報紙在印度隨處可見。在城市的小茶館，吃早餐的人們一邊啜茶一邊看報，將當日報紙攤在充當桌布的舊報紙上，然後伸手去拿裝在克難型外帶包裝袋裡的菜餃。包裝袋則是把報紙摺起來再用訂書機訂成的。

Yet, in a juxtaposition typical of India’s stratified modernization, growth in digital media is exploding at the same time. Samir Patil has spent most of the last decade adapting print media into digital successes.

不過，在印度典型的社會階級現代化過程中，數位媒體也同步突飛猛進。帕提爾把最近十年的大部分時間花在讓印刷媒體成功轉型為數位媒體。

Seven years ago, he bought India’s most prominent comic book publisher, whose sales were flagging, and had versions of its books animated and broadcast on the Cartoon Network and the Disney Channel in India. Scroll.in, his latest startup, is part of an emerging batch of online news media in India.

七年前，他買下印度最有名的漫畫出版社。當時出版社銷量滑落，他把漫畫社作品拍成動畫，在印度的卡通頻道和迪士尼頻道播出。帕提爾最新的新創公司Scroll.in趕上了印度網路新聞媒體的新興熱潮。

Scroll.in offers analysis and reporting on Indian politics and culture, presented in an infinite scroll format. In the three months after its launch in January, a million unique users visited Scroll. in, more than half via smartphones.

Scroll.in

Advertisers are beginning to line up, and an app launch is a few months away. India is attracting foreign news organizations as well.

提供印度政治與文化的分析與報導，以卷軸格式呈現。元月啟動後的三個月，已有一百萬名不重複的訪客造訪該網站，超過半數透過智慧手機瀏覽。廣告主開始趨之若鶩，網站幾個月後將推出應用程式。

同時，印度也招攬國外新聞機構。

T h i s mo n t h , Scroll.in, in partnership with Quartz, the two-year-old online business news property owned by the Atlantic Media Company, is starting Quartz India, Quartz’s first country-specific site. BuzzFeed and the Huffington Post plan to open offices in India this year. And The Guardian is studying the potential of a country-focused site, according to a person at the news organization with knowledge of the plans . The Guardian Media Group’s chief executive said in a recent interview with The Independent that India has “huge potential.” More than 130 million Indians are online every day, mostly on their phones .

這個月，Scroll.in與大西洋媒體公司旗下成立兩年的商業新聞網站的「石英」，將合夥推出印度版的「石英」，將是「石英」第一個專門針對特定國家的網站。BuzzFeed和「哈芬頓郵報」（新聞網站）計畫今年在印度設立辦事處。

英國「衛報」內部知情人士透露，衛報正在研究設立以國家為焦點網站的可行性。衛報集團執行長最近接受「獨立報」訪問時表示，印度有「極大潛力」。

每天上網的印度人超過一億三千萬，大多以手機上網。

The newcomers’ approaches underscore changes that have spread across the industry . For example, the Indian sites of Quartz, BuzzFeed and Huffington Post will rely on local journalists, rather than foreign correspondents.

後浪的做法凸顯出遍布新聞產業的轉變。例如，「石英」、BuzzFeed 和哈芬頓郵報的印度網站將仰賴當地的記者，而非外國的特派記者。

“It’s not about creating Huffington Post in India — but rather creating an Indian Huffington Post,” said Koda Wang, general manager of Huffington Post’s international division. BuzzFeed and Huffington Post already run a few country- specific sites . BuzzFeed plans to expand into Germany, Mexico and Japan, and it introduced its Australia page in January. Huffington Post will open a Greece-specific site and an Arabic language edition this year . Thirty percent of Buzz- Feed’s readership is outside of the United States, compared with 40 percent of Quartz’s and Huffington Post’s.

哈芬頓郵報國際部總經理王幸田說：「我們不是在印度辦哈芬頓郵報，而是創辦印度版的哈芬頓郵報。」

BuzzFeed與哈芬頓郵報已設有一些針對特定國家的網站。BuzzFeed 計畫將版圖拓展到德國、墨西哥和日本，元月已設立澳洲網站。哈芬頓郵報今年將建置專為希臘開設以及阿拉伯文的網站。BuzzFeed的讀者有三成在美國境外，石英和哈芬頓郵報境外讀者則占四成。

Business Insider, which opened an India site last September, teamed up with the country’s biggest media conglomerate, The Times of India.

