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翻译：小狐
提起“福布斯”，我们马上想到的也许是富豪榜和名人榜。但你知道是谁为《福布斯》带来这个惊人的创意，让这本杂志走出低谷，成为全球首屈一指的财经杂志吗？让我们和史蒂夫·福布斯一起体验他父亲的传奇一生吧。
1
Malcolm Forbes grew up in the upper middle-class community of Englewood, New Jersey. He was born on August 19th, 1919, the third son of Birtie Charles Forbes and his wife, Adelaide Stevenson.
Steve Forbes: I think my father really was a wonderful combination of the best characteristics of both his father and his mother. His father was very hard-driving, came to this country almost penniless, and he succeeded. He was very 1)disciplined. My grandmother, by contrast, was very outgoing, she enjoyed being around people, very 2)vivacious, was always the life of the party…
Malcolm’s father, Bertie, had been born in Scotland and came to New York to pursue a career as a business journalist. By the time he married Adelaide, Bertie Charles, or B.C. as he was called, was a widely read business 3)columnist known for his resourcefulness at getting information. B.C., not one to waste time or information, realized that he had enough of both to start his own publication. When the 4)premier issue of Forbes hit the 5)newsstands on September 15th, 1917, it was the first business magazine in the country and an immediate success. The tireless B.C. also continued writing as a 6)freelance journalist, and this constant work helped the family survive 7)the Depression.
2
As a young boy, Malcolm had no intention of joining the family business. From an early age, he had set his sights considerably higher. He wanted to be President of The United States.
The road to the presidency was longer and harder than Malcolm had expected. At age 38, he was an ex-newspaper editor, ex-magazine publisher, and two-time failed 8)gubernatorial 9)candidate. With nowhere else to go, he returned to Forbes to try to invent a future for himself there.
Though Malcolm had abandoned his political career, he still had a major 10)distraction outside the magazine. He was the father of five children and, in typical 50s?fashion, it was Malcolm, the dad, who was the 11)disciplinarian, but one who was always willing to listen to his children.
Steve Forbes: My father was a very strong man, had very strong opinions, but, remarkably, he maintained an open mind. And I remember growing up, we would want something and he would say, “No, that’s crazy.”But if he sensed that it meant a lot to you, that you’d thought the thing through, that your heart was set on it, he would say, “OK, I’ll go along with it.”
3
Malcolm Forbes was now king of his company. But being ruler of a magazine that few people read, did not interest Malcolm. He now concentrated his efforts on getting Forbes known throughout the land.
Malcolm was pushing the editorial side to be as 12)audacious as the advertising. The magazine still focused on personalities in business, but now every story had to have a strong point of view, and, if Forbes didn’t have an 13)exclusive on a story, they didn’t run it.
Malcolm began his most famous collection when he decided to buy his wife, Roberta, a little present, just a small Easter Egg, made by Faberg? the famed jeweler to the 14)tsar of Russia. In time, Malcolm would come to own 12 eggs, two more than the Kremlin, spending over one million for his last one. And, when Malcolm spent money, Forbes benefited.
Editor A: I think he thought all the publicity, all the games, all the tricks and everything was just making Forbes more successful.
Malcolm would go on spending money and showing the world that having fun could be profitable. And at age 60, Malcolm was far from retiring. In fact, he was just 15)revving up.
Editor B: The fact that he was such a public personality and that his public personality so much matched the way that, the tone of the magazine, they 16)reinforced one another. The Malcolm image reinforced Forbes; Forbes reinforced the Malcolm image.
4
In 1979, Malcolm’s refusal to give in to negative thinking was put to the test. He was 17)diagnosed with a rare and often 18)fatal form of 19)bladder cancer, similar to the disease that had killed his brother, Bruce. Though the illness slowed him, it did not stop Malcolm. As much as possible, he continued working and traveling. Malcolm endured two years of painful treatment, but, in the end, he beat the disease.
Once Malcolm was free of cancer, he kept going strong. In June of 1981, he came up with what would be one of his most effective ideas for the magazine ?the Rich List. This would be a 20)compilation of the 400 richest people in America. Malcolm’s editorial staff resisted the idea at first, sure that it would be impossible to gather a 21)credible list. But that didn’t worry Malcolm.
Editor A: Many of the people were highly offended that somebody would publish the source of their wealth or the size of it. But I can tell you, within a very few years, if Forbes didn’t contact them to find out exactly how much they were worth, they were very upset. Very upset. They weren’t going to lose that 22)distinction.
