TikTok重塑美国的烹饪书籍(中)

TikTok创作者得到了明星电视主持人才可能会得到的预付款--"肯定在六位数左右，甚至超过六位数"。

双语精读

Mr. Hollis is far from the first amateur cook to snag a major book deal.

霍利斯绝不是第一个拿到大额图书合约的业余厨师。

The Internet long ago democratized the notion of who can be an author, and publishers have sought to translate online followings -- from food blogs in the 1990s and 2000s to Instagram accounts in the 2010s -- into cookbook success.

很久以前，互联网就让"谁可以成为作家"的观念变得民主化，出版商也力求将线上粉丝--从1990年代和21世纪初的美食博客，到2010年代的Instagram账户--转化为畅销的烹饪书。

"But nothing has converted quite as well as TikTok to actual sales," said Kristen McLean, an analyst at Circana.

Circana的分析师克里斯汀·麦克莱恩说："但没有什么比TikTok能更好地转化为实际销量了。"

Soon after the cookbook author Deb Perelman, 47, started the Smitten Kitchen blog in 2006, she received offers for short, quick-turnaround cookbooks for foods like holiday cookies.

2006年，47岁的烹饪书作者黛布·佩尔曼开了"迷人的厨房"博客，不久之后，她就收到了邀约，让她写一些篇幅短、交稿快的烹饪书，教人们做节日饼干等食物。

"With TikTok people, I see them writing real, 300-page hard-core serious cookbooks," she said. "That, to me, is showing that the publishing industry realizes what they have in front of them."

"而TikTok的这些人，我看到他们在写真正的、长达300页的硬核严肃烹饪书。"她说，"对我来说，这表明出版业意识到了他们面前的机会。"

And publishers are ponying up. TikTok creators are receiving the kind of advances that celebrity television hosts might get -- "definitely in the high six- or even over six-figure range," said Anthony Mattero, an agent at Creative Artists Agency who represents several TikTok creators.

出版商也在掏腰包。创作艺术家经纪公司的经纪人安东尼·马特罗代理了几位TikTok创作者，他说TikTok创作者得到了明星电视主持人才可能会得到的预付款--"肯定在六位数左右，甚至超过六位数"。

"TikTok is the greatest selling machine right now," said Nadia Caterina Munno, 40, who parlayed her TikTok audience of 3.1 million followers into a deal for a cookbook, "The Pasta Queen."

"TikTok是目前最强的销售机器，"40岁的纳迪亚·卡特琳娜·木诺说，她利用自己的310万TikTok粉丝得到了烹饪书《意大利面女王》的合约。

Released last November, it debuted at No.5 on The New York Times "Advice, How-to and Miscellaneous" list. (She and the others interviewed for this article declined to share the exact amounts of their book deals.)

这本书在去年11月发行，并在《纽约时报》的"建议、指南和其他"榜单上排名第五。(她和本文采访的其他人拒绝透露图书合约的确切金额。)

Ms. Munno's TikTok career took off with a video she posted in 2020 criticizing another creator's attempt at lasagna. Now, she said, "I am making more money than my husband. I am the breadwinner."

木诺的TikTok账号随着她在2020年发布的一段视频而爆火，视频中她批评了另一位创作者的千层面做法。她说，现在"我赚的钱比我丈夫还多。我现在是养家的人"。

Beyond the money, publishing a cookbook carries prestige -- even for people who are already stars online.

除了钱，出版烹饪书也会带来声望，即使对那些已经成为网络明星的人来说也是如此。

"It was such an honor to do a book," said Jenny Martinez, 49, a Los Angeles mother of four who used to sell forklifts and now runs a TikTok account with 3.5 million followers; her cookbook, "My Mexican Mesa, y Listo!" will be released in April. A cookbook is "another level, and such an accomplishment for a publisher to believe in me."

"出书是一种莫大的荣誉，"49岁的珍妮·马丁内斯是来自洛杉矶的四个孩子的母亲，她之前是叉车销售，现在经营着一个TikTok账号，有350万粉丝。她的烹饪书《我的墨西哥餐桌，准备好了！》将于4月份发行。烹饪书是"另一个层次，是一种成就，表示出版商对我的信任"。

But having millions of followers doesn't guarantee a blockbuster book, said Mike Sanders, the vice president and publisher of DK United States, which recently created a division devoted to books by online personalities.

