The Hottest Trend in Publishing: Books You Can Judge by Their Covers 出版業最熱門趨勢：書籍包裝推陳出新

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2025/03/21 第529期 訂閱/退訂∣看歷史報份

紐時周報精選 The Hottest Trend in Publishing: Books You Can Judge by Their Covers 出版業最熱門趨勢：書籍包裝推陳出新 White House Public Relations Blitz Focuses on the Immigration Push 白宮發動大內宣 展現川普驅逐移民承諾

The Hottest Trend in Publishing: Books You Can Judge by Their Covers 出版業最熱門趨勢：書籍包裝推陳出新 文/Alexandra Alter 譯/周辰陽 出版業最熱門趨勢：書籍包裝推陳出新 Last year, a romance publisher took an expensive gamble on the latest novel by bestselling author Rebecca Yarros. 去年，一家羅曼史小說出版商在暢銷書作家蕾貝卡・亞洛斯的最新小說下了昂貴賭注。 To help the novel, "Fourth Wing," stand out in the crowded fantasy-romance genre, the publisher, Entangled, invested in a limited deluxe edition with a bold metallic cover and black sprayed edges featuring dragons. 為了協助這本小說「第四翼」在擁擠的奇幻羅曼史書類脫穎而出，出版商「Entangled」投資製作限量豪華版，擁有大膽的金屬封面與噴上黑漆的書邊，以龍作為主角。 It worked: All 115,000 copies of the deluxe edition sold out almost everywhere within a week. 這一招成功了：115000本豪華版一周內幾乎在所有地方全數售罄。 "My only regret is that I printed too few," said Liz Pelletier, Entangled's publisher. 發行人麗茲．佩勒捷說，「我唯一遺憾是印太少」。 When the next novel in the series, "Iron Flame," came out, Entangled was prepared, and printed 1 million copies of the deluxe edition. Once again, they quickly sold out. 當該系列下一本小說「鋼鐵烈焰」出版時，Entangled做好準備，印刷100萬本豪華版。再一次，很快銷售一空。 For the third book in the series, "Onyx Storm," which comes out in January, Entangled is printing 2 million copies of the deluxe edition, which has stenciled artwork and black and silver edges adorned with flying gold-and-black dragons, along with a smaller print run of 500,000 standard copies. More than 1 million "Onyx Storm" deluxe editions have already sold. After realizing there was an enormous appetite for special editions, Entangled has started giving the deluxe, sprayed-edge treatment to most of its books, Pelletier said. 針對1月出版的該系列第三本書「縞瑪瑙風暴」，Entangled正在印刷200萬本豪華版，採用模板藝術，以及裝飾有飛翔金黑色巨龍的黑色和銀色書邊，加上較少印量的50萬本標準版。超過100萬本「縞瑪瑙風暴」豪華版已售出。佩勒捷表示，意識到特別版存在龐大需求後，Entangled已開始為該公司的大多數書籍提供豪華噴漆書邊處理。 "Now, to not spray-paint the edges would send the wrong kind of signal, that a book is not worth collecting," she said. 她說，「現在，沒對書邊噴漆，就會送出錯誤訊息，也就是這是一本不值得收藏的書」。 After gaining popularity with romance and fantasy readers, heavily adorned editions have spread throughout the publishing industry. Publishers are investing in colorful patterned edges, metallic foil covers, reversible jackets, elaborate artwork on the endpapers, ribbon bookmarks and bonus content. 在羅曼史和奇幻小說讀者中大受歡迎後，裝飾華麗的版本已遍及出版業。出版商正在投資五顏六色的圖案書邊，金屬箔封面、雙書衣、扉頁上的精美繪畫、緞帶書籤與特典內容。 Deluxe editions have also proliferated because of TikTok, which has reshaped book publishing and marketing strategies. BookTok influencers can send a book skyrocketing up the bestseller list, and elaborately designed hardcovers lend themselves to organic viral marketing campaigns, since readers love to flaunt them to their followers. TikTok重塑圖書出版和行銷策略，也是豪華版大量湧現原因。BookTok網紅可以讓一本書一飛衝天，登上暢銷書排行榜，而精心設計的精裝書適合有機病毒式行銷活動，因為讀者喜歡向他們的跟隨者炫耀手上的書。 "People are really connecting with books as art and as objects that reflect who they are as a person," said Shannon DeVito, head of books at Barnes & Noble. "Books are the ultimate accessory." 邦諾書店圖書主管香農．德維托說，「人們真的與書連結，將其視為藝術，以及反映個人特質的物品」。她說，「書是最終的配飾」。 Publishers have found that fancy new packaging can extend the life cycle of a best seller. Fans will often buy a beloved book again in a bedazzled new package, and the spike in sales can get the title back on the best-seller list, which in turn draws in new readers. 