Malcolm himself had to be persuaded to include his own name on the list. He didn’t want his financial status made public. Finally he agreed to place it at the bottom of the list with no dollar value next to it.
5
In 1989, Malcolm celebrated his 70th birthday by bringing 800 of his closest friends and press contacts to his palace in Morocco. The party in Morocco would be Malcolm’s last public 23)hurrah.
Steve Forbes: I think my father will be remembered not so much for specific business decisions or specific things he did with the balloons and with motorcycles and growing the business or raising a large family, but the spirit with which he approached life.
Before he died, Malcolm penned his own 24)epitaph ?one that 25)succinctly and perfectly summed up his life: Malcolm Forbes, while alive, he lived.
1
马尔科姆·福布斯在新泽西州英格伍德市的中上层社会长大。他出生于1919年8月19日，是伯尔蒂·查尔斯·福布斯与其妻子阿德莱德·史蒂文森的第三个儿子。
史蒂夫·福布斯：我认为我父亲确实很好地综合了他双亲性格的优点。他的父亲作风强硬，几乎身无分文地来到这个国家，然后白手起家。他是个严于律己的人。而我的祖母则刚好相反，她非常外向，喜欢与人相处，开朗活泼，永远是社交活动的明星。
马尔科姆的父亲伯尔蒂出生于苏格兰，他来到纽约开始自己的财经记者生涯。当他与阿德莱德结婚时，伯尔蒂·查尔斯，或者B.C.——按人们的习惯叫法——已经是一位拥有广泛读者群的财经专栏作家，以其足智多谋的智慧挖掘资源而出名。B.C.不想浪费自己的时间和资源，他意识到自己已经拥有足够的时间和资源，完全可以开创自己的出版事业了。1917年9月15日，首期《福布斯》杂志出现在报刊亭上，成为全美第一份财经类杂志，迅速取得巨大成功。不知疲倦的B.C.以自由记者的身份继续写作，他毫不间断地工作，帮助他的家庭平稳度过了大萧条时期。
2
马尔科姆小时候并没打算投身家族事业。小小年纪的他便志存高远——梦想成为美国总统。
然而总统之路比马尔科姆想象中更加漫长艰辛。到了38岁，他做过报纸编辑、杂志发行人，还是一个两次竞选失败的州长候选人。在无路可走的情况下，他回到了《福布斯》杂志，希望在那里开创自己的事业。
虽然马尔科姆放弃了他的政治事业，杂志之外仍然有其它事情让他分心。他有五个孩子，并且拥有五十年代典型的处事方式，也就是马尔科姆这个父亲要负责管教孩子，但他总愿意聆听孩子们的心声。
史蒂夫·福布斯：我父亲是个非常倔强的人，相当坚持己见，但令人敬佩的是，他思想开明。我记得我们还没长大的时候，如果我们想要什么东西，他会说：“不行，那简直是疯了。”但是如果他觉得那对你确实很重要，你也经过了深思熟虑，而且你真的非常想要，他便会说：“好吧，我同意了。”
3
马尔科姆现在是公司的统治者了。但马尔科姆可没兴趣当一本乏人问津的杂志的统治者。现在，他集中精力，要让《福布斯》的名声响遍美国。
马尔科姆努力推动编辑方面的改革，让他们可以像广告部门一样大胆创新。杂志本身仍然聚焦于财经业界名人，但是现在，每篇故事都必须有一个明显的观点，并且如果《福布斯》不能发表一个独家故事，他们干脆弃之不用。
马尔科姆著名的收藏兴趣始于他决定为妻子罗伯塔买一份小礼物——那是一枚复活蛋，由著名的珠宝艺术家法贝格为俄国沙皇而制。随后，马尔科姆共收藏了12枚这样的彩蛋，甚至比克里姆林宫的收藏还多了2枚。最后一枚足足花了他一百万美元。而每当马尔科姆花钱，《福布斯》都会大大获利。
编辑甲：我想，他认为所有的公开活动，所有的游戏，所有的小把戏，甚至每件事情，都会让《福布斯》更加成功。
马尔科姆会继续大肆挥霍，让世人看到玩乐也能带来巨大的利润。即使到了60岁，马尔科姆也没想过要退休。相反，他不断加快前进的步伐。
编辑乙：事实上，他天生就是个公众人物，而且他的公众形象与杂志的基调完全符合，彼此相得益彰——马尔科姆的形象辉映着《福布斯》，《福布斯》反过来又使马尔科姆的形象更加突出。
4
1979年，马尔科姆那种不向消极思想低头的态度受到了巨大考验。他被确诊患上了一种罕见但通常致命的膀胱癌，病情很像当年害死他哥哥布鲁斯的情况。疾病减缓了马尔科姆前进的步伐，却无法令他停步。他一直尽可能地不断工作和旅行。马尔科姆经历了两年痛苦的治疗过程，但最后，他战胜了病魔。
痊愈后，马尔科姆继续坚定地向前进。1981年6月，他突然有了一个好主意，这成了他为《福布斯》带来的最有成效的主意——“富豪排行榜”。杂志里收集了全美最富有的400人的名单。刚开始，马尔科姆的编辑们都很抵触这个主意，他们认为要收集一份真实可靠的名单是完全不可能的。但马尔科姆对此并不担心。
编辑甲：对于有人将他们的财富来源和身家刊登出来，许多人都会觉得这是对他们的极度冒犯。但是我可以告诉你，用不着几年，如果《福布斯》杂志不跟他们联系，询问他们的身家有多少，他们便感到难过。非常难过。他们不想失去这样的声望。
马尔科姆自己也是在劝说之下才将他的名字列入榜单，他并不想将自己的财务状况公诸于众。最后他终于同意将自己的名字列在名单末尾，但没有在旁边列出具体金额。
5
1989年，马尔科姆邀请了800名挚友和新闻界人士在其摩洛哥的宫殿里庆祝70大寿。摩洛哥的这次宴会是马尔科姆最后一次在公共场合高调露面。
史蒂夫·福布斯：我认为我的父亲被世人铭记的原因不是他的某些商业决定，不是他做过的某些事情——例如乘热气球或者骑摩托车，也不是他拓展了家族生意或者养活了一个大家庭，而是他对待生活的态度。
