1、2011Text 1The decision of the New York Philharmonic to hire Alan Gilbert as its next music director has been the talk of the classical-music world ever since the sudden announcement of his appointment in 2009. For the most part, the response has been favorable, to say the least. “Hooray! At last!” w
2、rote Anthony Tommasini, a sober-sided classical-music critic.纽约爱乐乐团决定聘请 Alan Gilbert 作为下一任的音乐总监，这从 2009 年任命被宣布之日起就在古典音乐界引起了热议.别的不说，大部分人的反应是积极的.“好啊，终于好了！” Anthony Tommasini 写道，他可是一个以严肃著称的古典音乐评论家.One of the reasons why the appointment came as such a surprise, however, is that Gilbert is comparatively
3、little known. Even Tommasini, who had advocated Gilberts appointment in the Times, calls him “an unpretentious musician with no air of the formidable conductor about him.” As a description of the next music director of an orchestra that has hitherto been led by musicians like Gustav Mahler and Pierr
4、e Boulez, that seems likely to have struck at least some Times readers as faint praise.但是，这个任命之所以一起人们惊讶的原因却是 Gilbert 相对而言并不是很有名.甚至在时代杂志上发文支持 Gilbert 任命的 Tommasini 都称其为：低调的音乐家，在他身上找不到那种飞扬跋扈的指挥家的气质.纽约爱乐乐团迄今为止都是由像 Gustav Mahler(古斯塔夫马勒) 和 Pierre Boulez 布列兹那样的音乐家领导的.这样去描述这个乐团的下一位指挥，至少对于时代的读者而言，这是一种苍白的表扬.
5、For my part, I have no idea whether Gilbert is a great conductor or even a good one. To be sure, he performs an impressive variety of interesting compositions, but it is not necessary for me to visit Avery Fisher Hall, or anywhere else, to hear interesting orchestral music. All I have to do is to go
6、 to my CD shelf, or boot up my computer and download still more recorded music from iTunes.就我看来，我不知道 Gilbert 是否是一个伟大的指挥家或者是一个好的指挥.但是我能确定的是，他能表现出很多有趣的乐章，但是我却应该不会去Avery Fisher Hall 或者其他地方去听一场有趣的交响乐演出.我要做的事情就是去我的 CD 架上，或者打开的我的电脑从 ITUNES 上下载更多的唱片.Devoted concertgoers who reply that recordings are no sub
7、stitute for live performance are missing the point. For the time, attention, and money of the art-loving public, classical instrumentalists must compete not only with opera houses, dance troupes, theater companies, and museums, but also with the recorded performances of the great classical musicians
8、 of the 20th century. There recordings are cheap, available everywhere, and very often much higher in artistic quality than todays live performances; moreover, they can be “consumed” at a time and place of the listeners choosing. The widespread availability of such recordings has thus brought about
9、a crisis in the institution of the traditional classical concert.那些忠实的音乐会观众会讲唱片并不能代替现场的演出，但是他们忽略了一些事情.当下为了获得艺术爱好者的钱，时间，关注度，古典音乐的演奏家们(其实就是指交响乐团，同意复述)不仅要和剧院，舞蹈队，演出公司和博物馆竞争，而且还需要和那些记录了 20 世纪的伟大的古典音乐演奏者表演的唱片竞争.唱片很便宜，那里都能买到，并且比现在很多现场音乐会的艺术质量要高.进一步的讲，听众能选择听唱片的时间和地点.这些到处可以获得的唱片给传统的演出机构带来了危机.One possible re
10、sponse is for classical performers to program attractive new music that is not yet available on record. Gilberts own interest in new music has been widely noted: Alex Ross, a classical-music critic, has described him as a man who is capable of turning the Philharmonic into “a markedly different, mor
11、e vibrant organization.” But what will be the nature of that difference? Merely expanding the orchestras repertoire will not be enough. If Gilbert and the Philharmonic are to succeed, they must first change the relationship between Americas oldest orchestra and the new audience it hops to attract.对于
