We’re big on continuing education here at In Every Language. That’s why–for our clients in software and technical fields–we’ve arranged for a special discount at this year’s CodepaLOUsa. To be held February 24-26 in Louisville, Ky, CodepaLOUsa, brings together top speakers from development and internationalization communities–including our own Terena Bell. So if you’re planning to attend CodepaLOUsa, and you’re looking to save 10%, just click here and use the discount code BELL. See you there!
Alicia Assini, Project Manager
Location: Durham, North Carolina USA
Languages: Spanish, Italian, English & Russian
Education: Grinnell College, BA in Russian; University of Limerick (Ireland), MSc Multilingual Computing & Localisation; Middlebury College, MA in Spanish Linguistics
What you like about the translation industry: I love thinking about languages every day & how both language & culture affect us all, which can be seen first-hand in translation & localization. Working at In Every Language is great because it allows me to be an active player & an innovator in such a dynamic industry. Additionally, this field is truly global & the opportunity to be connected with people from so many different cultural, linguistic & professional backgrounds is really exciting.
Location: Urbana, Illinois USA
Years experience: 3.5 years
Languages: Spanish, English & Portuguese
Memberships: Chicago Area Translators & Interpreters Association
Education: Graduate Student of Translation Studies at University of Illinois at Urbana Champaign
What you like about the translation industry: Being surrounded by different languages, perceptions & people! Exploring new ways to approach the same idea excites me, too.
Who can sell translation besides translation companies? CEO Terena Bell answers that question in a December 12th webinar hosted by the Globalization and Localization Association (GALA). She’ll explain how the In Every Language program caters to world trade associations, language schools, and other non-translation companies that are often asked by inexperienced buyers if they offer translation, interpreting, or localization. She guides companies looking to establish similar initiatives through what can go right—and wrong—with programs of this type and teaches the tricks of the trade required to set up a reseller program of your own.
Registration is free for GALA members. The registration fee for individuals from non-member companies is 60 US$. A select number of In Every Language partners are available to attend for free. Please call our office (+1 502 213-0317) if you are not a GALA member and would like registration waived.
Our own Hannah Berthelot, project manager, gave some advice in the September issue of The ATA Chronicle to translators looking to partner with us. Here’s an excerpt:
At our company, we have a system set up on our website through which independent contractors can apply for work. Resumes sent to e-mail addresses listed elsewhere on the site are deleted. If you do not have the diligence to click through two links and fill out our very brief information form, then what does that potentially say about what it is like to work with you?
While I understand that sending a resume to a different e-mail address may be a strategic move by these individuals to “stand out from the rest,” to us it says “I do not know how to follow directions.” Let your talent speak for itself! If you have the credentials we are looking for, we will happily work with you. Here are three of the main traits we look for in an applicant:
1. Industry experience: This is clearly difficult for someone just starting out, and we require at least two years of professional experience. If you are just finishing up your degree or your certificate in translation, linguistics, or another language-centric area of study, I would recommend that you explore the institution’s career development resources and connect with a company that can provide you with an internship. It also helps to attend industry events like conferences. You never know whom you will meet or what you will learn!
2. Knowledge of computer-assisted translation tools: While I certainly respect those who have the skills and linguistic prowess to ace ATA’s certification exam, translation memories are absolutely necessary for maintaining branding, ensuring that precise terminology is used (and re-used) in crucial technical and medical texts, and running quality assurance processes. We also use leverage to offer discounts, so it helps if you do as well.
3. Your desire to learn and grow, and your ability to be a great team member!
Professional memberships or certifications: American Translators Association & Northern California Translators Association
Education: PhD in physics; Diplom-Ingenieur (German equivalent of a Masters) in engineering physics; Postdoc at INFN Turin in Italy
What you love about working in the translation industry: I am never bored, because every text is different and unique. I also have the opportunity to learn about new equipment and new topics and am able to expand my horizon a bit every day.
In Every Language Enters into Exclusive Partnership with Center for Translation Studies at University of Illinois
Urbana, Illinois – In Every Language has entered into an exclusive partnership with the Center for Translation Studies at the University of Illinois at Urbana- Champaign. Beginning with this fall semester, one Masters in Translation student per academic year will engage in an internship with In Every Language in vendor management. This year’s selected student is Mayilu Diaz de Leon.
“This isn’t just another internship,” says In Every Language CEO Terena Bell. “We’ve had interns before, but with the new program that the UIUC Center for Translation Studies offers, we’re actually able to do something innovative.”
Diaz de Leon — and interns to follow – will not be working in translation, but rather in the business of translation. “Traditionally, much of how the industry decides into which translator to choose has been fairly arbitrary,” Bell continues. “The focus of this internship will be on quantifying the unquantifiable – on removing the possibility of error from that choice in order to provide even more assurance to clients whose materials simply don’t allow room for any chances.” Diaz de Leon will be looking to fine-tune a translator point metric In Every Language already has in place, implementing it for even the rarest of languages.
