“Passport to World Band Radio”访谈

采访人:chinapizza;采访对象:Jane Brinker女士

Passport to World Band Radio 《广播之友》:你们是如何定位PWBR的?PWBR和WRTH相比有什么特点?您能否简要地介绍一下PWBR的内容?
How do you define "Passport to World Band Radio"? Is there any difference between WRTH and PWBR? Could you make a brief introduction about the content of "Passport to World Band Radio"?

Jane Brinker/IBS:你很快就会亲眼看到PWBR的内容(Jane寄了一本PWBR给我),这样你就可以获得第一手的答案了。顺便说一下,2003版的PWBR还将收录四篇有关非洲国家——埃塞俄比亚、厄立特里亚、苏丹和索马里的文章。
You will see the content of a typical Passport shortly, so you will be able to answer this question firsthand. BTW, Edition 2003 will include four articles on the Horn of Africa -- Ethiopia, Eritrea, Sudan and Somalia.

《广播之友》:目前PWBR的销量如何?它在哪些国家卖得最好?PWBR有几种语言的版本?它在中国的发行情况又如何?
How many issues has it sold at the present time? In which country has it sold best? How many editions does it have in different languages? What is its distribution in China?

Jane Brinker/IBS:PWBR通常在每年的10月中旬出版,从当年10月到来年的早些时候都很畅销(因为到了下半年又将有新版推出)。除了在欧洲大陆、澳大利西亚(澳大利亚及周边几个国家)、日本等地热卖以外,卖得最好的地区就算是北美和英国了。另外,我们还通过网站(www.passband.com)、传真、电子邮件(mktg@passband.com)和传统邮政在世界范围内提供信用卡订购服务。在全球,PWBR比任何一种其他的国际广播出版物都更畅销,甚至比其他所有类似出版物的总销量还要多。最近的例子是WRTH新出炉的《短波指南》(The Shortwave Guide),这本新书的市场定位和PWBR相似,然而尽管PWBR的售价更昂贵,但它仍然比《短波指南》卖得更好,估计销量是后者的25倍。
Passport, which comes out each year in mid-October, sells best from late October until early the following year, mainly in North America and the United Kingdom, but also in continental Europe, Australasia, Japan and beyond. Additionally, we sell direct worldwide by credit card via our Website (www.passband.com), fax, email (our public email address is mktg@passband.com) and postbox. Worldwide, Passport far outsells any other international broadcasting publication. Indeed, it outsells all other international broadcasting books combined, including imitators. The latest example is the WRTH's recent publication, "The Shortwave Guide," marketed as being like Passport. Yet, even though Passport costs more, it outsells the "Guide" by an estimated 25 to one.

《广播之友》:PWBR的稿源来自哪里?PWBR的机评标准是什么?由谁来执行这些测评?
How can "Passport to World Band Radio" receive its contributions? What is the standard of judging the receiver? Who does the judgement?

