April 2011 Volume XL Number 4 The A Publication of the American Translators Association CHRONICLE

In this issue: What’s Your Business Strategy? Finance and the Business Plan What Is English? Make Your Own History Join us in Boston for the ATA 52nd Annual Conference and be a part of the most important event for translators and interpreters.

American Translators Association Don’t miss Over 150 sessions covering a variety of languages and specializations. 2 5 nd Speakers from all over the world sharing their experience and expertise. Annual Numerous opportunities to promote yourself and your services. Conference The chance to network with over 1,800 colleagues from around the world. Time to reunite with friends, socialize with colleagues, and have fun. Boston, Massachusetts October 26---29, 2011 Conference Registration Registration begins in July. You will receive the Preliminary Program and Registration Form with the July issue of The ATA Chronicle.

Hotel Reservations Marriott Copley Place 110 Huntington Avenue, Boston, Massachusetts USA 02116

Special ATA Room Rates (exclusive of tax): Single = $246 / Double = $266 ATA rates include complimentary in-room Internet Take advantage of these special rates, available until October 5, 2011, or as space allows. Make your reservations online at www.atanet.org/conf/2011/hotel.htm. Or call the Marriott at +1-800-266-9432 and ask for the special ATA rate.

Learnwww.atanet.org/conf/2011 More

Advertising Opportunities: Print / Web / Exhibiting / Sponsorship Don't miss this opportunity to promote your company to 1,800 attendees who need your services and products. Learn more at www.atanet.org/conf/2011/advertise.htm. April 2011 Volume XL American Translators Association 225 Reinekers Lane, Suite 590 • Alexandria VA 22314 USA Number 4 Tel: +1-703-683-6100 • Fax: +1-703-683-6122 Contents April 2011 E-mail: [email protected] • Website: www.atanet.org A Publication of the American Translators Association

14 Sun Tzu’s The Art of War and Business 14 By David Evseeff Written over two thousand years ago, The Art of War is well known as an effective guidebook for waging military campaigns, but it can also be applied to modern-day business strategy and management for providers of language services. 18 Raising Awareness of the Profession: 2009-2010 School Outreach Participant Jisu Kim By Sonia Wichmann An interpreter shows high school students that there really are careers for language majors. 20 My Mother Tongue By Tony Beckwith A brief chronological account of the origins and evolution of the English language. 24 Finance for the Life of Your Language Services Business By Memuna Williams A discussion of why keeping track of finances is so critical at each stage of your business.

Columns and Departments

20 6 Our Authors 32 GeekSpeak 7 From the President 34 Member News 8 From the President-elect 35 Certification Exam Information 9 From the Treasurer 36 Dictionary Review 10 From the Executive Director 38 Certification Forum 11 Letters to the Editor 40 The Translation Inquirer 30 The Entrepreneurial Linguist 42 Humor and Translation 31 Blog Trekker 44 Upcoming Events 24 46 Directory of Language Services

3 The ATA Chronicle (ISSN 1078-6457) is published monthly, except bi-monthly in November/December, by the American Translators Association, 225 Reinekers Lane, Suite 590, Alexandria, VA 22314 USA. Periodicals postage paid at Alexandria, Virginia, and additional mailing offices. POSTMASTER: Send address changes to The ATA Chronicle, 225 Reinekers Lane, Suite 590, We Want You! Alexandria, VA 22314 USA. The American Translators Association (ATA) was established in 1959 as a not-for-profit professional society to foster and support the professional The ATA Chronicle enthusiastically encourages development of translators and interpreters and to members and nonmembers to submit promote the translation and interpreting professions. The subscription rate for a member is $43 (included articles of interest. For Submission Guidelines, in the dues payment). The U.S. subscription rate for a nonmember is $65. Subscribers in Canada and visit www.atanet.org/chronicle. The ATA Chronicle Mexico add $25; all other non-U.S. subscribers add $45. Single copies are available for $7 per issue. is published 11 times per year, with a combined

©2011 American Translators Association November/December issue. Submission deadlines are two months prior to publication date. Reprint Permission: Requests for permission to reprint articles should be sent to the editor of The ATA Chronicle at [email protected].

Editor Jeff Sanfacon [email protected] Proofreader Advertising Sandra Burns Thomson Art Directors Directory Ellen Banker Amy Peloff Advertising 13 Star Group America, LLC Caron Mason, CAE 39 Benjawan Poomsan Becker www.star-group.net [email protected] http://benjawanbecker.blogspot.com +1-703-683-6100, ext. 3003 5 University of Arizona Fax: +1-703-683-6122 13 Landmark Audio Technologies National Center for Interpretation www.LandmarkFm.com nci.arizona.edu Executive Director Walter Bacak, CAE 48 SDL International University of Texas at Brownsville [email protected] www.translationzone.com 45 www.utb.edu/translation Membership and General Information Maggie Rowe [email protected] website: www.atanet.org

Moving? Find an error with your address? Send updates to: The ATA Chronicle 225 Reinekers Lane Looking for continuing education events in your area? Suite 590 Check out ATA’s online event calendar at Alexandria, VA 22314 USA www.atanet.org/calendar. Fax +1-703-683-6122 [email protected] 4 The ATA Chronicle n April 2011 Are You an ATA Member LOOKINGLOOKING TOTO GET Who Wants to Save Money? CERTIFIED?CERRTTIFIED?

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The ATA Chronicle n April 2011 5 Our Authors April 2011

Tony Beckwith was born in Buenos Aires, Sonia Wichmann is a freelance Swedish→English translator in the San Argentina, spent his formative years in Francisco Bay area specializing in information technology, marketing, and Montevideo, Uruguay, and then set off to see scholarly translations. She serves on the board of directors of the Northern the world. He came to Texas in 1980 and California Translators Association. Contact: [email protected]. now lives in Austin, where he works as a writer, translator, poet, and cartoonist. Memuna Williams is an entrepreneur and Contact: [email protected]. a French→English translator with 18 years of experience. She is the founder of Avantgarde David Evseeff is currently the translations manager at Schreiber Translations. She has an MBA from the Translations, Inc., in the Washington, DC metro area. He has a McColl School of Business at Queens BA in Chinese and religion from the University of Florida and an MA in University of Charlotte, an MA in translation Chinese literature from National Taiwan University. Contact: from the Université de Montréal, and a [email protected]. BA in translation from Concordia University. Contact: [email protected].