According to Elizabeth Lowe, Director of the UIUC Center for Translation Studies, “This internship with In Every Language is an exciting opportunity for UIUC students of translation to learn the business of translation, an important aspect of the field that is generally not understood well by beginning translators and by the general public.” The University of Illinois new Master of Arts in Translation and Interpreting seeks to train its students for the competitive and evolving job market by offering students internship experiences that give them the knowledge, skills and tools required to work at the highest levels of the translation and interpreting fields in a variety of jobs.
About In Every Language
In Every Language is the only American provider represented on the international trade board for translation companies and clients. The company is an internationally-recognized, professional provider of translating, interpreting and localization solutions in over 180 languages. For more information, follow us on Twitter at @InEveryLanguage.
About the Center for Translation Studies
The Center for Translation Studies at the University of Illinois at Urbana-Champaign is a collaboration between the School of Literatures, Cultures and Linguistics; the Creative Writing Program; and Dalkey Archive Press to educate future translators and interpreters and to prepare them for the exciting opportunities available to them in today’s global economy. The MA in Translation and Interpreting program provides a combination of rigorous academic study and substantive real-life experience. For more information visit translation.illinois.edu.
Louisville, Ky — In Every Language is the newest translation company to partner with Confirmit. With offices in Oslo, New York, and London, Confirmit provides solutions that help businesses gather feedback from customers and employees, analyze the results, and take action to improve business processes. In Every Language is a language services provider, so its role in the Confirmit community is to translate and localize this feedback from the employee or customer’s language into that of the company receiving feedback. In Every Language is one of only ten approved Confirmit translation partners worldwide.
“Since we started, In Every Language has been known for providing our market development and HR clients with quality translations that help them hear what their audience is truly saying,” shared In Every Language CEO Terena Bell. “By partnering with Confirmit and being able to help our mutual clients directly through the community platform, we’re simply making translation even easier for them than it was before.” From the Confirmit standpoint, partnership with In Every Language “ensures [their] clients the advantage of cost-effective project support.” More on the partnership may be found on Confirmit’s site.
(This article is twelfth in a MultiLingual Magazine series where Terena Bell looks at macro-forces affecting our world and predicts how these forces will micro-impact the translation industry.)
In Kentucky, there are more barrels of bourbon than there are people — 4.7 million bourbon barrels versus 4.3 million people to be exact. The Commonwealth produces 95% of the world’s bourbon, exporting 28.7 million gallons to 126 different countries in 2010 alone. Bourbon is big business and we Kentuckians take it quite seriously. If you don’t believe me, just hit up the bar at an industry conference at the same time I do. Watch me order the house bourbon. Then watch me grow very, very angry when the bartender gives me Jack. That’s because Jack Daniel’s is not bourbon; it’s Tennessee Whiskey. As a Kentuckian, I’ll start by claiming the difference is both ethical and profound. But in all actuality, there’s a science behind what separates bourbon from its brother whiskeys. While bourbon does not have to be made in Kentucky, it does have to be made with at least 51% corn mash. Also, bourbon must be distilled in an oak barrel.
The “distilled in an oak barrel” part is what brings us to translation. The American Distilling Institute has never said how long the bourbon must be distilled. Four Roses Small Batch – what I’m drinking as I write this — soaks in the barrel for ten years. Pappy Van Winkle — unarguably the most premium bourbon around — distills for fifteen. It’s this aging that allows the bourbon, over time, to take on flavors from the oak as Kentucky’s cycle of hot then cold weather pushes the soaking bourbon through the wood then back out again. The corn mash may give it its sweetness, but the oak barrel gives it the honey and vanilla tones that make it grand. Overseen by master distillers, this process also evaporates water down out of the bourbon, making it stronger, alcohol content-wise. So in other words, craft and time make bourbon taste better and give you, the bourbon drinker, more bang for your alcoholic buck.
This is where the similarities to translation start. Meet Cleveland Whiskey. In the words of Inc Magazine, “It’s made in Cleveland [Ohio]. In a laboratory. In less than a week. And yes, it’s real bourbon. Deal with it, Kentucky.” In other words, meet the machine translation of the bourbon world.