出版商已發現，精緻的新包裝可延長一本暢銷書的壽命周期。書迷經常會再買一本擁有炫目新包裝的心愛書籍，而銷量激增可讓該書重回暢銷書排行榜，反過來又吸引新讀者。 White House Public Relations Blitz Focuses on the Immigration Push 白宮發動大內宣 展現川普驅逐移民承諾 文/Michael D. Shear, Brent McDo 譯/羅方妤 白宮發動大內宣 展現川普驅逐移民承諾 In a two-minute, 47-second video posted on the White House social media account, U.S. Marines in V-22 Ospreys land at the southern border in clouds of dust, then gather up their M4 rifles as the sun streams over President Donald Trump's partly finished border wall. 白宮社群媒體帳戶上發布的2分47秒影片中，搭載美軍陸戰隊員的V-22魚鷹式傾斜旋翼機降落在塵土飛揚的南部邊境，官兵拾起M4步槍，陽光照射在總統川普尚未完工的邊境圍牆上。 The goal of the video is unmistakable: to make sure Americans see, often in visceral ways, that Trump is making good on his pledge to seal the border and deport people he calls "illegal aliens." 影片的目標昭然若揭：確保美國人民看見，通常是以訴諸情緒的方式，感受到川普正在履行承諾，封鎖邊境並驅逐他口中的「非法外國人」。 The footage is part of an expansive public relations effort, coordinated by senior White House officials, to produce and distribute videos, photographs and other imagery showing predawn ICE raids, mug shots of migrants and deportation flights on military planes. 這段影片是廣泛公關行動的一部分。行動由資深白宮官員進行協調，製作和散播影片、照片和其他影像，展示美國移民及海關執法局拂曉前突襲、移民拍的嫌犯大頭照和軍機執行驅逐出境等行動。 Karoline Leavitt, the White House press secretary, said the Defense Department, the Department of Homeland Security and other agencies were providing material for the effort. 白宮發言人李維特表示，國防部、國土安全部和其他機構為這項行動提供素材。 In several threads on the social platform X over the past week, the White House has posted pictures of men identified as having been "ARRESTED" by immigration officials after being charged with or convicted of crimes including rape, murder and kidnapping. The photos of the men, along with their names, were formatted to look like wanted posters from the Old West, with the official White House logo at the bottom. 社群媒體平台X過去一周多則帖子中，白宮發布數張被認定為已遭移民官員逮捕的男子照片，他們被指控或宣判犯下包括性侵、謀殺和綁架罪名。這些男子的照片附有他們的名字，被排版成像是舊西部的懸賞通緝犯海報，底部有白宮官方標誌。 Left out of the public relations effort are details about the roundups. Immigration officials have said that 7,400 people were arrested in the first nine days of Trump's second term. But they have released few details about who those people are, what they had been charged with or where they are being deported to — making it difficult to determine whether the pace of arrests is higher than in previous administrations. 這場宣傳行動沒有提及圍捕行動的細節。移民官員表示，川普第二任的前9天，已有7400人被捕。但他們幾乎沒有公布這些人是誰、被指控什麼樣的罪名，及將被遣送至何處等細節，因此難以確定逮捕速度是否比前幾屆政府更快。 A centerpiece of the public relations effort has been the White House's decision to feature the military's role in the crackdown. 這場公關行動的宗旨，是白宮決定凸顯軍方在鎮壓行動中扮演的角色。 On Trump's first day in office, he assigned the U.S. Northern Command to "seal the borders and maintain the sovereignty, territorial integrity, and security of the United States by repelling forms of invasion including unlawful mass migration." He also ordered the deployment of "sufficient personnel along the southern border of the United States to ensure complete operational control." 川普就職首日，就指示美國北方司令部「封鎖邊境，並擊退包括非法大規模移民等各種形式入侵，以維護美國主權、領土完整和安全」。他也下令，「在美國南部邊境部署充足人員，確保完整運作控制」。 Within days, more than 500 troops were en route to the border with Mexico, their arrival captured by DHS and Defense Department photographers and videographers. 幾天之內，超過500名官兵前往與墨西哥接壤邊境，國土安全部和國防部攝影師和攝像師，拍攝他們抵達邊境的場景。

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