????能吸引匆匆忙忙的記者注意力的事情不多。有趣的獨(dú)家新聞算是一種。呼嘯而過(guò)的救護(hù)車(chē)大概算另外一種。（這里特指沖在危險(xiǎn)第一線的記者。）而對(duì)于絕大多數(shù)網(wǎng)絡(luò)作者和編輯們而言，能夠吸引他們注意力的，則是Chartbeat指針像催眠一樣的跳動(dòng)，因?yàn)樗茱@示出某一時(shí)刻有哪些人正在閱讀其文章。

????提供網(wǎng)站實(shí)時(shí)分析服務(wù)的紐約公司Chartbeat，在短短幾年內(nèi)，客戶(hù)便覆蓋了80%的頂級(jí)在線出版商的網(wǎng)站，包括《財(cái)富》的英文網(wǎng)站。它改變了媒體對(duì)待流量數(shù)據(jù)的方式。很早之前，網(wǎng)絡(luò)媒體第二天才能得到數(shù)據(jù)（頁(yè)面訪問(wèn)量、獨(dú)立用戶(hù)等），了解文章的受歡迎程度。后來(lái)變成了只需等待一個(gè)小時(shí)。如今有了Chartbeat，網(wǎng)絡(luò)媒體幾乎可以即時(shí)得到數(shù)據(jù)?？粗鳦hartbeat控制面板上的“同步”指針，就像通過(guò)核磁共振掃描盯著一個(gè)人的心臟跳動(dòng)一樣。

????這種方式已經(jīng)改變了出版商應(yīng)對(duì)數(shù)據(jù)的方式。讀者肯定注意到了。頭條的標(biāo)題被不斷地精心調(diào)整。次要文章的推廣時(shí)間被定得更加精確。當(dāng)然，受在線顯示廣告根據(jù)瀏覽量而非興趣付費(fèi)的商業(yè)模式驅(qū)動(dòng)，你會(huì)發(fā)現(xiàn)那些“誘餌”內(nèi)容也更吸引人點(diǎn)擊了。。（證據(jù)一：這篇文章就使用了“吸引眼球”的標(biāo)題。）

????這種基本模式一直令人頭痛不已，所以，你會(huì)經(jīng)?？吹?類(lèi)似“一位女性如何在20分鐘內(nèi)減掉一磅”這樣的標(biāo)題，而其實(shí)里面的內(nèi)容你或許已經(jīng)在其他地方看過(guò)。標(biāo)題一直是吸引讀者注意力的主要工具，但現(xiàn)在的模式卻正鼓勵(lì)出版商極盡夸張之能事，以最大可能吸引讀者。

????與很多人一樣，Chartbeat公司CEO托尼?海勒相信還有更好的方法。上個(gè)月，他的公司宣布“注意力標(biāo)準(zhǔn)”首度受到媒介視聽(tīng)率評(píng)介委員會(huì)（Media Rating Council）的認(rèn)可衡量標(biāo)準(zhǔn)，這個(gè)標(biāo)準(zhǔn)既不是看點(diǎn)擊率也不是看加載時(shí)間。而是貫穿廣告與內(nèi)容兩方面，或許能夠有效地打擊言過(guò)其實(shí)的網(wǎng)絡(luò)文章標(biāo)題。

????在出席芝加哥在線新聞協(xié)會(huì)（Online News Association）會(huì)議期間，海勒接受電話(huà)采訪時(shí)表示：“我們并非想要根據(jù)加載頁(yè)面的情況給廣告計(jì)價(jià)，而是想解決兩個(gè)問(wèn)題：你是否可以準(zhǔn)確測(cè)量能夠抓取的注意力的具體數(shù)量？如何計(jì)算這些注意力的價(jià)值？如果你能做到這兩點(diǎn)，品牌就可以更有效地分配資本。而在出版商方面，從經(jīng)濟(jì)角度來(lái)說(shuō)，所有投資高質(zhì)量?jī)?nèi)容的人，都有理由這樣做?！?/p>

????出版商一直在尋找更好的方法測(cè)量注意力，但多年來(lái)始終無(wú)法就具體方式達(dá)成共識(shí)。海勒說(shuō)道：“你想了解什么是高質(zhì)量的內(nèi)容。如果你能讓讀者點(diǎn)一下標(biāo)題就進(jìn)入頂部500個(gè)像素位置含有廣告的頁(yè)面，那么你投資高質(zhì)量?jī)?nèi)容的動(dòng)機(jī)是什么？你只需要編寫(xiě)一個(gè)聰明的標(biāo)題就可以了。但如果你能讓讀者在那個(gè)頁(yè)面停留，讓他們一直閱讀下去從而使廣告有機(jī)會(huì)發(fā)揮作用，這會(huì)與前者有很大的不同。55%的網(wǎng)頁(yè)瀏覽量得到的注意力長(zhǎng)度不足15秒。如果能夠找到一種方法，更好地證明注意力，你就可以提高廣告費(fèi)率?！?/p>