去世之前，马尔科姆亲自写下了他的墓志铭——这句话简洁又完美地总结了他的一生：马尔科姆·福布斯不枉此生。
小资料
《福布斯》杂志是美国历史最悠久的财经杂志，它的出版标志着美国商业新闻的开始。杂志着重于描写企业精英的思维方式，秉承“以人为本”的理念，倡导“企业家精神”，不停留在新闻事实的报道上，着力于洞悉新闻背景、把握动态信息和行业趋势，深入探讨和研究企业运作的经济环境。全世界的企业家无不将能登上《福布斯》杂志封面当作一种殊荣。
提起“福布斯”，我们马上想到的也许是富豪榜和名人榜。但你知道是谁为《福布斯》带来这个惊人的创意，让这本杂志走出低谷，成为全球首屈一指的财经杂志吗？让我们和史蒂夫·福布斯一起体验他父亲的传奇一生吧。
1
Malcolm Forbes grew up in the upper middle-class community of Englewood, New Jersey. He was born on August 19th, 1919, the third son of Birtie Charles Forbes and his wife, Adelaide Stevenson.
Steve Forbes: I think my father really was a wonderful combination of the best characteristics of both his father and his mother. His father was very hard-driving, came to this country almost penniless, and he succeeded. He was very 1)disciplined. My grandmother, by contrast, was very outgoing, she enjoyed being around people, very 2)vivacious, was always the life of the party…
Malcolm’s father, Bertie, had been born in Scotland and came to New York to pursue a career as a business journalist. By the time he married Adelaide, Bertie Charles, or B.C. as he was called, was a widely read business 3)columnist known for his resourcefulness at getting information. B.C., not one to waste time or information, realized that he had enough of both to start his own publication. When the 4)premier issue of Forbes hit the 5)newsstands on September 15th, 1917, it was the first business magazine in the country and an immediate success. The tireless B.C. also continued writing as a 6)freelance journalist, and this constant work helped the family survive 7)the Depression.
2
As a young boy, Malcolm had no intention of joining the family business. From an early age, he had set his sights considerably higher. He wanted to be President of The United States.
The road to the presidency was longer and harder than Malcolm had expected. At age 38, he was an ex-newspaper editor, ex-magazine publisher, and two-time failed 8)gubernatorial 9)candidate. With nowhere else to go, he returned to Forbes to try to invent a future for himself there.
Though Malcolm had abandoned his political career, he still had a major 10)distraction outside the magazine. He was the father of five children and, in typical 50s?fashion, it was Malcolm, the dad, who was the 11)disciplinarian, but one who was always willing to listen to his children.
Steve Forbes: My father was a very strong man, had very strong opinions, but, remarkably, he maintained an open mind. And I remember growing up, we would want something and he would say, “No, that’s crazy.”But if he sensed that it meant a lot to you, that you’d thought the thing through, that your heart was set on it, he would say, “OK, I’ll go along with it.”
