CNN新闻英语第 3 课：A Wildly Popular Magazine 不登广告的畅销杂志-1

Willow Bay, Anchor 威罗·贝伊，主播
Advertising sales may have declined dramatically over the past year, but in the second part of 2002, they're showing signs of life and are expected to rise 2.5% by the end of the year. 去年广告收入大幅度减少，但是2002年下半年出现了转机，预计年底将增加2.5个百分点。

But that doesn't matter to entrepreneur and culinary enthusiast Chris Kimball. His wildly popular magazine, Cook's Illustrated, doesn't sell ads space, and it's never had to. Susan has a look at the unusual recipe for success at Cook's Illustrated. 但是这对于热衷烹饪的企业家克里斯·金伯尔来说无关紧要。他的流行杂志《烹饪画报》不接受任何广告，他们从来就不需要。苏珊关注《烹饪国报》成功秘诀。

An unidentified man 男被访者
And 3, 2, 1…Here's another quick tip from America's test kitchen… 3，2，1开始。这是《美国试验厨房》为您提供的另一个小窍门儿。

Susan 苏珊
Chris Kimball has advice for America's at home cooks. 克里斯·金伯尔对于美国的家庭烹饪有忠告。

Chris Kimball 克里斯·金伯尔
… and it spills all over the rim of the bowl, yourself, the floor, you make a mess… ……撒在饭碗边缘、你自己身上、地板上，你弄得一团糟……

Susan 苏珊
And he thinks his viewers are intrigued by how things work. 他认为观众对于如何做菜很好奇。

Chris Kimball 克里斯·金伯
This creates surface tension on the bottom of the ladle… 这样可以使长柄勺底部的表面有张力。

Susan 苏珊
But he's not sure. He says his company, Boston Common Press, has never done any market research. Not for the bi-monthly magazine, Cook's Illustrated, the PBS cooking show, the website or for the cookbooks, which have sold over a million copies since 1993. 但是他不很肯定。他说他所在的波士顿出版社从未做过市场调查，包括双月刊《烹饪画报》、美国公共广播公司PBS的《美食秀》、网站或者其他烹饪书籍，但是《烹饪画报》从1993年以来销售量突破了100万册。

Chris Kimball 克里斯·金伯尔
Most magazines if you ask who their readers are they give you a demographics statement about income, it's just I don't really care about income, I just really like to cook. 绝大多数杂志在被问及读者对象时，他们都会给你一份读者收入情况报表。收入不是我真正关心的，我真正喜欢的烹饪。

Susan 苏珊
Kimball doesn't need to attract a wealthy demographic, because he doesn't advertise. Cook's Illustrated, the core of his business, sells itself. Since 1993 it's grown from 25,000 subscribers to 520,000. Joining the ranks of top selling cooking magazines like Gourmet and Food and Wine. 金伯尔不需要吸引有钱人士，因为他不刊登广告。他事业的核心是《烹饪画报》，靠内容取胜。自1993年它的订户已从2.5万增加到52万，跻身《美食家》、《食品和酒》等最畅销的烹饪杂志之列。

Martin Walker, President, Walker Communication 马丁·沃克，沃克传播公司总裁
Both those magazines have advertising, they're both on quoted stock, on full-color. Cook's magazine has no full color at all except for the covers, and they're photography and illustrations. 而这些杂志都有广告，都已经上市，都是全彩色印刷。《烹饪画报》只有封面是彩色的，里面有摄影作品和插图。

Susan 苏珊
No frills packaging allows Boston Common Press autonomy from advertisers, and puts content solely into the hands of the editorial staff. 没有浮华的包装使波士顿联合出版社不受广告客户的影响，杂志内容完全由编辑决定。

Chris Kimball 克里斯·金伯尔
Once you take the advertising out of this type of magazine, then you can write and edit for the reader exclusively. And I think we're entering a phase where this marriage between advertising and editorial is getting a bit shopworn. So I think we're entering a phase where people are going to be willing to pay for information that is targeted just towards their needs. 这类杂志一旦抛开广告的因素，你就能完全为读者编写。我觉得目前广告和编辑之间的结合已经老掉牙了，而我认为我们正跨入一个新阶段，人们掏钱买的是他们需要的信息。