????海勒的建議是對(duì)在線廣告行業(yè)的一次巨大變革，雖然在線廣告業(yè)一直在努力完善現(xiàn)有的模式，但卻很少能產(chǎn)生全新的想法。海勒說(shuō)道：“我們將開(kāi)始把注意力轉(zhuǎn)移到品牌廣告，即向消費(fèi)者傳遞信息，而不是宣傳一項(xiàng)活動(dòng)或直接響應(yīng)式的推銷(xiāo)。品牌方對(duì)直接響應(yīng)標(biāo)準(zhǔn)的使用走入了誤區(qū)。未來(lái)，這種情況將逐漸改變。”

????這意味著，未來(lái)出版商將失去粗制濫造所謂點(diǎn)擊誘餌的動(dòng)力。海勒說(shuō)道，未來(lái)的路非常艱難，隨著出版商與廣告公司開(kāi)始接受新標(biāo)準(zhǔn)，變化將會(huì)不均衡地展開(kāi)。但這是我們第一次看到如此明確的方向。他說(shuō)：“訪客的默認(rèn)行為不是閱讀每一個(gè)字，而是離開(kāi)?！?財(cái)富中文網(wǎng))

????譯者：劉進(jìn)龍/汪皓

????There aren’t many things that can capture a busy journalist’s attention. A juicy scoop, for one. The flashing lights of an ambulance may be another. (We tend to be the types that run toward danger.) And, for the vast majority of those writers and editors that work online, the hypnotic bounce of the Chartbeat needle telling them who’s reading their story at that very moment.

????The New York-based company, which offers real-time analytics for websites, has in just a few years worked its code into the websites of 80% of the top online publishers, including the one you’re reading right now. It has changed the way they react to traffic data. It used to be that you’d have to wait until the next day for data (pageviews, unique users, et cetera) to understand how stories performed. Then it became the next hour. With Chartbeat, it’s nearly instantaneous. A look at the “concurrents” needle on the Chartbeat dashboard is like staring at a person’s beating heart during an MRI scan.

????This dynamic has changed the way publishers react. You’ve no doubt noticed it. Headlines are refined on the fly. Secondary stories are promoted with more precise timing. And, of course, the bait becomes more click-y, fueled by an online display advertising business model that rewards views instead of interest. (Exhibit A: The headline used, quite tongue in cheek, on this story.)

????The underlying model has been the most troublesome, and it’s the primary reason why “Six Totally Shocking, Crazy, Outrageous Predictions About the War Against the Islamic State” and “Watch a Woman Attempt to Lose One Pound in 20 Minutes” are used to headline stories you’ve probably already seen elsewhere. The headline has always been a chief tool to grab a reader’s attention, but today’s model rewards publishers who exaggerate to reach far beyond their target audience.

????Like most people, Chartbeat CEO Tony Haile believes there’s a better way. On Monday, his company announced the first-ever accreditation by the Media Rating Council for metrics around attention, rather than clicks or load time. The accreditation spans both ads and content, and may prove effective in beating back the over-promising online headline.

????“Instead of trying to value ads on the fact that the page loaded with the ad on it, it’s: Can you accurately measure how long the actual amount of attention you’re able to capture and then value it?” he said during a phone call Friday from the Online News Association conference in Chicago. “If you can do that, brands will more effectively allocate capital. On the publisher side, all the people who have invested in quality content actually have an economic reason to do so.”

????Publishers have long sought a better way to measure attention, but have for years disagreed on how to specifically do it. “You want to know and understand what’s quality content,” Haile said. “If you can get someone to click on a headline and come through to a page where the ad loads in the top 500 pixels, what’s the incentive for you to invest in quality content? You can just write a clever headline. But if you can keep them on that page and keep them reading so that ad has a chance to work, there’s a very great difference. Fifty-five percent of all pageviews on the web get less than 15 seconds of attention. If you’re dealing with something where you can prove attention better, you can charge more.”

????What Haile is suggesting is a massive change to the online advertising industry, which has done much to refine its existing model but accomplished little in the way of a full rethink. “We’ll begin moving our attention to brand advertising—that is, advertising that communicates a message to you, rather than prompting an action, or direct response,” he said. “The brand side has been using direct-response metrics for the wrong purposes. That’s going to change over time.”

????Which means in time publishers won’t be incentivized quite as much to churn out so-called clickbait. The road ahead is rocky, Haile said, and change will be unevenly distributed as publishers and ad agencies begin to embrace the new standard. But the direction forward is, for the first time, clear. “A visitor’s default behavior isn’t to read every word,” he said. “It’s to leave.”