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Us Weekly Editor-in-Chief
女总编扭转乾坤

Anchor
Bonnie is magic. She gets it. Gets the celebrities, the fashions, the women’s audience. If you want to have a good time, call Bonnie. Those are just some of the things people are saying about Bonnie Fuller, editor-in-chief of Us Weekly. In the job since March, she has helped engineer a turn-around of sorts for the magazine. Newsstand sales are up more than 30% of the first six months of the year. Total sale increased to just over a million. Ad pages? Those are up too. About 6% in what has been a brutal ad market. And this month, Advertising Age magazine named Bonnie Fuller “Editor of the Year”, the first person ever to receive that honor twice. And Bonnie Fuller joins us now from our New York studio. Bonnie, welcome.
主播
邦妮真是不可思议。她成功了。她得到了名人、时尚和女性读者。如果你想拥有一段快乐时光,打电话给邦妮。这只是一些人在谈到《我们周刊》的总编邦妮时的一部分说法。自从她2002年3月上任以来,她帮助杂志完成转型工作。在前半年,报摊销售增长逾30%。总销量超过了100万份。广告版面呢?也涨了。在严酷的广告市场中取得了6%的增长。《广告时代杂志》于本月提名邦妮·富勒为本年度最佳编辑,她是首位两度获此殊荣的人。邦妮·富勒通过我们的纽约演播室参加我们的节目。邦妮,欢迎你。


Bonnie
Oh, thank you.
邦妮
谢谢。


Anchor
And I should say congratulations.
主播
我应该恭喜你。


Bonnie
Well, thank you for that as well. I’m thrilled to be here.
邦妮
再次感谢你。我很高兴来这儿。


Anchor
Well, you have clearly sewed up the headlines. Some of them: “American Idol: Kelly’s Untold Story”; “Shat Stars Really Eat”; “Winona Finally, Her Story”. Other than those jazzy headlines, what else have you done to encourage readers to head to the newsstands.
主播
你很明显地向标题下了手。其中有这样一些标题:“美国偶像:凯利鲜为人知的故事”、“明星吃什么”、“威诺娜,她的结局故事”。除了这些耸人听闻的标题外,你做了其他什么事情以把读者吸引到报摊上呢?


Bonnie
We’ve packed the magazine with lively reports. Like just immediately after major red carpet events, premiers, parties, so that our reader feels she just absolutely ahs to get the latest information on what celebrities are doing, what they’re wearing, what they’re talking about. And she just can’t wait for a month, she just has to pick it up now.
邦妮
我们的杂志充满了鲜活的报道。及时报道铺红地毯的重大事件、首映式、晚会等,我们的读者想知道名人的最新动向,他们做什么、穿什么、谈论什么。这使得读者等不了一个月,而想马上就拿到杂志。


Anchor
You’ve doubled, I understand that it’s true, you’ve doubled your “Fashion Police” segment, which is filled with fashion don’ts?
主播
我知道这是真的,你把“时尚警察”版面增加了一倍,该版面载满了时尚的禁忌事项。


Bonnie
We’ve added a page to “Fashion Police” because it was such a popular feature. And one of the things that we’ve done lately is actually ask celebrities to “Fashion Police” themselves. So we had Jon Bon Jovi take a look at his outfits of the last 10 years, for example. And at the fact that he used to wax his chest for instance, then comment on all of those things.
邦妮
我们增加了一页版面给“时尚警察”,因为它是一个受欢迎的栏目。我们最近所做的实际上是请名人来“时尚警察”演绎他们自己。比如我们要求Jon Bon jovi回顾一下他过去10年的服饰,包括他曾习惯于给胸部打蜡,然后再就诸如此类的事情做出评论。


Anchor
Is it fair to say that you take a more tabloidy approach?
主播
说你采取的是小报作风的说法适当吗?

注:
tabloidy: adj. (以轰动性报道为特点的、文简图多的)小报风格的


Bonnie
Well, that’s word, it’s interesting, that means so many different things to different people. So I guess that I would say that we’re taking a newsier approach. We’re very much about breaking news. And you know, sometimes, news, when it comes to celebrities, is about their personal life or what’s going on in their lives, such as Winona Rider, you know, the fact that she’s coming up to trial. We last week, were the only publication or any media at all to talk to her parents about what was going on.
邦妮
这只是一个词而已,它很有意思,仁者见仁智者见智。我想我们采取的是更新闻化的方式。我们喜欢突发性新闻。有时候,发生在名人身上的新闻是关于他们的私生活,或者是他们的生活状况,比如关于威诺娜·怀特即将受到审判的事实。上周,我们是唯一的就此事采访了她的父母的刊物或媒体。


Anchor
Now I know your ad sales are up, but have you lost any advertisers, any big-time advertisers who may be a little nervous about the contents?
主播
现在我知道你们的广告业绩上升,但是你们是否失去了些广告客户,一些对报道内容也许感到有些不安的大客户呢?


Bonnie
I don’t believe that anything unusual has happened in that regard. Our ad pages are up about 13% this year. And we expect that to increase enormously next year. For many advertisers, it’s the very first time that they’ve actually looked at the magazine and consider coming in to it. And we’re getting a very positive response.
邦妮
我认为在此方面还没有出现任何异常。我们今年的广告版面增加了13%,并期望明年大幅度增加。对许多广告客户来说,他们第一次真正关注这本杂志,并且考虑广告投入。我们得到的反馈是积极的。


Anchor
So you deliver the audience to advertisers that will follow?
主播
是你用读者吸引了广告商吗?


Bonnie
Yes, and many of them are enjoying reading it, too.
邦妮
是的,他们中许多人也喜欢阅读这本杂志。


Anchor
Is the magazine making money?
主播
杂志赚钱吗?


Bonnie
Absolutely it is.
邦妮
当然了。


Anchor
Can you give me more details on that? Or years, I should just tell our audience, for years Us Magazine has struggled to make money and has in fact been losing money. Progress on your front?
主播
你能够具体解释一下吗?我应该告诉观众,《我们周刊》近年来一直努力赚钱,但是实际上一直赔钱。你们在经营方面有改过吗?


Bonnie
There has been much progress on that front. The magazine has been making money, I believe, for almost the last six months. And you know, we are looking forward to, you know, keeping our fingers crossed, that it will grow exponentially.
邦妮
在这方面大有改进。杂志在过去的6个月一直赚钱。我们企盼着,我们祝福着,它将成倍增长。

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