高管告诉Axios，美国最大的本地广播集团之一辛克莱正在Substack上推出一个以订阅为中心的全国新闻品牌，名为The National Press。
Sinclair, one of the nation's largest local broadcast groups, is launching a subscription-focused, national news brand on Substack called The National Press, executives told Axios.
为什么重要：对于这家家族控制的当地新闻巨头来说，这是一个巨大的赌注，因为它希望在电视屏幕以外的用户中建立信任和忠诚度。
Why it matters: It's a huge bet for the family-controlled local news giant as it looks to build trust and loyalty among users beyond the TV screen.
虽然辛克莱在过去十年中投资了大量数字产品，但“Substack是一个我们尚未解决的明显缺失领域，”辛克莱总裁兼首席执行官克里斯·里普利（Chris Ripley）告诉Axios。
While Sinclair has invested in a slew of digital products over the past decade, "Substack was a glaring sort of missing area that we hadn't addressed," Sinclair president and CEO Chris Ripley told Axios.
他说：“如果我们达到目标和期望，它很可能成为我们数字产品的核心部分。”
"It could very well be a core part of our digital offering, if we hit the targets and the expectations that we have," he said.
运作方式：国家媒体将使用辛克莱60个当地新闻编辑室约1，200名记者的报道来创建内容。
How it works: The National Press will use reporting from Sinclair's roughly 1,200 journalists across 60 local newsrooms to create content.
新企业将在Substack上推出免费和付费两种模式，并将在YouTube和其他社交媒体平台上分发视频和音频节目。
The new venture will launch with both free and paid tiers on Substack, and will distribute video and audio programming on YouTube and other social media platforms.
它将推出三个新的原创节目，包括由独立记者林赛·基思（Lyndsay Keith）主持的每日新闻节目，林赛·基思（Lyndsay Keith）此前曾在Newsmax上联合主持过一档节目。
It will feature three new original programs, including a daily news show anchored by Lyndsay Keith, an independent journalist who previously co-hosted a show on Newsmax.
付费用户可以访问无广告和扩展版本的节目，以及大量仅限ofr的内容和互动功能。
Paid users get access to ad-free and extended versions of shows, as well as a slew ofr-only content and interactive features.
阴谋：辛克莱没有建立业务本身，而是与New Media合作，新媒体是一家由The Free Press资深人士组成的初创公司，来建立新的产品。
The intrigue: Instead of building the operation itself, Sinclair is partnering with New Media, a startup from veterans of The Free Press, to build out the new offering.
新媒体帮助传统新闻编辑室建立订阅业务和数字节目，利用传统记者和数字创作者。
New Media helps legacy newsrooms build subscription businesses and digital programming, leveraging traditional journalists and digital creators.
跟随金钱：新媒体创始人亚历克斯·奇蒂（Alex Chitty）告诉Axios，辛克莱（Sinclair）每月向新媒体支付制作费，并从国家出版社（The National Press）的收入中获得分成。他说，收入分成使新媒体在国家新闻界的成功中获得了经济利益。
Follow the money: New Media will be paid a monthly production fee by Sinclair and also get a cut of The National Press' revenue, New Media founder Alex Chitty told Axios. The revenue share, he said, gives New Media a financial stake in The National Press' success.
他在接受里普利联合采访时表示：“只有合作伙伴成功，我们才能成功。”
"We only succeed if the partner succeeds," he said in a joint interview with Ripley.
里普利表示，收入增长将是辛克莱成功的首要指标，其次是增长。他拒绝透露具体目标。
Ripley said revenue growth will be Sinclair's top indicator of success, followed byr growth. He declined to discloser targets.
广告和赞助收入并不是国家出版社最初业务计划的一部分，尽管奇蒂表示可能会在稍后添加。
Advertising and sponsorship revenue isn't part of the initial business plan for The National Press, although Chitty said they could be added later.
注意：New Media将一些知名人士带入该项目，其中包括Vice联合创始人Shane Smith，他是New Media的投资者和The National Press合资企业的合伙人。
Of note: New Media is bringing some notable names to the project, including Vice co-founder Shane Smith, who serves as an investor in New Media and a partner in The National Press venture.
Bari Weiss联合创立的基于Substack的订阅新闻媒体The Free Press的几名记者也是New Media的一部分，其中包括前执行制片人兼主持人Raf Siewert。现实检验：这并不是辛克莱第一次尝试推出全国性数字新闻品牌。
Several journalists from The Free Press, the Substack-based subscription news outlet co-founded by Bari Weiss, are also part of New Media, including former executive producer and host Raf Siewert. Reality check: This isn't Sinclair's first attempt at launching a national, digital news brand.
该公司于2015年收购了移动新闻品牌Circa，并计划通过一系列新记者重新推出该网站。四年后它关闭了该业务。
The company acquired the mobile news brand Circa in 2015 with plans to relaunch the site with a slate of new journalist hires. It shuttered the operation four years later.
里普利承认Circa是一家“失败者”，但表示该公司喜欢从错误中吸取教训。
Ripley acknowledged that Circa was a "failure," but said the company likes to learn from its mistakes.
他表示，与Chitty和New Media的合作应该会“显着降低”这次的风险。
He said partnering with Chitty and New Media should "significantly mitigate" the risk this time around.
大局：新企业将考验辛克莱将当地电视台集团的信任转化为需要消费者直接投资的更广泛的全国品牌的能力。
The big picture: The new venture will test Sinclair's ability to translate the trust of its local station groups to a broader national brand that requires direct investment from consumers.
虽然大多数当地新闻消费者并不直接接触辛克莱品牌，但他们可能意识到对该公司存在保守派政治偏见的更广泛指控。
While most local news consumers don't engage with the Sinclair brand directly, they may be aware of broader accusations of conservative political bias against the company.
底线：当被问及他会对那些认为新企业只是一个右倾数字媒体的批评者说什么时，里普利说：“他们应该关注并自己判断。他承认辛克莱的“声誉可能会让人们相信其他东西”，但他认为其当地的新闻报道以社区为中心且公正。
The bottom line: Asked what he would say to critics who see the new venture as simply a right-leaning digital outlet, Ripley said "They should tune in and judge for themselves." He acknowledged Sinclair has "a reputation that may otherwise make people believe something else," but argued its local journalism is community-focused and unbiased.