DK美国公司副总裁兼出版人迈克·桑德斯说，拥有百万粉丝并不能保证书一定会畅销。该公司最近成立了一个专门面向网红图书的部门。

Mr. Sanders spends time reading online comments, "just looking at the connection that the TikToker or social media creators have with the fans that might enable them to break through the noise," he said.

桑德斯花很多时间阅读网上评论，他说"就是看看TikTok或其他社交媒体创作者与粉丝之间的联系，这种联系可能会让他们脱颖而出"。

The comments on Mr. Hollis's videos convinced Mr. Sanders that "Baking Yesteryear" would sell. In just the past two years, DK United States, a division of Penguin Random House, has published six New York Times best-selling cookbooks by authors popular on TikTok.

对霍利斯的视频的评论让桑德斯相信，《旧日烘焙》一定会大卖。仅在过去两年里，企鹅兰登书屋的子公司DK美国就出版了六本《纽约时报》畅销烹饪书，这些书的作者都在TikTok上很受欢迎。

词汇预习

• creator [高考]

  美[kriˈeɪtər] | 英[kriˈeɪtə(r)]

  n. 创造者；[计]创建者 n. 上帝

• enable [高考]

  美[ɪˈneɪbl] | 英[ɪˈneɪbl]

  vt. 使能够；使可能

• celebrity [高考]

  美[səˈlebrəti] | 英[səˈlebrəti]

  n. 名人；名誉；社会名流

• publisher [高考]

  美[ˈpʌblɪʃər] | 英[ˈpʌblɪʃə(r)]

  n. 出版者；出版社；发行人

• definitely [高考]

  美[ˈdefɪnətli] | 英[ˈdefɪnətli]

  adv. 肯定地；当然地；明确地

• core [高考]

  美[kɔːr] | 英[kɔː(r)]

  n. 核心, 精髓, （水果的）果心, （物体的）中心部分 adj. 最重要的, 主要的, 基本的, 核心（信念、价值、原则等） v. 去掉（水果）的果心, 去（水果）的核儿

• accomplishment [高考]

  美[əˈkɑːmplɪʃmənt] | 英[əˈkʌmplɪʃmənt]

  n. 成就；完成

• analyst [高考]

  美[ˈænəlɪst] | 英[ˈænəlɪst]

  n. 分析家

• media [高考]

  美[ˈmiːdiə] | 英[ˈmiːdiə]

  n. 传播媒介；(medium的复数)媒体；新闻媒介

• figure [高考]

  美[ˈfɪɡjər] | 英[ˈfɪɡə(r)]

  n. 图形；人物；身材；体形 v. 认为；是重要部分；是…的部分；计算（数量或成本）

• range [高考]

  美[reɪndʒ] | 英[reɪndʒ]

  n.范围; 射程; 类别; （山脉，房屋等的）排列 vi.搜索; 变化; 延伸; 漫游 vt.排列; （按一定位置或顺序）排序; 把…分类; 徘徊 adj.牧场的，放牧区的

• guarantee [高考]

  美[ˌɡærənˈtiː] | 英[ˌɡærənˈtiː]

  n. 保证；保证书；担保；担保人；抵押品 vt. 保证；担保

• Ms. [高考]

  美[mɪz] | 英[mɪz]

  n. 女士，小姐

• actual [高考]

  美[ˈæktʃuəl] | 英[ˈæktʃuəl]

  adj. 实际的；事实上的

• division [高考]

  美[dɪˈvɪʒn] | 英[dɪˈvɪʒn]

  n. 划分；除法；部门；分开；师（军队）

• amateur [高考]

  美[ˈæmətər] | 英[ˈæmətə(r)]

  n. 外行；业余爱好者 adj. 业余（爱好者）的

• vice [高考]

  美[vaɪs] | 英[vaɪs]

  n. 缺点，恶习；堕落，邪恶；罪行；老虎钳 v. 握住；钳紧 adj. 副的；代替的，代理的 prep.代替

• notion [高考]

  美[ˈnoʊʃn] | 英[ˈnəʊʃn]

  n. 观念；概念；想法；主张

• would [高考]

  美[wʊd , wəd] | 英[wʊd , wəd]

  aux. 将；可能；大概；总会；愿意；will的过去式

• accomplishment [四级]