新聞網站「商業內幕」去年九月成立印度文的網站，並和印度最大的媒體集團「印度時報」結盟。

In its partnership with Quartz, which Mr. Patil characterized as a “soft association,” Scroll.in will share some of its writers. By soft association, Mr. Patil meant that Scroll.in was not being acquired by or sharing equity with Quartz, but they would have a complementary style, content and social media strategy. Nikhil Pahwa, founder of Medianama. com, a website that analyzes digital media , said, “India is a market that delivers very high consumption and usage, but struggles when it comes to being commercially viable.”

帕提爾用「柔性結盟」形容與「石英」的合作關係，表示Scroll.in將提供部分作者供對方使用。帕提爾所謂的「柔性結盟」，指的是Scroll.in並未被「石英」收購或者共有股權，而是在風格、內容和社群媒體的策略上互補。

分析數位媒體的網站Medianama.com創辦人帕瓦說：「印度是消費和使用量很大的市場，但是要獲利卻不容易。」

Huffington Post and Quartz India point toward native advertising as perhaps the most practical way of making money . Native advertising, which is sponsored content made to look like an article, could be attractive to Indian readers who are used to having to click through ad s to reach articles .

哈芬頓郵報和石英的印度版往原生廣告發展，認為可能是最實際的賺錢方式。「原生廣告」讀起來像報導，內容卻接受廣告商贊助，或許可以吸引習於必須點選廣告才能閱讀文章的印度讀者。

“What we’re doing now,” Mr. Patil said, “is building a quality audience, for ourselves and for advertisers. And better still, we’re training the next generation of journalists in the meantime.”

「我們正在做的，」帕提爾說，「是為我們自己和廣告主打造優質的觀眾。更棒的是，我們同時還訓練新一代的記者。」

最早注意到不對勁的，是一些德國作家，他們密切追蹤自己的作品在亞馬遜網路書店的銷售排名。

Amazon was suddenly saying it could take as many as 11 days to deliver some older titles — inconceivable given that a system of distributors ensuring deliveries within 24 hours has existed for decades .

德國的書籍配送系統數十年來一向保證24小時之內到貨，現在亞馬遜突然說，一些出版了一陣子的書最久可能要11天才能寄達讀者手中，令人難以置信。

Only when the German division of the Bonnier Media Group wrote to its authors and agents several weeks ago to apologize for the delays did an explanation emerge. Bonnier, one of Germany’s largest publishing groups, said it was in negotiations with Amazon over how to share the earnings of its electronic books. The delays appeared to be a tactic aimed at forcing the publisher to give Amazon a bigger cut.

一直到幾周前，邦尼爾媒體集團德國分公司去函作家及經紀人，為亞馬遜的延遲出書道歉，此事的原委才浮出檯面。邦尼爾是德國最大的出版集團之一，該公司表示正與亞馬遜商談如何分配其電子書的利潤。延遲出書顯然是亞馬遜的策略，目的是迫使出版社讓亞馬遜多分一些。

Like their counterparts in the United States who have felt Amazon’s clout, German book agents are chafing. “This is above all about the future market and the e-book market,” said Matthias Landwehr, a literary agent who represents many of the authors affected.

德國的出版經紀商就跟他們那些已感受到亞馬遜影響力的美國同業一樣，覺得憤怒。旗下許多作家受到影響的文學線出版經紀人藍德維說：「這件事最主要關係到未來的書市和電子書市場。」

So far, unlike in the United States, where Amazon has been discouraging customers from buying new and coming titles from Hachette by making it impossible to order or pre-order, the tactics in Germany involve only delays in deliveries of backlist titles of authors published by houses owned by the Bonnier Media Group.

目前，德國亞馬遜的策略僅涉及延遲遞送邦尼爾媒體集團旗下出版社的書目品項，不像美國亞馬遜那樣，藉由使訂購或預訂變得不可能，讓消費者不買阿歇特出版社剛出版及即將出版的新書。

But in Europe, where the clout of American Internet giants is already deeply resented, Amazon may find itself facing rules and resistance of sorts it has not encountered in the United States.

但在對美國大型網路公司影響力深惡痛絕的歐洲，亞馬遜可能會面對在美國未曾遭遇的法規及抵制。

Other European countries like France and Britain do not appear to be affected so far by Amazon’s actions. Sales of Hachette’s books via Amazon’s site in France did not appear to be impeded . Nor have other leading German publishers been targets.

像英、法這些其他歐洲國家，目前看來不受亞馬遜行動的影響。法國亞馬遜售出的阿歇特出版社的書，似乎未受延遲。其他德國知名出版社也並未被亞馬遜盯上。

Still, many in the publishing world here contend that Amazon has used the negotiations with the German Bonnier imprints, which include Piper, Ullstein, Carlsen and Berlin Verlag, to send a message.