3
Malcolm Forbes was now king of his company. But being ruler of a magazine that few people read, did not interest Malcolm. He now concentrated his efforts on getting Forbes known throughout the land.
Malcolm was pushing the editorial side to be as 12)audacious as the advertising. The magazine still focused on personalities in business, but now every story had to have a strong point of view, and, if Forbes didn’t have an 13)exclusive on a story, they didn’t run it.
Malcolm began his most famous collection when he decided to buy his wife, Roberta, a little present, just a small Easter Egg, made by Faberg? the famed jeweler to the 14)tsar of Russia. In time, Malcolm would come to own 12 eggs, two more than the Kremlin, spending over one million for his last one. And, when Malcolm spent money, Forbes benefited.
Editor A: I think he thought all the publicity, all the games, all the tricks and everything was just making Forbes more successful.
Malcolm would go on spending money and showing the world that having fun could be profitable. And at age 60, Malcolm was far from retiring. In fact, he was just 15)revving up.
Editor B: The fact that he was such a public personality and that his public personality so much matched the way that, the tone of the magazine, they 16)reinforced one another. The Malcolm image reinforced Forbes; Forbes reinforced the Malcolm image.
4
In 1979, Malcolm’s refusal to give in to negative thinking was put to the test. He was 17)diagnosed with a rare and often 18)fatal form of 19)bladder cancer, similar to the disease that had killed his brother, Bruce. Though the illness slowed him, it did not stop Malcolm. As much as possible, he continued working and traveling. Malcolm endured two years of painful treatment, but, in the end, he beat the disease.
Once Malcolm was free of cancer, he kept going strong. In June of 1981, he came up with what would be one of his most effective ideas for the magazine ?the Rich List. This would be a 20)compilation of the 400 richest people in America. Malcolm’s editorial staff resisted the idea at first, sure that it would be impossible to gather a 21)credible list. But that didn’t worry Malcolm.
Editor A: Many of the people were highly offended that somebody would publish the source of their wealth or the size of it. But I can tell you, within a very few years, if Forbes didn’t contact them to find out exactly how much they were worth, they were very upset. Very upset. They weren’t going to lose that 22)distinction.
Malcolm himself had to be persuaded to include his own name on the list. He didn’t want his financial status made public. Finally he agreed to place it at the bottom of the list with no dollar value next to it.
5
