????眼下，傳媒圈正在熱議企業家喬納?佩雷蒂，人們聊的不僅僅是他最新創立的網站BuzzFeed。這位《赫芬頓郵報》( The Huffington Post )聯合創始人因探索信息的在線傳播方式而聲名鵲起。他把一種學術興趣轉化為一系列盈利前景可觀的企業，進而促使業內人士反思分銷內容，尤其是在線分銷內容的方式。

????這段對話的靈感源自今年我在紐約舉行的美國雜志媒體大會(American Magazine Media Conference)上對佩雷蒂的采訪。下面是這次對話的精華部分。

????蘇安迪：到現在為止，大家都知道BuzzFeed是一家怎樣的網站，或者至少訪問過這家網站。那么，在你的心目中，BuzzFeed究竟是什么？

????佩雷蒂：我想我瀏覽BuzzFeed的角度或許跟許多讀者不大一樣。我主要思考的是，思想如何傳播，信息如何傳播，為什么有時候你真正引以為傲、費心費力創造的東西卻無人關注，倒是一些你抱著“玩票”心態，順手做的東西卻無心插柳柳成蔭，獲得共享，四處傳播，還產生了巨大的影響。所以，我把BuzzFeed看成這樣一個平臺，它能夠讓我們理解人們如何分享、擴散娛樂內容、新聞和品牌內容，也就是我們在我們創建的這個平臺上擴散的所有這些不同類型的內容。

????創建伊始，我們真的就是一家實驗室，嘗試著了解這樣做是否行得通。現在，我們是一支具有奉獻精神的團隊，我們的編輯、記者和用戶正在這個網站上創造供整個互聯網分享的娛樂內容。

????你打算引領BuzzFeed走向何方？你并沒有把這家網站本身定性為一家新聞企業。它最類似于傳統媒體世界的哪一家媒體？

????我認為，某些互聯網公司確實可以跟某家傳統實體進行比較。比方說，現實世界有各種拍賣活動，現在eBay把拍賣活動轉移到了網上。再比如，人們經常去傳統的商場購物，亞馬遜(Amazon)就是一家在線商場。實際上，我們經常說《赫芬頓郵報》就是一家“互聯網報紙”。這家網站與紙質版報紙具有一定的可比性。

????People in the media industry are buzzing about entrepreneur Jonah Peretti, and it's not just his latest venture, BuzzFeed, that has them talking. The Huffington Post co-founder has made a name for himself exploring the ways information spreads online, turning an academic interest into a highly lucrative series of businesses that are prompting people in the media industry to rethink the way they distribute content—especially online.

????The inspiration for this conversation came from an interview of Peretti that I conducted at this year's American Magazine Media Conference in New York. Here are the highlights.

????Serwer: By now, everybody knows what BuzzFeed is, or at least has been to the website. What exactly, to your mind, is BuzzFeed?

????Peretti: I think I maybe see BuzzFeed differently than a lot of our readers see it. I think a lot about how ideas spread, how information spreads, why is it that something you're really proud of and you spend a lot of time creating sometimes doesn't go anywhere, and something that you kind of do on the side, on a lark, ends up getting shared and passed around and having this big impact. And so I think of BuzzFeed as this platform that enables us to understand how people are sharing and distributing things like entertainment content, journalism, branded content, all these various types of content that we distribute on this platform that we built.

????When we started, we really were a laboratory trying to understand how this stuff works. Now, we're a team of really dedicated editors and reporters and people creating entertainment to distribute across the web on our site.

????Where do you want to take BuzzFeed? You don't characterize it as a journalistic enterprise per se. What is it most analogous to in the traditional media world?

????I think that there are certain companies that, on the web, you can compare to a traditional entity. So you can look at eBay and say there were auctions in the real world, and now there are auctions online. Or you can look at Amazon and you can say there were stores that people go to, and now there are online stores. In fact, at The Huffington Post, we talked about the "Internet newspaper." It was kind of comparing the site to a [printed] newspaper.