U.S. Justice Department Reaffirms Language Access

On February 17, the U.S. Department of Justice issued a memorandum directing all federal agencies to ensure language access to lim- ited-English-proficient individuals (LEPs). The memo from Attorney General Eric Holder cites a 2006 language access survey that found disparities in understanding and compliance of equal language access throughout the federal government. In the memo, Holder restates LEP access as not only a moral and legal obligation, but also an issue of vital importance in times of national emergencies, such as Hurricane Katrina and the Gulf Oil Spill. Federal interagency language access conferences over the past few years show that the federal government is making progress in providing LEP services. What is missing, says Holder, is a comprehensive plan and a unified approach. The memo provides the following list of eight action items agencies must undertake to ensure equal language access.

1. Establish a Language Access Working Group responsible for implementing LEP regulations.

2. Evaluate and update current response to LEP needs.

3. Establish a schedule to evaluate LEP services, policies, plans, and protocols routinely.

4. Ensure that agency staff can identify and respond to LEP situations competently.

5. Notify the public, and particularly LEP communities, of equal language access services.

6. Assess agency positions for needs of LEP employees.

7. Collaborate with other agencies to ensure quality translation and standardized federal terminology.

8. Issue guidelines for compliance to recipients of the agency’s federal financial assistance.

For more information, please visit the Federal Coordination and Compliance Section website at www.justice.gov/crt/about/cor or www.lep.gov.

6 The ATA Chronicle n April 2011 From the President Nicholas Hartmann [email protected]

The Next Gig

Thiscolumn is addressed in par- ticular to the 70% of ATA’s members who identify themselves as “indepen- I hope you will agree that independent translators and dent contractors,” also known as free- interpreters are ideally suited for service to this lancers. Your business model centers on self-employment, meaning that Association at every level. you make your living not by holding a job (singular) but by accepting and completing a succession of individual jobs (plural). This approach has been working environment is largely the world-famous ATA Annual called the “gig economy”; the gig in yours, and that in turn requires an Conference (see the President- question being defined as a “perfor- awareness of how you work best: elect’s column in this issue). mance” or (more relevantly) as an location, schedule, work volume, “instance of temporary employment.” ergonomic and sensory issues, and Lastly, I hope you will agree that Despite the fundamental difference much more besides. This discovery ATA members as described above— in business strategy, independent of how you work best will also tell detail- and quality-oriented people, translators and interpreters face chal- you a lot about who you are. aware of their own abilities and limi- lenges similar to (or even greater tations, and capable of working inde- than) those confronted by conven- • Successful freelancers tend to be pendently on well-defined tasks or tional job-holders in a stereotypical self-starting and task-oriented extended projects—are ideally suited office environment: people, comfortable making their for service to this Association at every own decisions and taking the con- level. Committees need members and • Performance reviews are handed sequences of them, but the ”sole” chairs and divisions need writers, edi- out not every year or every quarter, in “sole proprietor” does not neces- tors, administrators, and organizers. but every time a job is delivered. sarily mean “lonely” or “isolated.” Chapters and conference attendees Independent contractors essen- While your only company in the would love to hear about what you tially work at the pleasure of each lunch room may be your cat, trans- know. And ATA’s Board of Directors customer, so any dissatisfaction lators and interpreters are knowl- beckons to those who want to take on can be expressed by unilaterally edge workers and are at the cutting a bigger and possibly longer job. The ending the relationship. Attention edge of modern communication “customers” will be your own col- to detail and to every aspect of technology, eager to interact with leagues; the working environment can quality is therefore paramount, their colleagues and the world in be your own familiar one, or a class- since your reputation is riding lit- ways that were unimaginable only room, or a conference room. And you erally on every word you write or a few years ago. And unless you will be working with people as inno- speak. While the need to live up to are seriously devoted to physical vative and committed as you, with the such high expectations can be solitude, there are many ways to ultimate goal of improving the profes- stressful, it can also be very satis- get out and see real people: go to a sional lives of thousands of other fying: your clients remain with you chapter meeting, look something people. It could be the most rewarding not because it is too much trouble up at the library, talk to a business gig of your life. to fire you, but because they like group, invest in attending a what you are doing. regional conference, a division event, educational seminar, or even • Yes, you can work in your bathrobe or in your bathing suit if you like, and your office can be anything from Member-Provider ATA 52nd Annual a closet under the stairs to the ONLINE kitchen table to a rented commercial Program Conference space. But the responsibility for cre- NOW www.atanet.org/providers.php www.atanet.org/conf/2011 ating a comfortable and productive

The ATA Chronicle n April 2011 7 From the President-Elect Dorothee Racette [email protected]

“3 days lead to 3 miles of to-do lists”

The title of this column comes from a tweet sent by an attendee after Feedback lets us fine-tune the conference concept last year’s conference in Denver. Although this message probably even further so that we can offer a professional referred to the many good ideas and tips experience that meets and exceeds the he or she received while in conference sessions, the experience for the confer- expectations of attendees. ence organizers is actually quite similar. The first item on the long to-do list for organizing this year’s conference in Boston was a thorough review of the We will also expand the concept of the such as the Boston Public Garden and feedback we received in 2010. What Division Open House, which was a the Public Library, and with excellent did attendees like, and what would big hit. In the months to come, I will connections to public transportation. they like to see improved? Did the pro- share more information about new Our local host group, the New gram address their professional devel- conference features and old favorites England Translators Association opment and networking needs? Were in this space. (NETA), is working to assemble local the sessions challenging enough, and This year’s conference site in information for conference attendees. was the program diverse enough to Boston is a perfect venue for us. As At the time of writing this column, attract translators and interpreters from one of the oldest cities in the U.S., the administrators of ATA’s 16 divi- a wide range of specializations and Boston offers a rich history and is an sions had announced an impressive language combinations? Every year, international center of higher educa- range of distinguished speakers to be this feedback lets us fine-tune the con- tion and medicine. The local economy featured in the program. The next ference concept even further so that we focuses on international research, steps in the months to come will be to can offer a pro fessional experience that electronics, engineering, finance, and review proposals and assemble a pro- meets and exceeds the expectations of advanced technology, and is highly fessional conference program that is attendees. For example, in response to aware of the need for professional sure to lengthen your own to-do list. comments received in Denver, we will language services. Our conference Mark your calendar now for ATA’s offer even more complimentary con- hotel is located in the Back Bay 52nd Annual Conference, to be held nectivity at our conference, with a neighborhood, within walking dis- October 26–29, 2011. I look forward dedicated wireless area of our own. tance of many famous attractions, to seeing you there.