Jane Brinker/IBS:在获取电台频率方面,PWBR的运作机制和美国海军或英国特种兵差不多——通过少数包括监听员在内的顶尖高手来完成使命。因此,我们拥有一支由经验丰富的监听员组成的精干团队来配合我们的频率编辑。Tony Jones就是一个例子,他住在巴拉圭——世界上的很多地方的电台信号在这里接收都异乎寻常地强。在他与我们合作之前,Tony曾为某个西方大国的政府监听机构服务。顶级的监听高手在世界上如凤毛麟角,而我们却足以自豪地拥有这样一支由高手中的高手组成的团队。在机评领域,Lawrence Magne——我们的总编——在为WRTH工作期间就奠定了系统而客观的评测体系(WRTH从1978版到1986版都在沿用Lawrence树立的标准)。1980年到1997年间,Lawrence先生还在加拿大国际广播电台、瑞士国际广播电台和日本广播电台的节目中做机评。Robert Sherwood的实验室则专攻短波,负责对一批经验老辣的DXer所做的测评进行定量分析和评估。这在很大程度上是一种团队合作,一如PWBR在其他方面的作为。我们引以为豪的是:我们不但能做精确的评测,还保证了客观与中立。外界的杂志这样评价我们的机评:“让广告商见鬼去吧。”每一版的PWBR都会列出机评小组和其他撰稿人的名单,他们的名字通常附在每一章节的末尾。
For station schedules, Passport operates on the same principle as the American Marines or British Special Forces, which is to use a few top-notch people, including monitors. Thus, Passport has a small and wonderful regular team of experienced monitors who work with our schedules editor, Tony Jones, headquartered in Paraguay where shortwave reception is uncommonly robust from many points in the world (before he came on board with us, Tony monitored for a major Western government agency). First-rate monitors are among the scarcest people on earth, and we are proud to have the best of them as team colleagues. As to receiver testing, Lawrence Magne, our Editor in Chief, inaugurated the concept of systematic and unbiased testing when he was with the World Radio TV Handbook, starting with their 1978 edition, and continued doing this until the WRTH's 1986 edition. He also did regular receiver reviews over the air for Radio Canada International, Swiss Radio International and Radio Japan from 1980-1997. Robert Sherwood's laboratory specializes in shortwave, and performs the quantitative analysis, while a small team of seasoned DXers does hands-on testing. It is very much a team effort, as is everything else at Passport. We are very proud of our record not only of accurate reviewing, but also freedom from outside influence of any sort. As Outside Magazine says about Passport's receiver reviews, "advertisers be damned." The names of team members and contributors are given in the masthead of each edition, and also at the end of each section of Passport Reports.

《广播之友》:除了PWBR,你们是否还出版其他的BCL图书?
Besides "Passport to World Band Radio", do you publish other books or publications on BCL?

Jane Brinker/IBS:我们还按专题出版一系列的短波设备分析报告,比如《国际广播数据库》(Radio Database International)。从前我们还出版“Passport to Web Radio”,如今这本书已经改成在网上出版了。
We publish analytical monographs of specific items of shortwave equipment in the series, "Radio Database International." We formerly also published the book Passport to Web Radio, which is now online.

《广播之友》:IBS怎样评估DX/BCL活动在全球的发展趋势?近年来,BCL的数量是增加了还是减少了?
What does IBS think of the future of DX/BCL activities in world? Is the number of BCL increasing or decreasing in recent years?

Jane Brinker/IBS:从前,最权威的全球听众统计数据是由BBC World Service的IBAR(International Broadcast Audience Research,国际广播听众研究)通过与美国之音的某些合作而得出的。但是,如今双方都掌握在那些对高新技术更有热情的人手里,因此在过去的两三年中,我们没有再看见公开发表的统计数据,除了偶尔出现的为私利服务性质的摘录,没有人知道准确的数据。然而,然而,IBAR的前负责人(被认为是这一课题的世界一流的专家)指出:去年在世界范围内,短波听众的数量仍在持续增长。Grundig/Lextronix公司也宣称他们的市场在一年年扩大;你也可以通过与德生的接触来了解更多关于Grundig销量的细节,他们为Grundig品牌定制了许多种收音机。
The most reliable statistics on listenership worldwide were formerly drawn up by the IBAR section of the BBC World Service, along with some cooperation from the VOA. However, both organizations are now managed by those who prefer to stress advanced technologies, so in the past couple of years we have not been seeing these statistics being made public except for occasional self-serving excerpts. Nevertheless, the former head of IBAR, considered to be the world's foremost expert on this subject, indicated last year that shortwave listening continues to grow worldwide. Grundig/Lextronix also claims that the market they serve is growing year after year; you may be able to obtain more details on Grundig's sales through your contacts at Tecsun, which manufactures many of the radios now sold under the Grundig label.

《广播之友》:对于在中国普及BCL活动,您有何高见?
Do you have any suggestion about popularizing BCL activities in China?

