WEBVTT

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The decline of print publishing is no longer news,
平面印刷式微已經不再是新聞了，

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but when one of the world's most flamboyant billionaires enters the digital magazine scene, well that's a different story.
但是當全球最引人注目的億萬富豪進軍數位雜誌領域，這又是另一回事了。

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Now Project is the iPad-only monthly magazine from Virgin's Richard Branson.
《Project》是一本只刊登在 iPad 上的月刊，創辦人為維京集團的理察‧布蘭森。

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At its launch, he proclaimed, "The future of publishing lies in apps, not on shelves."
布蘭森在出刊時宣稱：「出版業的未來在應用程式上，而非在書架上。」

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With Rupert Murdock soon to follow, who is going to argue?
接著梅鐸（編註：媒體大亨）也即將跟進，有誰會不同意這項說法呢？

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We'll work with the iPad initially. It's a fantastic platform. It's literally exploding around the world.
我們一開始會和 iPad 合作。iPad 是個很棒的平台，它確實在全世界迅速擴散開來。

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It enables you to do things with a magazine on the iPad that you could never do with a normal magazine on the stalls.
它讓你可以用 iPad 上的雜誌來做一些事，是你在書報攤上的一般雜誌永遠無法做到的。

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So, you know, it brings the magazine alive. 
所以說，它讓雜誌有了生命。

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Is the future of publishing in apps and not in physically printed products?
出版業的未來是在應用程式，而非印刷出來的實體商品嗎？

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Sadly, for physically printed products, I think the future is in apps.
很不幸地，對於實體印刷商品來說，我認為未來是應用程式的天下。

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I mean, for an appetizer, Virgin Atlantic is...with our planes, for instance, if we advertise on target,
舉例來說，拿個開胃菜來看，維京大西洋航空……我們的飛機，如果我們針對目標客戶做廣告，

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we're gonna be able to, you know, take people into the plane, we're gonna be able to let people hear the roar of the engines,
我們將可以帶人進入機艙，讓人們聽聽引擎的轟隆聲，

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we're gonna let people be able to see what kind of seats they're sitting in, we're gonna be able to let people see the quality of the food.
還能讓人們看看他們會坐在什麼樣的座椅上，讓他們看看餐點的品質。

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But we can do it all in a really fun, fun way, which is not possible in just a magazine on the book stalls. 
但我們能用一種很有意思的方式來做這些事，這是書報攤上的雜誌不可能做到的。

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Now, lets take a look at how digital magazines are moving the medium forward.
現在我們來看看數位雜誌是如何引領媒體向前走的。

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Now, Branson's Project, it shows that static images just aren't adequate in the brave new world of publishing.
布蘭森的《Project》讓人覺得，靜態影像在出版業的美麗新世界中已經不夠看了。

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Now, let's examine this feature on Jaguar's hypercar.
我們現在就來檢視一下這篇積架超級汽車的專題報導。

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Now why look at one side when you can see right around it.
如果你可以環繞車子檢視，何必只看一邊呢？

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And why just look at the outside when you can climb inside? 
而如果你可以爬進車裡，何必只看外觀呢？

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Now Wired magazine's app, it goes one step further.
《連線》雜誌的應用則是更上一層樓。

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Now in its feature on a Lego Lamborghini you can build the entire vehicle from scratch.
在這本雜誌裡一篇關於樂高做成的藍寶堅尼的專文裡，你可以從零開始堆出一整輛車。

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But interactivity is not limited to looking at pretty pictures of cars.
這裡的互動性並不僅止於看漂亮的汽車圖片，

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Now there's often a more dynamic way to get educated, as well.
也經常會有更動態的方式來獲取新知。

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For example, this Wired feature on missions to Mars doesn't just feature a spinning planet,
舉例來說，《連線》有關火星任務的專文中，不只有一個會轉動的星球，

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it also allows users to select the information they want to read
還能讓使用者選擇他們想要閱讀的資訊，

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and brings it to the forefront in an attractive, and as you can see, clearly legible way.
並且可以將之帶到最前面，以用一種吸引人且清晰可讀的方式加以呈現，正如同你所看到的。

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Now traditional magazines are also getting in on the action.
傳統雜誌也同樣趕上這股熱潮。

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Time can be read like the print version; you just have to scroll down the screen.
《時代》雜誌能夠以平面雜誌的方式來閱讀，你只要將螢幕下拉即可。

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But turn it sideways and you can get interactive here too,
將它橫放，你也可以按這裡使用互動功能，

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assuming that you really want to listen to what Paris Hilton has to say.
如果你真想聽聽派瑞絲‧希爾頓在說些什麼的話。