April 2011 Volume XL Number 4 A P ublication The of the American Translators Ass CHRONICLE Send a Complimentary Copy ociation

If you enjoyed reading this issue of The ATA Chronicle and think a colleague or organization would enjoy it too, we’ll send a free copy.

Simply e-mail the recipient’s name and address to Maggie Rowe at ATA Headquarters—[email protected]—and she will send the magazine with a note indicating that the copy is being sent with your compliments. In this issue: What Help spread the word about ATA! ’s Your Business Strategy Finance and the Bus ? iness Plan What is English?

8 The ATA Chronicle n April 2011 From the Treasurer Gabe Bokor [email protected]

Financial Statements FY 2009-2010

This report is based on the Program Services—Profit and Loss audited financial statements of ATA $1,000,000 for Fiscal Year 2009-2010. ATA’s financial situation did not $800,000 undergo major changes during this period compared to Fiscal Year 2008- $600,000 2009. Our Net Assets (aka Members’ Equity) declined $26,200, or less than $400,000 1% of the total budget, from ($42,026) to ($68,226), with operating expenses— $200,000 $3,042,532—exceeding operating rev- enues—$2,997,121—by ($45,411). Note $ – that figures in parentheses are negative Conference Divisions Certification Professional Publications figures. ($200,000) The major source of income, Development Membership Dues, with $1,569,577, or ($400,000) almost unchanged from the previous The period, made up 52% of the revenues. ATA Chronicle ($600,000) Of the major program services— Certification, The ATA Chronicle, and Revenue Expenses Net Continued on p. 10

Fiscal Year 2009-2010—Revenues Fiscal Year 2009-2010—Expenses

Member Dues—$1,569,577 Certification—$375,771 Conference—$833,999

Divisions—$168,055

Interest and Dividends $9,767 Other—$18,521 Publications—$22,390 Professional Development Publications $32,405 Conference—$862,072 $88,323 The ATA Chronicle—$114,792 The ATA Chronicle—$559,570 Certification—$249,258 Professional Development $90,924 Division Conferences—$118,338

The ATA Chronicle n April 2011 9 From the Executive Director Walter Bacak, CAE [email protected]

Networking and Professional Development

• 10 Things You Can Do to premiere networking and professional The majority of people join Improve Your Relations with development event of the year. The con- associations to network—find work, get Clients ference website is now online. Please a better job, find someone to assist with check it out at www.atanet.org/conf/ a project—and to get better at what they …And this is just a small sampling of 2011. Registration opens in mid-July. are doing, such as through professional what will be offered. development and certification. In addition to the sessions, this event ATA offers you plenty of opportu- ATA, as spelled out in its bylaws, provides valuable networking opportuni- nities to grow yourself and your busi- strives to offer networking and pro- ties for company owners and inde- ness. The hardest part is getting fessional development opportunities. pendent contractors alike. To check out started. Take that first step and reg- Here is a look at upcoming events. the other sessions and to register, please ister for an event today. go to www.ata-tcd.com. ATA-Translation Company Division New Addition to ATA’s Business of Translation Conference, International Federation of Trans- Member-Provider Program April 29-May 1, in Washington, DC: lators XIX World Congress, August Welcome Advanced International The TCD mid-year conference was 1-4, in San Francisco, California: As Translations’ software as the latest addi- revamped to share the business know- I mentioned in my February column, tion to ATA’s Member-Provider Program. how of language services company this marks the first time ATA has ATA members can now take advantage of owners with the entire ATA member- hosted this triennial gathering of the discounts on Translation Office 3000, ship. While there still promises to be world’s translators and interpreters. AnyCount, and the other software pro- plenty of valuable information for While there will be educational ses- grams offered by ATA Member owners, the educational programs sions and exhibits, this meeting offers Advanced International Translations. have been expanded to provide worth- networking opportunities outside of ATA’s Member-Provider Program while information for independent ATA’s usual realm. For more informa- gives members the opportunity to offer contractors. Topics will include: tion and to register, please check out their products and services to other ATA www.fit2011.org. members. For more information, please • 10 Productivity Tips for the see www.atanet.org/member_provider. Mobile Translation Professional ATA’s 52nd Annual Conference, • 10 Ways to Raise Your Profile October 26-29, in Boston, Massa- in the Translation Industry chusetts: Mark your calendar for ATA’s

From the Treasurer Continued from p. 9 ATA’s Annual Conference—only the which are converted into earned Income from $429,658 to $384,203. However, conference yielded a net surplus (see during the period to which they refer. In Investments, which can be readily con- charts). The other program services, a similar manner, the unaccrued portion verted into cash, increased $49,522, such as membership benefits, are partly of Headquarters’ rent rebates and lease- from $183,170 to $232,692. financed from the membership dues. hold improvement credits ($21,326 cur- The yearly audit of the Association’s The expense figures shown for the rent and $46,725 non-current) represent financial statements was completed in program services include allocated a cash savings to the Association. January 2011. As in previous years, the expenses of Headquarters in propor- The statements of FY 2009-2010 auditors gave our statements their tion of Headquarters resources used in show the assets of the American “unqualified” approval, which is the each service. Foundation for Translation and Inter- highest rating that can be given. Our investment portfolio yielded an pretation (AFTI), an affiliate of ATA, The actual financial statements for unrealized gain of $19,211. We con- incorporated into those of ATA. The FY 2009-2010 can be found in the tinue with our conservative strategy in statements for FY 2008-2009 have been Members Only section of ATA’s website allocating our investments. restated to include the assets and trans- under ATA News/From the Treasurer The Liabilities figures include unac- actions of AFTI. (www.atanet.org/membersonly/switch. crued Membership Dues ($771,640), Our Cash reserves declined $45,455, pl/url=p_treasurer_report.php).