12、古典音乐演奏者而言，他们可能的一个回应就是排练出唱片上没有的曲目.Gilbert 对新音乐兴趣已经被广泛的关注了：Alex Ross，一名古典音乐的批评家，就这样描述道：他能够把爱乐乐团变成一个完全不同，更加有活力的组织.但是那种不同的性质也是什么呢？可能仅仅增加乐团演出的曲目是不够的，如果 Gilbert 和他的乐团要进步的话，他们就必须首先改变美国最古老的乐团(就是纽约爱乐乐团) 同他们想吸引的新观众间的关系.Text 2When Liam McGee departed as president of Bank of America in August, his explanation w
13、as surprisingly straight up. Rather than cloaking his exit in the usual vague excuses, he came right out and said he was leaving “to pursue my goal of running a company.” Broadcasting his ambition was “very much my decision,” McGee says. Within two weeks, he was talking for the first time with the b
14、oard of Hartford Financial Services Group, which named him CEO and chairman on September 29.当八月份，Liam McGee 以总裁的身份从美国银行离职的时候，他的解释出人意料的直白.他没有忸怩的用平常的模糊的理由来遮掩他的离开，他很坦诚的讲他离开就是为了去追求他经营一家公司的目标.McGee 说宣扬自己的目标就是自己的决定.两周后，他第一次和 Hartford Financial Services Group 的董事会第一次会谈，这家公司在 9 月 29 日提名他为董事会主席和 CEO.McGee sa
15、ys leaving without a position lined up gave him time to reflect on what kind of company he wanted to run. It also sent a clear message to the outside world about his aspirations. And McGee isnt alone. In recent weeks the No.2 executives at Avon and American Express quit with the explanation that the
16、y were looking for a CEO post. As boards scrutinize succession plans in response to shareholder pressure, executives who dont get the nod also may wish to move on. A turbulent business environment also has senior managers cautious of letting vague pronouncements cloud their reputations.他说在离开的时候并没有找好
17、后面的职位(下家)，使他有时间去反思他到底想去经营一家什么样的公司.这同时也就他的激情和决心，给了外界一个清晰的信号.这样做的并不只是 McGee 一个人.最近几周，Avon and American Express的一些高级经理离职并解释说想需找一个 CEO 的职位.当董事会迫于股东的压力对一系列的计划进行审查的时候，那些计划被否定掉的经理们也会想离开.激烈的商业环境同样使得高级经理很小心，模糊的表态可能会破坏他们的声誉.As the first signs of recovery begin to take hold, deputy chiefs may be more willing t
18、o make the jump without a net. In the third quarter, CEO turnover was down 23% from a year ago as nervous boards stuck with the leaders they had, according to Liberum Research. As the economy picks up, opportunities will abound for aspiring leaders.当经济复苏的标志开始确定的时候，二把手们可能更愿意在没有网(新的工作)情况下换工作.第三季度，根据 L
19、iberum 的调查， CEO 的更迭和一年前相比减少了 23%，这是由于紧张的董事会紧盯着他们的 CEO 们.随着经济的复苏和好转，对有理想的头儿们，机会是很多的.The decision to quit a senior position to look for a better one is unconventional. For years executives and headhunters have adhered to the rule that the most attractive CEO candidates are the ones who must be poached
20、. Says Korn Ferry， senior partner Dennis Carey :“I cant think of a single search Ive done where a board has not instructed me to look at sitting CEOs first.”离开高管的职位去寻找一个更好的职位，并不是传统的做法.多年以来，经理们和猎头们都认同这样一个原则：最有吸引力的 CEO 的竞争是那些需要去挖来的人.Korn Ferry， senior partner Dennis Carey 说道：我所做的每一次的招聘中，董事会都要求我从那些在任的
21、CEO 中寻找人选.Those who jumped without a job havent always landed in top positions quickly. Ellen Marram quit as chief of Tropicana when the business became part of PepsiCo (PEP) a decade ago, saying she wanted to be a CEO. It was a year before she became head of a tiny Internet-based commodities exchan