  美[əˈkɑːmplɪʃmənt] | 英[əˈkʌmplɪʃmənt]

  n. 成就；完成

• break through [四级]

  美[brek θru] | 英[breik θru:]

  突破； 突围

• for short [四级]

  美[fɔːr ʃɔːrt] | 英[fɔː ʃɔːt]

  简称； 缩写

• best-selling [四级]

  美[best ˈselɪŋ] | 英[best ˈselɪŋ]

  adj. 畅销的

• prestige [六级]

  美[preˈstiːʒ] | 英[preˈstiːʒ]

  adj. 有威信的；名贵的

• kind of [六级]

  美[kaɪnd ʌv] | 英[kaind ɔv]

  adv. 有点儿

• snag [专八]

  美[snæɡ] | 英[snæɡ]

  n.小困难或障碍；突出物；钩丝 vt.戳坏；抓住；清除暗桩 vi.妨碍；被戳坏

重点讲解

Mr. Hollis is far from the first amateur cook to snag a major book deal.

霍利斯绝不是第一个拿到大额图书合约的业余厨师。

translate   v.

1. 翻译

【例】to translate from English into Chinese 英译汉

2. 转化；转变

【例】to translate words into action 把语言转化为行动

【近义词】convert  v. 转化；转变

【例】to convert defeat into victory/Let sorrow convert to joy.

 转败为胜/让我们化悲为喜。

The Internet long ago democratized the notion of who can be an author, and publishers have sought to translate online followings -- from food blogs in the 1990s and 2000s to Instagram accounts in the 2010s -- into cookbook success.

很久以前，互联网就让"谁可以成为作家"的观念变得民主化，出版商也力求将线上粉丝--从1990年代和21世纪初的美食博客，到2010年代的Instagram账户--转化为畅销的烹饪书。

translate   v.

1. 翻译

【例】to translate from English into Chinese 英译汉

2. 转化；转变

【例】to translate words into action 把语言转化为行动

【近义词】convert  v. 转化；转变

【例】to convert defeat into victory/Let sorrow convert to joy.

 转败为胜/让我们化悲为喜。

"But nothing has converted quite as well as TikTok to actual sales," said Kristen McLean, an analyst at Circana.

Circana的分析师克里斯汀·麦克莱恩说："但没有什么比TikTok能更好地转化为实际销量了。"

translate   v.

1. 翻译

【例】to translate from English into Chinese 英译汉

2. 转化；转变

【例】to translate words into action 把语言转化为行动

【近义词】convert  v. 转化；转变

【例】to convert defeat into victory/Let sorrow convert to joy.

 转败为胜/让我们化悲为喜。

Soon after the cookbook author Deb Perelman, 47, started the Smitten Kitchen blog in 2006, she received offers for short, quick-turnaround cookbooks for foods like holiday cookies.

2006年，47岁的烹饪书作者黛布·佩尔曼开了"迷人的厨房"博客，不久之后，她就收到了邀约，让她写一些篇幅短、交稿快的烹饪书，教人们做节日饼干等食物。

turnaround  n.

1. （接活到交活之间的）期限

【例】24-hour turnaround time on most orders 大多数订单24小时可交货

2. 好转；有起色

【例】a turnaround in the economy 经济好转

hard-core   adj.

1. 硬核的；最纯粹的；最根本的

【例】a room decorated in hard-core French style 纯正法式装潢的房间

2. 意志坚定的；不改变的

【例】hard-core fans/Republicans  死忠粉/坚定的共和党人

【近义词】diehard  adj. 固执的；拒绝改变的

"With TikTok people, I see them writing real, 300-page hard-core serious cookbooks," she said. "That, to me, is showing that the publishing industry realizes what they have in front of them."

"而TikTok的这些人，我看到他们在写真正的、长达300页的硬核严肃烹饪书。"她说，"对我来说，这表明出版业意识到了他们面前的机会。"

turnaround  n.

1. （接活到交活之间的）期限

【例】24-hour turnaround time on most orders 大多数订单24小时可交货

2. 好转；有起色

【例】a turnaround in the economy 经济好转

hard-core   adj.