10 The ATA Chronicle n April 2011 Send your letters to Jeff Sanfacon at [email protected] or American Translators Association, 225 Letter to the Editor Reinekers Lane, Suite 590, Alexandria, VA 22314.

Calculating Rates

The method of calculating calculations of available work time because it is not easy) than devel- prices advo cated by Lawrence and municipal tax obligations. They oping a Fingerspitzengefühl for how Schofer in his article “How Much care only about supply and demand. much we can charge and still get Per Word?” (Feb ruary issue) is one And while I applaud ATA’s work work. If we have too much work, we that has been espoused by The ATA in explaining quality translation and raise our rates; too little and we lower Chronicle a number of times. I con- its value, the fact is that as much as them. Even in countries where stan- tinue to find it peculiar, if not we would like to believe that we edu- dard rates are published, rates below entirely divorced from reality. cate the market, the market educates and above these are so prevalent as to While we feel that we should work us. The market tells us whether it make them almost meaningless. a certain number of hours and be wants to pay a higher rate for a If we are truly to educate begin- appropriately compensated for them, I higher quality (or speedier) transla- ning translators to see themselves as cannot think of a profession (including tion, or whether it prefers to pay a businesspersons, we need to abandon ours) in which such considerations lower rate for a less polished (“infor- this artificial model. actually form the basis for prevailing mational”) translation or one that rates. The fact is that open, competi- takes longer. Eve Hecht tive markets, such as that for transla- In reality, setting rates for our work Elizabeth, NJ tion, could care less about our involves no more (and no less,

The Author Responds income for a particular job. We also regret when we make the Hourly reimbursement I do the same thing when someone wrong calculation. Sometimes we considerations form the basis for pre- offers me an hourly job (usually accept an “easy” job only to find out vailing rates in many professions. We editing). The client may offer me a later that it requires extensive research pay hourly to lawyers, accountants, rate that is below my advertised rate, to complete. Then we know we have computer consultants, tax advisers, but if I can do a calculation that says I fallen below our target rate and that and indirectly on an hourly basis to can complete the work in 20% fewer we have to learn to evaluate what we plumbers, electricians, auto mechan- hours, then I can afford to take a job are offered more carefully. ics, and carpenters. It is true that those that pays me 80% of my desired rate. I continue to believe that what we in these professions do not make a It may be that some agencies are earn hourly is the real standard by new hourly calculation each time they inclined to negotiate rates for jobs which we should judge the work we are take a client, but I am convinced that instead of sticking with one rate for a being offered. they all take into consideration the dif- particular translator. In that case, the ficulty of the particular job being model becomes applicable every time Lawrence Schofer offered. In some cases, they adjust we get an offer. How long will it take? Philadelphia, PA their estimated hours instead of their Will that amount of time at the sug- hourly rates, but they all have a target gested rate meet my expectations?

XIX World Congress of the International Federation of Translators Hilton San Francisco Union Square San Francisco, California August 1-4, 2011 Bridging Cultures www.fit2011.org

The ATA Chronicle n April 2011 11 International Federation of Translators Federation Internationale des Traducteurs

XIX World Congress Bridging Cultures eAugust 1-4, 2011 l San Francisco, California, USA l Hilton San Francisco Union Square

The International Federation of Translators XIX World Congress Registration Congress----Bridging Cultures----will bring together translators, Register Early and Save! interpreters, terminologists, and other professionals from all To save on registration rates, register today over the world to discuss topical issues. at www.fit2011.org/register.htm. Over 100 educational sessions will be offered in a variety Hotel Reservations of categories. Events and activities will allow for opportunities Hilton San Francisco Union Square to network, mingle, and socialize. 333 O'Farrell Street San Francisco, California, USA 94102 Phone: +1-415-771-1400 The FIT XIX World Congress is hosted by the American

Special FIT Room Rates (exclusive of tax) Translators Association in cooperation with the International Single = $209 / Double = $229 Federation of Translators. FIT rates are available from August 1, 2010 until July 6, 2011 or as space allows. FIT rates Join us in San Francisco! include 50% off Internet access in guest room. Learn more about the Hilton by visiting Learn more by visiting www.fit2011.org/hotel.htm www.fit2011.org

Advertising Opportunities

Don’ t miss this opportunity to promote your company to over 800 attendees who need your services and products. Print and online advertising, exhibiting, and sponsorship opportunities are available.

Learn more by visiting www.fit2011.org/advertising.htm

12 The ATA Chronicle n April 2011 www.star-group.net

Live and On-Demand Training for Professional Translators and Interpreters Targeted communication using corporate language TermStar ATA Webinars For more information, visit www.atanet.org/webinars

May 17, 2011 12 Noon Eastern Time Is Machine Translation Ever the Right Tool for the Job? Presenter: Laurie Gerber Machine translation (MT) may not be an easy technology to love, but translators must learn to coexist with its development in the profession. How? This webinar will help provide vocabulary and frameworks for talking to language services providers and end clients about how to get the job done with the optimum mix of computing power and human skill.

June 8, 2011 12 Noon Eastern Time Revisers: Invisible But Important. Presenter: Jonathan T. Hine Jr. We cannot catch all our own mistakes, so revisers are as important to translators as editors are to authors. Join us to learn about the three types of revision, the limits of self-revision, and strategies for pricing and performing this crucial value-adding step in the translation project. Attendees will learn: • Definition of revision; what it is and is not. • Types of revision; focus on professional revision in the commercial context. • Roles of the reviser in large and small projects; what makes a “good” reviser. • Financial considerations: pricing, opportunity costs.

