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　　5.第一个现场音乐流

　　A major difference between the advent of the WorldWide Web and other mediums like the radio andtelevision is that the Web didn't rely on live feeds ofsound or video. Instead, the Web was essentially anupdate of the printing press. At first it was justtext, and as technology became more sophisticatedthe possibility for live video arose in 1993. So whatmusic superstar of 1993 played the first onlineconcert? Bjork? Counting Crows? Celine Dion?

　　万维网的到来和其他媒体如收音机、电视机最大的不同是，网站并不依赖于声音或者视频的现场直播。相反，网络基本上是一个不断更新的印刷出版社。起初它只是文本，然后随着技术越发高端，1993年出现了视频直播。那么是1993年的哪位巨星进行了第一场网络直播音乐会呢?比约克?数乌鸦合唱团?席琳迪翁?

　　Actually, it was a little-known band called Severe Tire Damage, who played live on the Internetfor the first time on June 24, 1993. STD was a rock band made up of computer technologistsfrom Digital Equipment Corp., Xerox, Apple, and Sun, giving them inside knowledge of atechnology called Multicast Backbone (M-bone). M-bone utilized voice and video and was usedby the Internet Engineering Task Force. At the time, not many people saw the concert andthey may not have received any recognition for their breakthrough, had it not been for TheRolling Stones. On November 22, 1994, the Stones were going to stream 20 minutes fromtheir concert in Dallas utilizing M-bone, and the record label was promoting it as the first rockband in cyberspace. Already well versed in M-bone, STD jumped on the same stream andplayed before and after the Rolling Stones, a move that garnered them recognition as the firstband to play live online.

　　事实上，是一个不太知名的乐队Severe Tire Damage于1993年6月24日进行了第一场网络直播演唱会。STD是一个由来自迪吉多电脑公司的几位计算机技术专家组成的摇滚乐队。施乐、苹果以及太阳公司给他们提供了内部知识，M-bone多址传播主干网。多址传播主干网利用声音和视频，并且为互联网工程任务组所使用。当时若不是因为滚石，并没有很多人去看那场音乐会，而且大概也都没有意识到他们的突破。1994年11月22日，滚石乐队打算利用多址传播主干网传送20分钟他们在达拉斯市的演唱会，唱片公司宣传说他们是网络空间的第一支乐队。已经十分精通多址传播主干网的STD乐队就跃入同一个音乐流，在滚石乐队前后进行演出，这使人们意识到他们才是第一支进行网上现场直播的乐队。

　　4.First Item Sold on eBay

　　4.eBay上卖的第一件物品

　　The "story" of eBay has become legendary, with its creation supposedly stemming from aprogrammer named Pierre Omidyar wanting to give his wife a platform to trade her Pezdispensers. Naturally, the legend is more interesting than the actual story.

　　易贝的故事已经成为一个传奇，据说它的创立来自于一位名为彼埃尔·奥米迪亚的程序员，他想给妻子提供一个交流Pez糖果盒的平台。自然，传说总是比真实的故事要有趣得多。

　　In 1995, Omidyar was thinking that the web might make for a great marketplace, specificallyutilizing an auction format for fair pricing on items. He launched the website AuctionWeb onSeptember 3, 1995. The first item to sell was a broken laser pointer, which went for $14.83.Confused by someone paying for that much for a defective item, Omidyar discovered the buyercollected broken laser pointers. Where Pez comes into the story is that, at the time Omidyarlaunched AuctionWeb, his future wife was big into Pez and traded a lot on AuctionWeb. Omidyarthought it was interesting that collectors were so passionate about ordinary items, obviouslynot realizing he was about to create a billion dollar empire on that very notion.

　　1995年，奥米迪亚想到利用公平定价拍卖物品的方式来运营网站可能会创造一个巨大的市场。1995年9月3月，拍卖网正式上线。在这个平台上销售的第一件商品是一支残破的激光笔，它的卖出价格是14.83美元。奥米迪亚对有人愿意买有缺陷的商品感到极为困惑，后来他发现这个买家在收集破损的激光笔。关于Pez糖果盒的故事是这样来的，那时奥米迪亚创立了拍卖网，他未来的妻子十分痴迷于Pez糖果盒，并且在拍卖网上购买了很多该物品。奥米迪亚觉得收藏家对普通物件如此痴迷是个很有趣的现象。显然，他当时并没有意识到他即将在基于此理念的基础上创造一个十亿美元的帝国。

　　3.First Book Sold on Amazon

　　3.亚马逊上卖的第一本书

　　Amazon.com got its start in 1995 when founder Jeff Bezos left his position as a vice presidentof a Wall Street firm. He moved to Seattle and began working on his website, which he originallycalled Cadabra. Bezos eventually changed it to Amazon in part because Cadabra sounded toomuch like cadaver, but more importantly because it started with an A, meaning it would be highup on lists ordered alphabetically.

　　1995年亚马逊网站成立，当时他的创立者杰夫·贝佐斯刚刚辞去华尔街一家公司副总裁的职位。随后他搬到了西雅图，致力于发展一个起初名为Cadabra的网站。由于在某种程度上Cadabra的发音和尸体很像，贝佐斯最终把网站更名为亚马逊。但是更重要的原因其实是由于"Amazon"的第一个字母是A，这意味着它在字母表搜索中会排到很靠前的位置。

　　Amazon originally launched as an online book retailer, and the first book sold in July of 1995was Fluid Concepts And Creative Analogies: Computer Models Of The Fundamental MechanismsOf Thought, by Douglas Hofstadter. A computer scientist named John Wainwright purchasedthe book, and to thank him for his business, Amazon named a building on their campus afterhim. Man, all they ever do for us is offer lousy recommendations on bad movies.