1. 硬核的；最纯粹的；最根本的

【例】a room decorated in hard-core French style 纯正法式装潢的房间

2. 意志坚定的；不改变的

【例】hard-core fans/Republicans  死忠粉/坚定的共和党人

【近义词】diehard  adj. 固执的；拒绝改变的

And publishers are ponying up. TikTok creators are receiving the kind of advances that celebrity television hosts might get -- "definitely in the high six- or even over six-figure range," said Anthony Mattero, an agent at Creative Artists Agency who represents several TikTok creators.

出版商也在掏腰包。创作艺术家经纪公司的经纪人安东尼·马特罗代理了几位TikTok创作者，他说TikTok创作者得到了明星电视主持人才可能会得到的预付款--"肯定在六位数左右，甚至超过六位数"。

advance   n.

1. 前进；进步

【例】recent advances in medical science 医学方面的最新进展

2. 预付款

【例】She asked for an advance on her salary. 

她要求预支工资。

【搭配】in advance  预先；提前

【例】to book the ticket in advance 预先订票

parlay sth into  成功地利用某物；使某物增值

【例】She hopes to parlay her success as a model into an acting career. 

她希望把自己在模特行业的成功作为跳板，进入演艺圈。

【近义词】leverage  v. 充分利用

"TikTok is the greatest selling machine right now," said Nadia Caterina Munno, 40, who parlayed her TikTok audience of 3.1 million followers into a deal for a cookbook, "The Pasta Queen."

"TikTok是目前最强的销售机器，"40岁的纳迪亚·卡特琳娜·木诺说，她利用自己的310万TikTok粉丝得到了烹饪书《意大利面女王》的合约。

advance   n.

1. 前进；进步

【例】recent advances in medical science 医学方面的最新进展

2. 预付款

【例】She asked for an advance on her salary. 

她要求预支工资。

【搭配】in advance  预先；提前

【例】to book the ticket in advance 预先订票

parlay sth into  成功地利用某物；使某物增值

【例】She hopes to parlay her success as a model into an acting career. 

她希望把自己在模特行业的成功作为跳板，进入演艺圈。

【近义词】leverage  v. 充分利用

Released last November, it debuted at No.5 on The New York Times "Advice, How-to and Miscellaneous" list. (She and the others interviewed for this article declined to share the exact amounts of their book deals.)

这本书在去年11月发行，并在《纽约时报》的"建议、指南和其他"榜单上排名第五。(她和本文采访的其他人拒绝透露图书合约的确切金额。)

how-to  n. 指南；指导

【例】Visit our website for free how-tos and tutorials. 

可访问网站，获取免费指南和教程。

【拓展】know-how  n. 专业知识；技术

【例】We supply the equipment and know-how to do the job, while investors supply about $2 million and the industrial land.

我们提供设备和技术，投资者提供约200万美元的资金和工业用地。

take off

1. 起飞

【例】The plane took off an hour late. 

飞机起飞晚了一个小时。

【反义词】land  v. 降落

2. 突然受欢迎；迅速流行

【例】Her singing career had just begun to take off.

她的歌唱事业刚开始起飞。

Ms. Munno's TikTok career took off with a video she posted in 2020 criticizing another creator's attempt at lasagna. Now, she said, "I am making more money than my husband. I am the breadwinner."

木诺的TikTok账号随着她在2020年发布的一段视频而爆火，视频中她批评了另一位创作者的千层面做法。她说，现在"我赚的钱比我丈夫还多。我现在是养家的人"。

how-to  n. 指南；指导

【例】Visit our website for free how-tos and tutorials. 

可访问网站，获取免费指南和教程。

【拓展】know-how  n. 专业知识；技术

【例】We supply the equipment and know-how to do the job, while investors supply about $2 million and the industrial land.

我们提供设备和技术，投资者提供约200万美元的资金和工业用地。

take off

1. 起飞

【例】The plane took off an hour late. 

飞机起飞晚了一个小时。

【反义词】land  v. 降落

2. 突然受欢迎；迅速流行

【例】Her singing career had just begun to take off.

她的歌唱事业刚开始起飞。

Beyond the money, publishing a cookbook carries prestige -- even for people who are already stars online.

除了钱，出版烹饪书也会带来声望，即使对那些已经成为网络明星的人来说也是如此。

account   n.

1. 账户

【例】bank account/e-mail account  银行账户/电子邮件账号

2. （财务）账目

【例】to do the accounts/the account department 记账/会计部门

3. 赊欠账

【例】Put it on my account.