In 1989, Malcolm celebrated his 70th birthday by bringing 800 of his closest friends and press contacts to his palace in Morocco. The party in Morocco would be Malcolm’s last public 23)hurrah.
Steve Forbes: I think my father will be remembered not so much for specific business decisions or specific things he did with the balloons and with motorcycles and growing the business or raising a large family, but the spirit with which he approached life.
Before he died, Malcolm penned his own 24)epitaph ?one that 25)succinctly and perfectly summed up his life: Malcolm Forbes, while alive, he lived.
1
马尔科姆·福布斯在新泽西州英格伍德市的中上层社会长大。他出生于1919年8月19日，是伯尔蒂·查尔斯·福布斯与其妻子阿德莱德·史蒂文森的第三个儿子。
史蒂夫·福布斯：我认为我父亲确实很好地综合了他双亲性格的优点。他的父亲作风强硬，几乎身无分文地来到这个国家，然后白手起家。他是个严于律己的人。而我的祖母则刚好相反，她非常外向，喜欢与人相处，开朗活泼，永远是社交活动的明星。
马尔科姆的父亲伯尔蒂出生于苏格兰，他来到纽约开始自己的财经记者生涯。当他与阿德莱德结婚时，伯尔蒂·查尔斯，或者B.C.——按人们的习惯叫法——已经是一位拥有广泛读者群的财经专栏作家，以其足智多谋的智慧挖掘资源而出名。B.C.不想浪费自己的时间和资源，他意识到自己已经拥有足够的时间和资源，完全可以开创自己的出版事业了。1917年9月15日，首期《福布斯》杂志出现在报刊亭上，成为全美第一份财经类杂志，迅速取得巨大成功。不知疲倦的B.C.以自由记者的身份继续写作，他毫不间断地工作，帮助他的家庭平稳度过了大萧条时期。
2
马尔科姆小时候并没打算投身家族事业。小小年纪的他便志存高远——梦想成为美国总统。
然而总统之路比马尔科姆想象中更加漫长艰辛。到了38岁，他做过报纸编辑、杂志发行人，还是一个两次竞选失败的州长候选人。在无路可走的情况下，他回到了《福布斯》杂志，希望在那里开创自己的事业。
虽然马尔科姆放弃了他的政治事业，杂志之外仍然有其它事情让他分心。他有五个孩子，并且拥有五十年代典型的处事方式，也就是马尔科姆这个父亲要负责管教孩子，但他总愿意聆听孩子们的心声。
史蒂夫·福布斯：我父亲是个非常倔强的人，相当坚持己见，但令人敬佩的是，他思想开明。我记得我们还没长大的时候，如果我们想要什么东西，他会说：“不行，那简直是疯了。”但是如果他觉得那对你确实很重要，你也经过了深思熟虑，而且你真的非常想要，他便会说：“好吧，我同意了。”
3
马尔科姆现在是公司的统治者了。但马尔科姆可没兴趣当一本乏人问津的杂志的统治者。现在，他集中精力，要让《福布斯》的名声响遍美国。
马尔科姆努力推动编辑方面的改革，让他们可以像广告部门一样大胆创新。杂志本身仍然聚焦于财经业界名人，但是现在，每篇故事都必须有一个明显的观点，并且如果《福布斯》不能发表一个独家故事，他们干脆弃之不用。
马尔科姆著名的收藏兴趣始于他决定为妻子罗伯塔买一份小礼物——那是一枚复活蛋，由著名的珠宝艺术家法贝格为俄国沙皇而制。随后，马尔科姆共收藏了12枚这样的彩蛋，甚至比克里姆林宫的收藏还多了2枚。最后一枚足足花了他一百万美元。而每当马尔科姆花钱，《福布斯》都会大大获利。
编辑甲：我想，他认为所有的公开活动，所有的游戏，所有的小把戏，甚至每件事情，都会让《福布斯》更加成功。
马尔科姆会继续大肆挥霍，让世人看到玩乐也能带来巨大的利润。即使到了60岁，马尔科姆也没想过要退休。相反，他不断加快前进的步伐。
编辑乙：事实上，他天生就是个公众人物，而且他的公众形象与杂志的基调完全符合，彼此相得益彰——马尔科姆的形象辉映着《福布斯》，《福布斯》反过来又使马尔科姆的形象更加突出。
4
1979年，马尔科姆那种不向消极思想低头的态度受到了巨大考验。他被确诊患上了一种罕见但通常致命的膀胱癌，病情很像当年害死他哥哥布鲁斯的情况。疾病减缓了马尔科姆前进的步伐，却无法令他停步。他一直尽可能地不断工作和旅行。马尔科姆经历了两年痛苦的治疗过程，但最后，他战胜了病魔。
痊愈后，马尔科姆继续坚定地向前进。1981年6月，他突然有了一个好主意，这成了他为《福布斯》带来的最有成效的主意——“富豪排行榜”。杂志里收集了全美最富有的400人的名单。刚开始，马尔科姆的编辑们都很抵触这个主意，他们认为要收集一份真实可靠的名单是完全不可能的。但马尔科姆对此并不担心。
编辑甲：对于有人将他们的财富来源和身家刊登出来，许多人都会觉得这是对他们的极度冒犯。但是我可以告诉你，用不着几年，如果《福布斯》杂志不跟他们联系，询问他们的身家有多少，他们便感到难过。非常难过。他们不想失去这样的声望。
马尔科姆自己也是在劝说之下才将他的名字列入榜单，他并不想将自己的财务状况公诸于众。最后他终于同意将自己的名字列在名单末尾，但没有在旁边列出具体金额。
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1989年，马尔科姆邀请了800名挚友和新闻界人士在其摩洛哥的宫殿里庆祝70大寿。摩洛哥的这次宴会是马尔科姆最后一次在公共场合高调露面。
史蒂夫·福布斯：我认为我的父亲被世人铭记的原因不是他的某些商业决定，不是他做过的某些事情——例如乘热气球或者骑摩托车，也不是他拓展了家族生意或者养活了一个大家庭，而是他对待生活的态度。
去世之前，马尔科姆亲自写下了他的墓志铭——这句话简洁又完美地总结了他的一生：马尔科姆·福布斯不枉此生。
小资料
《福布斯》杂志是美国历史最悠久的财经杂志，它的出版标志着美国商业新闻的开始。杂志着重于描写企业精英的思维方式，秉承“以人为本”的理念，倡导“企业家精神”，不停留在新闻事实的报道上，着力于洞悉新闻背景、把握动态信息和行业趋势，深入探讨和研究企业运作的经济环境。全世界的企业家无不将能登上《福布斯》杂志封面当作一种殊荣。