June 14, 2011 12 Noon Eastern Time Ensuring Payment – Before, During, and After the Project Presenter: Ted R. Wozniak www.star-group.net Late and non-payments are a fact of life in all businesses. This webinar will cover the steps that all translators can and should take to minimize the risk of not being paid for their services. Topics will include actions to take before, during, and after the project; standard business practices regarding accounts payable; resources for checking a company’s bone fides; and dunning and collection procedures. Computer assisted translation

Transit with Translation Memory

The ATA Chronicle n April 2011 13 Sun Tzu’s The Art of War and Business By David Evseeff

War is a matter of vital importance to the state. It is a matter of life and death, the road to either survival or extinction. Sun Tzu advocated the importance of winning a Hence, it must be studied.1 battle without actually fighting. Over the past several years, the language services industry has witnessed a dramatic increase not only in the demand for language serv- competition in the industry has industry has seen a significant reduc- ices (translation, interpreting, and increased over the past decade, when tion in the prices clients are being localization), but in the competitive the federal government’s General charged, and thus a decrease in both landscape as well. According to a Services Administration (GSA) company profit margins and per unit Common Sense Advisory report, the Schedule first included a language serv- rates for freelance translators. The language services industry was worth ices category at the end of 1999, there industry is also seeing more aggres- $26.33 billion in 2010. It is estimated were only 11 LSPs represented on the sive sales and marketing tactics on the that the industry is growing at an list. Now, a little more than a decade part of LSPs and freelance translators. annual rate of 13.15%, with more than later, there are 117 language companies Developing a sales and marketing 23,000 language services providers on the GSA Schedule, representing an strategy for language services is not (LSPs) globally. In the next five increase more than ten-fold!3 an easy task. Unlike retail or food years, the industry is estimated to be With this increase in competition items, the business of language is a worth $38.14 billion.2 and the innovation of language tech- “professional service,” and as a some- As just one example of how much nology and its applications, the what abstract commodity (at least to

14 The ATA Chronicle n April 2011 many consumers), it requires some unique approaches and tactics to market the value of the service. It is important to respect not only one’s employees It is not such a difficult task for freelance translators to market their but one’s competitors as well. services to LSPs, but it can be a mon- umental challenge to LSPs, attempting not only to convince clients why they should choose a particular service or The Art of War, according to tradi- striving for favorable positions by “brand,” but sometimes just to con- tion, was developed during the defeating their competitors while vince them why it is important to Spring and Autumn Period in China defending themselves. Companies and invest in language services at all. For (approximately the 6th century BCE) armies must be well organized and example, with the limited-English- by the famous military strategist Sun well managed, and both require strate- proficiency (LEP) population in the Tzu. During this time, China was not gies and tactics to succeed. The leader- U.S. growing continually, almost any the large, unified country we know ship of an army, like the leadership of type of service imaginable could be a today, but rather a collection of a company, has an important influence customer, from carpet cleaning to real smaller kingdoms (some much larger on the shaping of its success. Both estate. And let’s not forgot to include and more powerful than others), all need high quality, committed people companies hiring LEP employees that battling to control more territory, and thrive on information/intelligence are required to provide employee man- resources, and treasure. gathering activities. uals, insurance enrollment forms, and Sun Tzu, like numerous other mili- other important corporate information tary strategists at the time, was shop- Applying Sun Tzu’s in another language. Believe it or not, ping his philosophies around to the Philosophy to Business many small businesses have not even various rulers and generals of the com- The concept of applying Sun Tzu’s thought about this issue. As profes- peting kingdoms. In short, he proposed military strategies to the business sional linguists, it is our job to market a simple, direct, and practical approach world is not a new one, especially in the importance of our services to these to combat focused on military strategy such competitive environments as potential clients. and tactics as well as on leadership. China and Japan. However, to my In reflecting on this marketing The Art of War consists of 13 chap- knowledge, his approach has not been challenge, and trying to come up with ters, each highlighting a vital aspect discussed in the context of the transla- an innovative approach for the com- of warfare, such as “Laying Plans,” tion industry specifically, which, as pany whose program I manage, I “Variation of Tactics,” and “The Use mentioned earlier, has become one of recalled a discussion I once had on the of Spies.” Among his core philoso- the most highly competitive business application of the ancient Chinese phies, Sun Tzu advocated the impor- environments in the past few years. military treatise, Sun Tzu’s The Art of tance of winning a battle without By analyzing some of The Art of War, to modern-day business, particu- actually fighting. Sun Tzu also War’s core principles, we can glean a larly in East Asia. In extending from stressed the importance of deception few key ideas that can readily be there, I then realized how similar the and intelligence gathering activities, applied to either LSPs or freelance context of today’s language services being able to adjust one’s strategy and translators in their “battle” to garner industry is to the period when The Art tactics rapidly to conform with more business. of War was first written, and how changes to the landscape, as well as In his book, Sun Tzu and the Art of much business really is like warfare. focusing one’s strengths against the Business,5 Mark McNeilly talks about enemy’s weaknesses. some “strategic principles for man- What Is The Art of War? While they may seem dissimilar, agers.” These include: It is said that if you know your enemies there actually is a strong correlation and know yourself, you can win a hun- between business and warfare. For Capture your market without destroying dred battles without a single loss.4 example, business competition and it. One of the most disturbing trends wars are confrontational activities, within the past few years has been with both businesses and armies taking place in the area of transla- ·

The ATA Chronicle n April 2011 15 Sun Tzu’s The Art of War and Business Continued tion project and contract bidding, with companies trying aggressively to “under bid” the competition. While this can win more business in the short term, Developing a sales and marketing strategy for it can also be damaging to the market as a whole in the long term. language services is not an easy task.