As I touched on earlier, the key is that when the American Distilling Institute — the organization that drew up the definition of bourbon versus Tennessee whiskey versus scotch et al – said bourbon had to be aged in oak, they never said for how long. According to the June 2013 issue of Inc Magazine, Cleveland Whiskey’s bourbon is “distilled” in a 120-gallon, patented pressure tank with a few oakwood strips thrown in for flavor. With this process, hundreds of years of bourbon tradition is overthrown. Tequila, Jello shots, feel free to drink those if you want to get drunk cheap and easy, but bourbon culture has never been about getting drunk. Bourbon culture is sitting on long verandas while a soft Southern breeze floats up the driveway. Bourbon culture is the smell of cigars and the sound of your grandfather’s laugh. Bourbon culture is the practice, sweat, and sun that drives a horse to win the Kentucky Derby. Bourbon’s branding is patience, bourbon’s branding is quality, bourbon’s branding is class.
But at Cleveland Whiskey, bourbon’s branding is a laboratory. Instead of considering itself a commodity drink — as one might automatically think — and therefore targeting a lower-price paying clientele, Cleveland Whiskey is marketing itself as a premium drink, charging 35 USD a bottle – a higher price point than that of Maker’s Mark or Knob Creek, two of the finest bourbons around. It takes less time to make but it costs more. Since time is how bourbon gains its quality, on the quality-price x-curve, you would think Cleveland Whiskey would be the cheapest stuff on the planet. But Tom Lix, Cleveland Whiskey’s CEO, claims his bourbon is actually a better product than the stuff it takes us years to make here in Kentucky. As quoted to Inc, Nix says, “Our story is that we really don’t have a big story. It’s simple. We use technology to make our whiskey faster, which makes for a great entrepreneurial business and a product that actually tastes better.”
“We use technology to make our whiskey faster.” Huh. See what I mean now when I say Cleveland Whiskey is the bourbon industry’s own machine translation? They make a similar product faster — so much faster that traditional stakeholders in the industry find the speed unbelievable — and then they have to audacity to claim the quality’s fine.
Personally I can’t say anything one way or the other on that. I’ve never tried it. But Inc cites two taste tests. In the first, the testers tried Cleveland, Old Forester, Wild Turkey, and Knob Creek, tasting each bourbon the way bourbon is meant to be drank – sip by glorious sip. Cleveland came in dead last. In a second test, though, conducted by a Cleveland, Ohio television station, Cleveland Whiskey went head to head with Knob Creek and won. But in this instance, the testers drank the bourbon in a way traditional bourbon drinkers never would – they downed it quickly in a shot. In other words, the two groups were looking for two entirely different things.
Seems like Cleveland Whiskey is starting to look more and more like machine translation with every paragraph I write.
So here’s the rub: Not everyone is even able to wait fifteen years for a glass of bourbon. Maker’s Mark itself, the bourbon with the largest non-US market share, recently reached the point of bourbon sacrilege, where they warned drinkers they would start watering down their product in order to meet a current consumer demand much higher than that anticipated when they firstbegan distilling the 2013 batch years ago. In the company’s own words, “Demand for our bourbon is exceeding our ability to make it, which means we’re running very low on supply. We never imagined that the entire bourbon category would explode as it has over the past few years.” Gee, no, none of this sounds like translation at all. Our industry is perfectly capable of meeting rising demands, right?
Even were there plenty of bourbon – er, um, I mean translation – to go around, the fact remains that not everyone wants to wait that long – even if they are able to pay premium price. I know bourbon drinkers everywhere are cringing as I write this, but I don’t like Pappy Van Winkle! It doesn’t matter if it’s what’s aged the longest, it’s just oh-so-heavy and not to my tastes. But you could say the same about machine translation. Not every project needs the traditional translate-edit-proof (TEP). In some cases, TEP is actually the worst thing you could do as human editors and proofreaders allow egos and personal preferences to get in the way. In fact, I’d even contend that if you’re still stuck in the trap of thinking TEP always ensures the highest-level quality translation, then you need to come out from your cave. Another troglodyte would like to use the rock you live under. That’s not to say traditional TEP doesn’t have its place – some legal and life science translations are required to have it and even my own company relies on it when the case may fit – but we live in a world where there are now many, many ways to produce translations and the fact of the matter is, machine translation is now one of them. It may be the cheap and easy way, but sometimes cheap and easy may also be the best.
So maybe Cleveland Whiskey is on to something. As a Kentuckian I cringe – in fact, something inside me weeps – when I think about bourbon being “aged” in a laboratory within a week. But what I get from my bourbon is not the high. I get peace. I get home away from home, a little piece of Kentucky that follows me as I hop from conference to client visit all around the world. So if quality truly is in the eye of the beholder, then what I behold is entirely different from the next man, who may be drinking for alcohol and alcohol alone. For that man, machine translation is fine enough, for it is the content and only the content that he needs. The finesse and the flavor we shall leave to the human translators of the world, to those who are willing to wait for bourbon to age to its finest, who are willing to take a sip from all four corners of the world and taste the 4.7 million barrels that are home.