记在我的账上。

4. 描述；叙述

【例】give an account of the accident 叙述了事故中发生了什么

"It was such an honor to do a book," said Jenny Martinez, 49, a Los Angeles mother of four who used to sell forklifts and now runs a TikTok account with 3.5 million followers; her cookbook, "My Mexican Mesa, y Listo!" will be released in April. A cookbook is "another level, and such an accomplishment for a publisher to believe in me."

"出书是一种莫大的荣誉，"49岁的珍妮·马丁内斯是来自洛杉矶的四个孩子的母亲，她之前是叉车销售，现在经营着一个TikTok账号，有350万粉丝。她的烹饪书《我的墨西哥餐桌，准备好了！》将于4月份发行。烹饪书是"另一个层次，是一种成就，表示出版商对我的信任"。

account   n.

1. 账户

【例】bank account/e-mail account  银行账户/电子邮件账号

2. （财务）账目

【例】to do the accounts/the account department 记账/会计部门

3. 赊欠账

【例】Put it on my account.

记在我的账上。

4. 描述；叙述

【例】give an account of the accident 叙述了事故中发生了什么

But having millions of followers doesn't guarantee a blockbuster book, said Mike Sanders, the vice president and publisher of DK United States, which recently created a division devoted to books by online personalities.

DK美国公司副总裁兼出版人迈克·桑德斯说，拥有百万粉丝并不能保证书一定会畅销。该公司最近成立了一个专门面向网红图书的部门。

devote sth to...  把某事物用于……

【例】The newspaper devotes two pages to comics. 

报纸用两页版面刊登连环漫画。

【拓展】devote/dedicate oneself to... 投身于……

break through

1. 取得突破

【例】Scientists think they are beginning to break through in the fight against cancer.

科学家认为他们在对抗癌症的研究中开始有所突破。

【拓展】breakthrough  n. 突破

2. 穿破；冲破

【例】break through the clouds/barriers  冲破云层/克服障碍

Mr. Sanders spends time reading online comments, "just looking at the connection that the TikToker or social media creators have with the fans that might enable them to break through the noise," he said.

桑德斯花很多时间阅读网上评论，他说"就是看看TikTok或其他社交媒体创作者与粉丝之间的联系，这种联系可能会让他们脱颖而出"。

devote sth to...  把某事物用于……

【例】The newspaper devotes two pages to comics. 

报纸用两页版面刊登连环漫画。

【拓展】devote/dedicate oneself to... 投身于……

break through

1. 取得突破

【例】Scientists think they are beginning to break through in the fight against cancer.

科学家认为他们在对抗癌症的研究中开始有所突破。

【拓展】breakthrough  n. 突破

2. 穿破；冲破

【例】break through the clouds/barriers  冲破云层/克服障碍

The comments**** on**** Mr****.**** Hollis****'s videos**** convinced Mr****.**** Sanders that**** "Baking Yesteryear****"**** would sell****.**** In**** just**** the past**** two years,**** DK**** United**** States****,**** a division**** of**** Penguin Random**** House,**** has published six New York**** Times best****-selling cookbooks by**** authors popular on**** TikTok****.****

对霍利斯的视频的评论让桑德斯相信，《旧日烘焙》一定会大卖。仅在过去两年里，企鹅兰登书屋的子公司DK美国就出版了六本《纽约时报》畅销烹饪书，这些书的作者都在TikTok上很受欢迎。

课后练习

• How do publishers make use of the Internet?

  A. They search the Internet for experienced authors.

  B. They invite readers to post book reviews.

  C. They put online advertisements for books.

  D. They ask online celebrities to write books.

• Which of the following is true about TikTok creators?

  A. They are asked to produce simple and short cookbooks.

  B. They can earn a great amount of money from book deals.

  C. They are paid less than celebrity television hosts.

  D. They face fierce competition to get a book deal.

• What does Jenny Martinez think about publishing a cookbook?

  A. Writing a cookbook can be stressful.

  B. Publishing a cookbook attracts more fans.

  C. Being an author is a great achievement.

  D. The success of her book enhances her confidence.

• According to Mike Sanders, a book’s success relies on ____.

  A. the number of fans

  B. the marketing strategy

  C. the connection between fans and creators

  D. fans’ willingness to recommend cookbooks