Jane Brinker/IBS:在中国普及严肃的短波收听活动的最主要途径取决于德生和其他主要的收音机制造商是否能从Grundig成功的营销战略中汲取经验。大约24年前,Grundig初入北美市场时带来了整条消费类电子产品链。当时,他们的北美营销部门(Lextronix)首脑向Larry Magne咨询短波收音机到底还有没有市场,因为Grundig的产品链中包括一些便携式短波收音机产品,而Lextronix根本不知道该拿它们怎么办。Larry解释了这是一个如何具有发展势头的市场,Lextronix在Larry的建议下开始试销Satellit 650——也就是Satellit 800(HAM 2000)的上代产品,这个产品在市场上大获成功。Lextronix接着又尝试销售了另外一些型号,这些型号也取得了不俗的销售业绩,如此步步为营,长驱直入……直到最近,Lextronix的首脑仍定期向Larry讨教。过了一段时间后,大约在1980年,Grundig在北美市场上停止了其他产品的销售,仅保留下短波收音机业务,因为收音机有良好的市场前景与赢利空间。剩下的故事如今已载入史册:Grundig在北美从零起步,直到如今每年售出100万台短波收音机。这一切能成为现实是因为Lextronix除了苦心营建庞大的销售网络和提供强有力的客户支持外,还愿意投入数百万美元的广告费用。大约在同一时期,Sangean也生产出了高质量的短波收音机。但到了今天,它在公众中的知名度相对来说要小得多。尽管Sangean和Grundig一样在美国早就建立了销售部门,但Sangean却从来没有在开拓市场上进行过重要的投资,而是着重为其他公司提供盈利空间较小的OEM生产业务。或许你已经知道,它们刚刚又失去了最重要的客户——Radio Shack。推广BCL活动之道其实是如此简单,说白了就是有投入才会有收益。任何一家收音机制造商只要有了好产品、高超的管理能力和一流的营销手段,都会自觉地加紧推广BCL活动——因为有丰厚的利益可图!
The main way to popularize serious shortwave listening in China is if Tecsun or another major manufacturer were to learn from Grundig's marketing success. About 24 years ago, Grundig entered the North American market with a full line of consumer electronics products. At that time, the head of their new North American operation (Lextronix) called Larry Magne to ask whether there was any market for shortwave radios, as among the many products Grundig had in its consumer electronics line were some shortwave portables and Lextronix didn't know what to do with them. Larry explained how this was a growing market, so Lextronix did some test marketing of the Satellit 650, which is the predecessor to the Satellit 800 (HAM 2000). It did surprisingly well, so he did some more testing, which also did well, and so on, and until recently Lextronix's head was in regular contact with Larry. After awhile, around 1980, Grundig discontinued selling anything in the North American market except shortwave radios, as this had the most long-term growth potential and profit margin. The rest is history. Grundig has gone from selling no shortwave radios in North America to, they claim, selling over a million units a year. But all this happened because Lextronix was willing to spend millions of dollars on advertising, as well as in building up a vast dealer network and providing strong customer support. During this same period, Sangean also made quality shortwave radios, but to this day remains relatively unknown to the public. Even though, like Grundig, it has long had a sales office in the United States, Sangean has never invested significantly in marketing, concentrating instead on lower-margin OEM production for other companies (as you may know, they recently lost their major account, Radio Shack). The secret to popularizing serious shortwave listening thus is simple, and straight out of Capitalism 101. A manufacturer with good products, superior management and first-rate marketing will wind up popularizing serious shortwave listening simply because it is unusually profitable.

IBS(International Broadcasting Services, Ltd)简介 IBS创建于1970年,专注于为国际广播电台提供专业咨询。IBS拥有强大的人力与技术资源,在先进技术应用管理、软件研发、国际广播与短波工程咨询领域均有卓越建树,并建成了全球规模最大、最精确的国际广播数据库。依托庞大的行业资源,IBS从1982年起开始向普通公众开放信息服务,直接促成了《国际广播数据库》(RADIO DATABASE INTERNATIONAL)1984年版的问世。这本书出版后获得了广泛的好评。在后续版本中,该书内容不断充实、数据更加精确。从1988年起,《国际广播数据库》正式更名为“PASSPORT TO WORLD BAND RADIO”。如今,“PASSPORT TO WORLD BAND RADIO”年鉴已成为全世界发行量最大的短波广播出版物。

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