　　亚马逊最初是作为一个在线图书零售商在运营。1995年7月，这个网站卖出了第一本书，是道格拉斯·侯世达的《流体的概念和创意类比：计算机模型的基本机制的思路》，被一位名叫约翰·温莱特的电脑科学家购买。为了感谢温莱特对亚马逊公司的事业所做的贡献，公司在自己的校园内以他的名字命名了一栋建筑。相比起温莱特的待遇，这个网站为我们所做的就是推荐一些糟糕的影片而已。

　　2.First Downloadable Music

　　2.第一首可供下载的音乐

　　It's hard to say definitively what the first song on the Internet was, since no one really knewwhat relationship the web would have with music in the early 1990s. However, it's widelybelieved that the first people to put a song online were two guys named Jeff Patterson and RobLord. Sometime in early 1993, they uploaded some .MP2 audio files by a punk band that Lordplayed in called The Ugly Mugs to a file transfer protocol (FTP) portal.

　　很难说得清楚第一首网络歌曲是什么，因为在20世纪90年代早期没有人真的知道网络和音乐的关系会发展成如今这样。然而，人们普遍认为第一次将音乐放上网络的是两个叫杰夫·佩德森和罗伯·洛德的家伙。在1993年初的某一天，他们将一支名为"丑陋马克杯"的朋克乐队演奏的MP2音频文件上传到一个文件传输协议门户，洛德也是该乐队的一名成员。

　　The Ugly Mugs mostly played in Santa Cruz, but wanted to find a wider audience. Soon aftergetting their own music online, they started uploading other local bands, effectively creatingthe Internet Underground Music Archive (IUMA). Eventually, they had over 25,000 bands andartists, and over 680,000 songs. The first Internet single released by a major label happened alittle later in 1993, when Geffen Records released the single "Head First" by Aerosmith on theInternet in .WAV format.

　　"丑陋马克杯"乐队大部分是在美国加利福尼亚州圣克鲁斯表演，但是他们希望扩大自己的听众群体。在将自己乐队的音乐投放到网上之后，他们很快开始上传其它当地乐队的音乐，直接促成了因特网地下音乐档案网的创立。最终，这个网站已拥有超过2.5万乐队和艺术家，超过68万首音乐。在1993年后期，网络上第一次由唱片公司发布单曲，吉芬唱片公司将史密斯飞船乐队演奏的单曲"Head First"在网络上以音频文件的格式予以发布。

　　1.First Banner Ad

　　1.第一条横幅广告

　　They may be the bane of your online existence, but banner ads are essential in keeping theInternet humming along, providing revenue streams for all of those free websites you scrambleto delete from your browser history.

　　横幅广告可能是你网络上存在的隐患，但同时它们也在保持互联网的持续工作中发挥着至关重要的作用。那些你急于从浏览历史中删掉的免费网页，其收入来源正是由横幅广告所提供。

　　The origin of this basic staple of the Internet and e-commerce dates back to October 27, 1994. Joe McCambley, who ran a small digital advertising company, created the first banner adfor AT&T. The all-text ad – which said "Have you ever clicked your mouse here?" –appeared on Hotwired.com, the first digital magazine. When the user clicked on it, the link tookthem to a site where they could do a virtual tour of seven of the world's top museums. The ideawas to show that AT&T could take you anywhere on the Internet. It's hard to believe now,but people actually loved it. Amazingly, 44 percent of Hotwired's visitors clicked the ad, andsome even shared it with friends. Compare that to today, when only about 0.0004 percent ofwebsite visitors click on banner ads, and sending one to your friends is a good way to losethose friends. McCambley believes his ad was successful because it was part of a marketingstrategy, it was fun, and it wasn't made with bad intentions. Unlike those "discreetencounters" today's banner ads keep urging you to explore.

　　因特网和电子商务的这种主要关联起源要追溯到1994年10月27日。那时，乔·麦克坎贝尔所经营的小型数字广告公司，为美国电话电报公司制作了第一个横幅广告。这条由全文本组成的广告"你在这里点击过你的鼠标吗?"出现在"Hotwired.com"网站上，这是互联网的第一本电子杂志。当用户点击该广告时，链接会引导他们到一个网站，在这里他们可以在世界顶级的七大博物馆做一个虚拟漫游。而这个广告设计理念凸显了ATT公司可以带领用户在因特网游览任何一个地方。现在我们很难相信，但是当时人们真的很喜欢这条横幅广告。令人惊讶的是，当时44%的该网站访问者都会点击这个广告，有一些甚至还会分享给他们的朋友。相比之下，如今只有0.0004%的网页访问者会去点击横幅广告，而将广告分享给朋友不失为一个与朋友断绝关系的好办法。麦克坎贝尔认为他的这条广告很成功，这不仅是营销策略的一部分，而且还很有趣，也没有任何不良企图。如今的横幅广告则不再像过去那样抱持着谨慎的态度，而是不停催促你去加以探索。

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