Avoid your competitor’s strength and take advantage of their weaknesses. If your company is particularly strong in companies and/or service providers Ability of the general(s)/leadership: one area, such as medical document with which it can form a symbiotic Leaders should possess wisdom, sin- translation, it would not be a wise move relationship, whether it is another LSP cerity, benevolence, courage, and for you to engage directly with a com- specializing in a different vertical strictness. They should be able to pany that specializes in another field. niche, or one that offers a service that make risky decisions without being Also, if your company is being outper- can be employed. One example would hasty or reckless, and should have the formed (defeated) in one regional be a teaming arrangement between a capability to delegate while at the market, why not consider another? In document translation provider and a same time knowing how to tolerate the digital age, translation providers are telephonic interpreting provider that employees’ unavoidable mistakes. no longer limited by geography. would like to offer collateral services to their existing client base. Climate and terrain: To be competitive, Use foreknowledge and evasive tactics a company has to capitalize on the var- to maximize the power of business Develop your character as a leader to ious changes in the economic and busi- intelligence. It is vital to know what maximize the employee potential. The ness environment and formulate its competitors are doing. How are they importance of having a loyal and moti- strategies accordingly. Furthermore, to marketing and selling their services? vated staff cannot be overstated, espe- cope with ever-changing situations, a What tools are they using? Are they cially in a service industry that relies company should maintain a high degree outsourcing overseas to keep contractor on its people. Working to become a of mobility and flexibility. For example, costs down? What are their goals? better leader/manager is a critical part when prices begin to drop, is the com- What is their pricing structure? Find of achieving this objective. pany’s resource management program out the answers to these questions, but able either to negotiate with current be careful not to divulge your own Here are some additional tips that resources or locate and integrate new, competitive advantage in the process. can be applied to an integrated man- less expensive resources quickly in agement (and sales and marketing) order to allow the company to bid more Use speed and preparation to over- strategy, based on some of Sun Tzu’s competitively in a timely manner? come the competition swiftly. It is core principles: vital for small businesses, which make Strengths and intelligence: A company up a significant portion of LSPs, to use Moral influence of leader(s): Managers should concentrate its strength on the their natural traits—such as the flexi- should endeavor to formulate a common most needed area and take advantage bility and ability to change strategic corporate goal to be shared by all of a competitor’s weakness. A com- course—to recognize and adjust early employees. Employees will then be pany can underplay its competitive to trends in the industry before the more likely to consider company affairs advantages in order to confuse the competition. This means being tapped as their own and be willing to make per- competition’s perception of its into the industry as a whole and sonal sacrifices when needed. This can strengths. Intelligence of one’s com- thinking “outside the box.” be done in the simplest manner by pro- petitors is a key component of any viding an annual strategic briefing to successful business strategy. Use alliances and strategic control staff members, where you let them know points in the industry to “shape” oppo- where the company is headed and how Respect for the Competition nents and make them conform to your everyone can contribute to achieve the While Sun Tzu spoke of military will. A company needs to find other company’s goals. tactics and strategy, dealing with the

16 The ATA Chronicle n April 2011 critical issues of war, life and death, strategies are carried out, and in what keting, as well as leadership strate- and survival and extinction, he left regard, is a decision each company gies. Looking to the tried and proven discussions on ethics and morals to and company owner must consider, methods of one of history’s greatest others, such as Confucius, Mencius, for the good of the business and the military strategists may be the way and Chuang-Tzu. That is not to say industry as a whole. to go. that ethical practices are not relevant The translation, interpreting, and to warfare, and by extension, busi- localization industry has undoubtedly Notes ness. In fact, it was Confucius who become more aggressive in terms of 1. Sun Tzu. The Art of War Deluxe stated, “What you do not wish for competition over the past several Hardcover Edition (El Paso Norte yourself, do not do unto others.” years. But, with the demand for these Press, 2009), 1-2. Therefore, even when employing an types of services continuing to grow aggressive business strategy, it is exponentially, there is still plenty of important to respect not only one’s the proverbial “pie” to go around. To 2. Kelly, Nataly, and Robert G. employees but one’s competitors as get one’s share may necessitate Stewart. The Language Services well. In the end, how any of these rethinking traditional sales and mar- Market: 2010, Common Sense Advisory (Lowell, Massachusetts: Common Sense Advisory, 2010), 5,10,11.

3. Translation and interpreting serv- 2011 Honors and Awards Now Open ices are listed by the U.S. General Services Administration (Language ATA presents annual and biennial awards to encourage, reward, and publicize outstanding Services – Schedule 738 II) at work done by both seasoned professionals and students of our craft. For complete entry www.gsa.gov/portal/content/104610. information and deadlines, visit: www.atanet.org/membership/honorsandawards.php. 4. Sun Tzu. op. cit., 18. Student Translation Award 5. McNeilly, Mark. Sun Tzu and the In 2011, ATA will award a grant-in-aid to a student for a literary or sci-tech translation or translation- Art of Business: Six Strategic related project. The project, which may be derived from any facet of translation studies, should result Principles for Managers (New York: in a project with post-grant applicability, such as a publication, a conference presentation, or teaching Oxford University Press, 2000). materials. Computerized materials are ineligible, as are dissertations and theses. Translations must be from a foreign language INTO ENGLISH. Previously untranslated works are preferred. The award, to be presented at ATA’s 52nd Annual Conference in Boston, Massachusetts (October 26- 29, 2011), is open to any graduate or undergraduate student, or group of students, attending an accredited college or university in the U.S. Preference will be given to students who have been or are currently enrolled in translator training programs. Students who have already published translations are ineligible. No individual student may submit more than one entry.

Applicants must complete an entry form and submit a project description not to exceed 500 words. NXT Transit – just what Detailed instructions and application forms are available at www.atanet.org/membership/honorsand you need, when you awards_student_form.php. The Student Translation Award consists of $500, a certificate of recogni- need it! tion, and up to $500 toward expenses for attending ATA’s 52nd Annual Conference (October 26-29, 2011). One or more certificates may also be awarded to runners-up.

Please send nominations to: Student Translation Award, Muriel Jérôme-O'Keeffe, President, American Foundation for Translation and Interpretation, Inc. c/o American Translators Association, 225 Reinekers Lane, Suite 590, Alexandria, VA 22314 or e-mail them to: [email protected].

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The ATA Chronicle n April 2011 17 Raising Awareness of the Profession: 2009-2010 School Outreach Participant Jisu Kim By Sonia Wichmann