22、ge. Robert Willumstad left Citigroup in 2005 with ambitions to be a CEO. He finally took that post at a major financial institution three years later.那些没有找到工作就离开的人并不是很快就能找到顶级的职位.10 年前，Tropicana 被 PepsiCo (PEP)收购了，她以经理的身份离职了，她说他想当 CEO.但是花了一年的时间她才成为一家小型互联网交换公司的头.2005 年 Robert Willumstad 带着想成为 CEO 的梦想离
23、开了 Citigroup.可是三年后他才成为了一家主要的金融机构的 CEO.Many recruiters say the old disgrace is fading for top performers. The financial crisis has made it more acceptable to be between jobs or to leave a bad one. “The traditional rule was its safer to stay where you are, but thats been fundamentally inverted,” says
24、one headhunter. “The people whove been hurt the worst are those whove stayed too long.”很多招聘的人都说对于高管而言，过去认为的丢脸的感觉(没有工作)已经慢慢消失了.金融危机已经使得跳槽，离开一个不好的工作变得更加可以接受了.一个猎头就说到： “传统的规则是待在你原来的地方会更加安全，但是现在已经彻底改变了. 那些受伤最厉害的就是那里在一个地方待太久的人.”Text 3The rough guide to marketing success used to be that you got what you p
25、aid for. No longer. While traditional “paid” media such as television commercials and print advertisements still play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may create “earned“ media by willingly promoting it to friends, and a
26、company may leverage “owned” media by sending e-mail alerts about products and sales to customers registered with its Web site. In fact，the way consumers now approach the process of making purchase decisions means that marketings impact stems from a broad range of factors beyond conventional paid me
27、dia.过去，市场营销的成功诀窍简而言之就是一分钱一分货.然而时过境迁.虽然传统的“付费 ”(paid)媒介，比如电视和广播广告、平面广告和路边广告牌等，仍然扮演着重要角色，但企业如今还可以利用许多其他形式的媒介.比如，痴迷于某种产品的消费者，可能会乐意将之推荐给朋友，从而为企业创造因产品的优良品质带来的“ 无偿”(earned) 媒介.企业还可以利用 “自有”(owned)媒介，通过邮件向其网站的注册用户发送产品和销售提示.事实上，如今消费者作出购买决定的方式，意味着市场营销的影响力来自于传统付费媒介之外的广泛因素.Paid and owned media are controlled by
28、 marketers promoting their own products. For earned media , such marketers act as the initiator for users responses. But in some cases, one marketers owned media become another marketers paid media for instance, when an e-commerce retailer sells ad space on its Web site. We define such sold media as
29、 owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment. This trend ,which we believe is still in its infancy, effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further. Jo
30、hnson yet to hear Sandra and Britney tell it, raising a kid on their “own” (read: with round-the-clock help) is a piece of cake.当然，像美国周刊与人物这样的杂志提供的名人父母的形象是非常不切实际的.特别是像 Bullock 这样的单身母亲时更是如此.多项研究表明，有孩子的父母很少比没有孩子的夫妇更快乐，而单亲家庭是最不快乐的.这并不奇怪，因为一个人养一个孩子实在太麻烦了，没有人可以依靠.然而，你听听 Sandra 和Britney 说的话：自己“ 一个人” 养孩子，其
31、实非常简单.(她们当然觉得简单了，因为她们是在周围有一帮人全天侯的侯着啊.)Its hard to imagine that many people are dumb enough to want children just because Reese and Angelina make it look so glamorous: most adults understand that a baby is not a haircut. But its interesting to wonder if the images we see every week of stress-free, ha
32、ppiness-enhancing parenthood arent in some small, subconscious way contributing to our own dissatisfactions with the actual experience, in the same way that a small part of us hoped getting “ the Rachel” might make us look just a little bit like Jennifer Aniston.很难想象有的人生孩子就只是很傻很天真因为 Reese 和 Angelina 这种名流使这种行为变的很光鲜，多数成年人其实理解：养孩子可不是剪头发那样简单.但这确实有趣：反思一下我们每周看到的无忧无虑，幸福诱人的为人父母的生活会不会从一种微小的，无意识的方面加剧我们对于现实生活的不满.这种方式就好像：我们有那种想成为“ the Rachel”(老友记中的单身妈妈 )的心理，这种心理，使得我们看上去有点像詹尼弗安尼斯顿(Rachel 的扮演者).
