的媒合之外，也與尼爾森結盟，跨進電視廣告市場。雅虎則成立廣告聯盟（AD Network），初期有不少美國的地區型報紙網站加入，過去這些平面媒體只是把報紙電子化，網路廣告業務不多，但透過雅虎的廣告平台，可以讓當地有意拓展全國業務的廣告主，在雅虎登廣告；也可以讓雅虎的廣告主，若僅想針對某一地區促銷，可以登在當地報紙的網站，雅虎將成為一個超大的廣告平台。

Google has recently announced that, in addition to moving into the text advertising market by associating its advertisers with newspapers, it is also joining hands with ACNielsen to enter the TV market. For its part, Yahoo has launched its AD Network, which has attracted the participation of a number of regional newspaper publishers in the US which have websites. Such newspapers in the past were content to digitize their news content and did not have strong advertising component online, but now they can utilize the Yahoo platform to give interested local advertisers access to national audiences. At the same time, any Yahoo advertisers that wish to target one area only can use such local websites to host their messages. Yahoo is thus becoming an advertising platform of considerable magnitude. Roman"; mso-font-kerning: 0pt"> 

exam. production facility 闈場

Examiners are sequestered for up to 3 weeks in a secure facility.

readership/ viewership rates, audience rating, TV ratings 閱報率,收視率 clientele(集合,單數)

encroach upon = take over little by little

for its part = meanwhile

net (抽象)  network(實體)

RSS = really simple syndicate   www = world-wide web

URL = universal resource locator = web address   the webs = the internet