Jisu Kim, a Korean interpreter and translator, became interested in the idea of educating young people For Kim, the most memorable part of her outreach about her profession after reading about ATA’s School Outreach experience was students’ interest in the profession Program. So when she was invited to and their excitement at discovering new ways present at the College of Staten Island High School for International Studies to use their language skills. last spring, she welcomed the oppor- tunity to share her knowledge and enthusiasm with the students. Kim’s photo on page 19, a runner-up in the 2009-2010 School Outreach Contest, one foreign language (Japanese, Creating Awareness shows her with some of the students Chinese, or Spanish at school and other For Kim, the most memorable part from her presentation at the school’s languages at home), so she was able to of her outreach experience was stu- first Annual Career Awareness involve them in role-playing and other dents’ interest in the profession and Seminar. hands-on exercises. their excitement at discovering new Kim began by asking the students ways to use their language skills. A Hands-On Experience to write and say simple phrases in one Although many had been encouraged At this seminar, juniors had the of the foreign languages they knew, a by their parents to study another lan- opportunity to choose from about a task that some of them found more guage, they had little idea of how they dozen in-depth workshops, many of challenging than they expected. She might actually use a foreign language which focused on such better-known then had students enact a courtroom in their future work. After her presen- career fields as emergency services or scenario, where they were assigned tation, Kim received thank-you notes law enforcement. Kim’s workshop different roles and given typical lines from students, and one young man introduced students with an interest in to translate. This exercise generated a even gave her his résumé, asking if foreign languages to career opportuni- good deal of excitement as the stu- she could help him get an internship. ties that they had not even realized dents tried to play their roles in “It was exciting to see students existed. She found a receptive audi- another language; they enjoyed the learn about the profession,” Kim said. ence at this public high school, where challenge, and many found they did “And even if they don’t become inter- students of diverse ethnic backgrounds quite well. After the exercise, Kim preters, they might become lawyers or focus on language study and interna- talked more about what she does in medical professionals, or work with tional exchanges as core parts of their her own work and about the skills and interpreters, so it’s important for them high school education. Students in training required to be a professional to know about the profession and Kim’s two sessions all spoke at least interpreter or translator. what interpreters do.”

18 The ATA Chronicle n April 2011 2010 School Outreach participant Jisu Kim worked with students at the College of Staten Island High School for International Studies in Staten Island, New York, in March 2010.

Kim has been a freelance interpreter groups, the information technology addition, she currently serves as the and translator since 1994, specializing in industry, and government agencies. editor of Hangul Herald, the interpreting and translation for federal/ She is a certified court interpreter in newsletter of ATA’s Korean Language state/municipal courts, law firms, New York State and a contract trans- Division. financial institutions, entertainment lator for the U.S. State Department. In

2010-2011 ATA School Outreach Contest

Make a School Outreach presentation this year, and you could win free registration to ATA’s 52nd Annual Conference in Boston, Massachusetts, October 26-29, 2011. Here’s how to enter. 1. Visit ATA’s School Outreach Resource Center at www.atanet.org/careers/school_outreach.php and click on Presentation Resource Materials. 2. Choose the age level you like the best and download a presentation, or use the resources on the School Outreach page to round out your own material. 3. Speak on translation and/or interpreting careers at a school or university anywhere in the world between August 1, 2010 and July 18, 2011. 4. Get someone to take a picture of you in the classroom. For tips on getting a winning shot, visit the School Outreach Photo Gallery on ATA’s website at www.atanet.org/ata_school/photo_gallery.php and click on Photo Guidelines.

5. E-mail your photo to Meghan McCallum ([email protected]) with the subject line “School Outreach Contest,” or mail your entry to ATA, 225 Reinekers Lane, Suite 590, Alexandria, VA 22314. Please include: your name and contact information; the date of your presentation; the school’s name and location; and a brief description of the class. You may submit multiple entries.

The deadline for submissions is midnight on July 18, 2011. The winner will be contacted no later than August 19, 2011. You must be a member of ATA or an ATA-affiliated organization to enter.

The ATA Chronicle n April 2011 19 My Mother Tongue By Tony Beckwith

(The following was originally published in the summer 2010 issue of Source, the newsletter of ATA’s Literary Division.) The English we speak today is a descendant of the We all have a mother tongue. language brought to the British Isles. Mine is the English that my grandpar- ents brought with them from Great Britain when they settled in Argentina about a hundred years ago. I am cer- The roots of the English language reveal nothing about the language tainly not alone. Statistics vary but, can be traced to a succession of they spoke. Such northbound migra- worldwide, those whose first language migrations and conquests that took tions presumably became more diffi- is English would seem to number place a long time ago in the area we cult when the region broke away from between 350 and 400 million. The now call the British Isles. The earliest the continent around 6500 BC and total is much higher if non-native known inhabitant of the region was formed the islands we know today. speakers are included, which makes Paleolithic Man, who roamed the Neolithic Man appeared in the area English one of the most widely spoken northwest corner of Europe as the Ice around 5000 BC. This race of people languages on Earth. But, what exactly Age receded and lived in what would came north from the Mediterranean, is English? Where did it originate? eventually be Great Britain. Very little bringing with them a rudimentary How did it start? To answer these is known about those hunter-gath- form of agriculture and domesticated questions we must travel back in time. erers, and the bones they left behind animals. They left no record of their

