????眼下，傳媒圈正在熱議企業(yè)家喬納?佩雷蒂，人們聊的不僅僅是他最新創(chuàng)立的網(wǎng)站BuzzFeed。這位《赫芬頓郵報(bào)》( The Huffington Post )聯(lián)合創(chuàng)始人因探索信息的在線傳播方式而聲名鵲起。他把一種學(xué)術(shù)興趣轉(zhuǎn)化為一系列盈利前景可觀的企業(yè)，進(jìn)而促使業(yè)內(nèi)人士反思分銷內(nèi)容，尤其是在線分銷內(nèi)容的方式。

????這段對(duì)話的靈感源自今年我在紐約舉行的美國(guó)雜志媒體大會(huì)(American Magazine Media Conference)上對(duì)佩雷蒂的采訪。下面是這次對(duì)話的精華部分。

????蘇安迪：到現(xiàn)在為止，大家都知道BuzzFeed是一家怎樣的網(wǎng)站，或者至少訪問(wèn)過(guò)這家網(wǎng)站。那么，在你的心目中，BuzzFeed究竟是什么？

????佩雷蒂：我想我瀏覽BuzzFeed的角度或許跟許多讀者不大一樣。我主要思考的是，思想如何傳播，信息如何傳播，為什么有時(shí)候你真正引以為傲、費(fèi)心費(fèi)力創(chuàng)造的東西卻無(wú)人關(guān)注，倒是一些你抱著“玩票”心態(tài)，順手做的東西卻無(wú)心插柳柳成蔭，獲得共享，四處傳播，還產(chǎn)生了巨大的影響。所以，我把BuzzFeed看成這樣一個(gè)平臺(tái)，它能夠讓我們理解人們?nèi)绾畏窒?、擴(kuò)散娛樂(lè)內(nèi)容、新聞和品牌內(nèi)容，也就是我們?cè)谖覀儎?chuàng)建的這個(gè)平臺(tái)上擴(kuò)散的所有這些不同類型的內(nèi)容。

????創(chuàng)建伊始，我們真的就是一家實(shí)驗(yàn)室，嘗試著了解這樣做是否行得通。現(xiàn)在，我們是一支具有奉獻(xiàn)精神的團(tuán)隊(duì)，我們的編輯、記者和用戶正在這個(gè)網(wǎng)站上創(chuàng)造供整個(gè)互聯(lián)網(wǎng)分享的娛樂(lè)內(nèi)容。

????你打算引領(lǐng)BuzzFeed走向何方？你并沒有把這家網(wǎng)站本身定性為一家新聞企業(yè)。它最類似于傳統(tǒng)媒體世界的哪一家媒體？

????我認(rèn)為，某些互聯(lián)網(wǎng)公司確實(shí)可以跟某家傳統(tǒng)實(shí)體進(jìn)行比較。比方說(shuō)，現(xiàn)實(shí)世界有各種拍賣活動(dòng)，現(xiàn)在eBay把拍賣活動(dòng)轉(zhuǎn)移到了網(wǎng)上。再比如，人們經(jīng)常去傳統(tǒng)的商場(chǎng)購(gòu)物，亞馬遜(Amazon)就是一家在線商場(chǎng)。實(shí)際上，我們經(jīng)常說(shuō)《赫芬頓郵報(bào)》就是一家“互聯(lián)網(wǎng)報(bào)紙”。這家網(wǎng)站與紙質(zhì)版報(bào)紙具有一定的可比性。

????People in the media industry are buzzing about entrepreneur Jonah Peretti, and it's not just his latest venture, BuzzFeed, that has them talking. The Huffington Post co-founder has made a name for himself exploring the ways information spreads online, turning an academic interest into a highly lucrative series of businesses that are prompting people in the media industry to rethink the way they distribute content—especially online.

????The inspiration for this conversation came from an interview of Peretti that I conducted at this year's American Magazine Media Conference in New York. Here are the highlights.

????Serwer: By now, everybody knows what BuzzFeed is, or at least has been to the website. What exactly, to your mind, is BuzzFeed?

????Peretti: I think I maybe see BuzzFeed differently than a lot of our readers see it. I think a lot about how ideas spread, how information spreads, why is it that something you're really proud of and you spend a lot of time creating sometimes doesn't go anywhere, and something that you kind of do on the side, on a lark, ends up getting shared and passed around and having this big impact. And so I think of BuzzFeed as this platform that enables us to understand how people are sharing and distributing things like entertainment content, journalism, branded content, all these various types of content that we distribute on this platform that we built.

????When we started, we really were a laboratory trying to understand how this stuff works. Now, we're a team of really dedicated editors and reporters and people creating entertainment to distribute across the web on our site.

????Where do you want to take BuzzFeed? You don't characterize it as a journalistic enterprise per se. What is it most analogous to in the traditional media world?

????I think that there are certain companies that, on the web, you can compare to a traditional entity. So you can look at eBay and say there were auctions in the real world, and now there are auctions online. Or you can look at Amazon and you can say there were stores that people go to, and now there are online stores. In fact, at The Huffington Post, we talked about the "Internet newspaper." It was kind of comparing the site to a [printed] newspaper.