但在德國，出版界卻有許多人說，亞馬遜利用與邦尼爾旗下各出版社的談判傳遞出訊息，這些出版社包括派柏、烏爾斯坦、卡爾森及柏林出版社。

“They are using them to set an example and counting on the fact that publishers are not allowed to speak with one another,” Mr. Landwehr said of Amazon, citing potential antitrust concerns on the publishers’ part if they should compare notes. “But if they can get them to change the existing conditions with one publisher, it would trigger a domino effect.”

藍德維指出，這些出版社如果互相比較給亞馬遜的折扣，可能引發壟斷疑慮，他說：「亞馬遜仗著出版社彼此不可互通聲息的事實，拿這些出版社殺雞儆猴。但如果亞馬遜能讓一家出版社改變現行合約條件，就會引發骨牌效應。」

Amazon did not comment. This year, French lawmakers approved what has become known informally as the “anti- Amazon law,” which restricts online vendors from offering free delivery on top of the country’s maximum 5 percent discount on books.

亞馬遜未就此事發表評論。

法國國會今年通過了非正式名稱為「反亞馬遜法」的法令，規定線上零售業者不得在法國書籍書價最高打九五折之外，提供免運費的優惠。

In Germany, the company came under fire last year for its use of immigrant workers, and Amazon workers in two of the largest distribution plants have been struggling to unionize. But the new dispute marks the first time the American company has confronted head-on Germany’s tradition of protecting the printed word. Books in Germany are considered of such indispensable value to society that publishers are allowed to dictate the prices at which retailers can sell all new titles, including best sellers and e-books. That law also is aimed at ensuring the survival of a thriving network of bookshops.

德國亞馬遜去年因為雇用移工而飽受批評，且德國亞馬遜兩個最大發貨中心員工亦仍未能組成工會。

但上述新爭議卻是這家美國公司首度與德國保護出版業的傳統正面衝突。德國人認為書對社會具有不可取代的價值，出版公司依法可指定零售新書的價格，包括暢銷書及電子書。這項法令同時用以確保興盛的書店業得以存活。

Yet in a country where shopping hours are also tightly controlled by the government, Germans are becoming accustomed to the ease of ordering books at all hours and having them delivered . Germany’s book-order business grew by 4 percent last year to 2.7 billion euros, or $3.7 billion, according to the Federation of Mail-Order Booksellers. Amazon controll ed more than half of the German market, with sales of ?1.9 billion.

然而在購物時間也受政府嚴格管制的德國，民眾對隨時訂書、寄送到家的便易已日益習慣。

郵購書商聯盟統計，德國去年訂購書營業額較前年增加4%，達27億歐元（約台幣1106億元），亞馬遜占了一半以上，營業額為19億歐元。

Amazon has an even stronger hold on the e-book market here, despite attempts by German publishers to create an alternative open-source platform . E-book sales in Germany grew 200 percent from 2012 to 2013, and experts predict that number will only increase. The German booksellers association has call ed on lawmakers to adapt antitrust laws to the digital market, and allow publishers to band together.

亞馬遜在德國電子書市場的占比更高，儘管德國各出版公司企圖另創一個自由開放的銷售平台。從2012年到2013年，德國電子書營業額成長200%，專家預測未來只增不減。

德國書商聯盟曾要求國會議員把數位市場也納入反托辣斯法管轄的範圍，且允許出版社聯合起來發揮影響力。

While Amazon receives a 50 percent cut of all printed books it sells in Germany, the standard rate for e-books gives the company just 30 percent of the sales price . Amazon appears to be banking on the strength of its position to push for a larger share . Joscha Sauer, a cartoonist whose works are published by Carlsen, took to social media to denounce Amazon .

如今亞馬遜在德國出售各出版社的紙本書，可以分得售價的五成，而在電子書部分依標準作法卻只能分到三成。現在亞馬遜似乎是仗著其市場占有率優勢，要求多分一些。

漫畫家索爾的幾部作品都是由卡爾森出版公司出版，他透過社群媒體譴責亞馬遜。

“From a purely moral standpoint, what Amazon is doing is a dirty trick,” Mr. Sauer said. “From an economic point of view, it is nothing out of the ordinary.”

索爾說：「從純道德的角度來看，亞馬遜現在的行徑卑鄙下流。但從經濟的角度來看，不足為奇。」