20 The ATA Chronicle n April 2011 language, although some think it may the north and keeping military detach- the Saxons established kingdoms, and be related to the mysterious tongue ments along the troublesome borders. by the middle of the 9th century, spoken by the Basques living in the Thus began a new era in the nas- Saxon leaders were acknowledged as Pyrenees in northern Spain. On the cent history of the Britons as they kings of all England. other hand, they did leave monuments adapted to life in a Roman province. By the first millennium AD, the like Stonehenge, which are just as Latin was the language of the ruling country was called Englaland, which mysterious. elite and in time was also spoken by meant “land of the Angles.” The the upper echelons of society. But it Germanic tribes that had settled there The Celts did not replace Celtic—the common were referred to as the Angelcynn The Celts were a race of people language of the people as a whole— (“Angle-kin” or Angles race), and the whose influence was felt throughout which continued to be widely used language they spoke was known as Europe and as far to the east as throughout the entire Roman period. Englisc, which was derived from Greece and Asia Minor during the “Engle,” the Old English version of first millennium BC. They apparently The Germanic Tribes Angles. The English we speak today began crossing the water and settling As the Roman Empire began to is therefore a descendant of the lan- in what we now call the British Isles decline in the early 5th century AD, it guage brought to the British Isles in about the 7th century BC. They retracted its long tentacles from dis- around fifteen hundred years ago by brought with them a version of the tant provinces, and the legions were those tribes, who spoke a West Indo-European language that evolved withdrawn from Britannia. Into the German dialect of the Indo-European into the Celtic that is still spoken in vacuum they left behind came a new family of languages. certain areas to this day. These clans, invader that would change the islands But that isn’t the end of the story. closely related to the Gauls of forever and lay the foundations of the Not by a long shot. Since the arrival northern Europe, conquered and language that would define the of the Jutes, the Angles, and the absorbed the earlier settlers of the Britons down to the present day. Saxons, the language has evolved islands and became the established Under the protective rule of the through three main periods, dated inhabitants that Rome would subse- Romans, the Celts had lost some of approximately as follows: Old quently refer to as the Britons. their warlike nature and were now English (450-1150), Middle English vulnerable to the new threat looming (1150-1500), and Modern English The Romans in the east. Around the year 450, (1500 to the present). In 55 BC, Julius Caesar was con- Germanic tribes started arriving from ducting his Gallic Wars and invaded present-day Denmark and the The Christians Britannia for the first time. The Celts, Netherlands. Three tribes—the Jutes, Christianity was first brought to who were in no mood to be con- the Angles, and the Saxons—came in the British Isles around AD 200 quered, fought back con brio and sent successive waves and settled mainly during the Roman period, but the the Romans home to the continent in the southeastern part of the island. Anglo-Saxon invasion reversed much empty-handed. But the setback was To a greater extent than the Romans of that process in southern and eastern only temporary, and a subsequent before them, they forced the Celts out England. The re-Christianization of invasion in AD 43 established a of their lands and towns, and margin- the area began in the latter part of the Roman province on the island that alized them from the mainstream of 6th century when Augustine, the first lasted for nearly four hundred years. their own country. The Celtic lan- Archbishop of Canterbury, took Roman influence gradually spread, guage was relegated to the fringes of office. Since the church enjoyed an forcing the rebellious Celts to take this new society, and Latin was no almost total monopoly on literacy at refuge in the highlands of the north longer used widely. The difference that time, it was involved in a far and west. It was as difficult then as it this time was that the Romans had broader range of functions than we is today to flush insurgents out of always been an occupying power, might expect today. The church oper- mountain hideouts, so the Romans subject to the recall that eventually ated as a civil service and was respon- contented themselves with ruling the withdrew them from their Britannic sible for legal documents, education, bulk of the southeastern region, province. But the newcomers were and social services. Even the treasury building the famous Hadrian’s Wall in there to stay. In time, the Angles and was run by the church. As a ·

The ATA Chronicle n April 2011 21 My Mother Tongue Continued result, there was a renewed influx of vacuum in government and the church tions that were grafted onto the core Latin words that were absorbed into was filled by the Normans. So once Anglo-Saxon language. For example, the language, but since they were pri- again, as had happened during the we can say “fire,” “flame,” or “con- marily concerned with religion, Roman period, the ruling elite spoke a flagration.” And we can “ask,” “ques- learning, the law, and public adminis- foreign language. This was surely an tion,” or “interrogate.” tration, these borrowings did not excellent time to be a translator living This period also saw an influx of directly affect the common man to in London! Through intermarriage, words from the languages of the Low any significant degree. and for political and other reasons of Countries—Flemish, Dutch, and Low expediency, many English men and German—due to the close contact The Vikings women soon began to speak French, between the Britons and the people of The Viking Age spanned the late and it was not long before the distinc- Flanders, Holland, and northern 8th through the 11th centuries, during tion between speakers of the two lan- Germany. But all these changes and which time the seafaring Danes raided guages was social rather than ethnic. additions must be kept in perspective. and invaded eastern portions of the The bulk of the population spoke Though the evolving incarnations bor- British Isles. The latter part of this what was steadily developing into rowed heavily from other languages— period brought widespread Viking Modern English, but the ruling classes creating an ever greater flexibility of settlement and a significant influence on the local vocabulary, and for a while England was ruled by Danish kings. The Vikings spoke Old Norse, The Norman Conquest of 1066 had a greater influence which was related to Old English since both were descended from the on the English language than any other same Germanic roots. Words, myths, and legends were absorbed into the event in its history. Anglo-Saxon language and culture over a number of generations.

The Normans spoke French. There was inevitably expression—and were influenced by The Norman Conquest of 1066 had some overlap and a much closer rela- foreign grammar and syntax to a greater influence on the English lan- tionship with the continent, both of varying degrees, the ultimate version guage than any other event in its his- which had a profound effect on the was a Modern English whose essential tory. Originally from Scandinavia, grammar and vocabulary of the host features were inherited from the these conquerors had settled in language. During this period, many Germanic dialects of those who came northern France in the 9th and 10th Old English words were discarded to England in the 5th century. centuries and had become totally and replaced with French and Latin assimilated. By the time of the inva- ones that were borrowed to express The Modern Era sion, Normandy was essentially new concepts in government, religion, By the middle of the 13th century French, and the Normans were among the law, military matters, fashion, cui- France’s grip on England had weak- the most civilized and sophisticated sine, social life, art, learning, and ened, and political and economic real- people in Europe. medicine. It is interesting to note that ities were forcing many of the rich and When the Normans arrived in of the thousands of French words that powerful—who had grown accus- England, they vanquished King entered the language during this tomed to treating the two countries as Harold and his Anglo-Saxons at the phase, some 75% are still in use today, one—to choose whether to remain in Battle of Hastings and assumed con- albeit in altered forms. As a result of England or settle permanently in trol of the country for the next two these borrowings, modern English is France. These circumstances led to a centuries. The vast majority of the richly endowed with synonyms. In resurgence of English throughout the English aristocracy either died on the many cases, we can choose from three land, and by the 14th century it was battlefield or was subsequently exe- alternative words thanks to the sub- once again the common language cuted or exiled, and the power stantial French and Latin contribu- proudly spoken by all—rich man, poor

22 The ATA Chronicle n April 2011 man, beggar man, thief. This in turn directly influenced the development of a evolving for a thousand years. And then fueled a demand for English literature, standardized form of English: the one day the Mayflower set sail for which reached unprecedented heights printing press, the rise of popular educa- America and opened the door to a in the works of some of the greatest tion, greater communication, and an whole new chapter in the evolution of writers in the English language, for early form of social conscience. In the English language. But that’s example, Chaucer (1343-1400) and response to the changing times, English another story. Shakespeare (1564-1616). kept evolving, as any living language is As political and economic ties to doing constantly, and was hungrily Acknowledgements: I am indebted to France unraveled and England settled absorbing words from Greek, Italian, Albert C. Baugh and Thomas Cable into its newfound independence, the and Spanish, as well as the perennial for their book A History of the English language coalesced into four main favorite sources, French and Latin. Language, from which many histor- dialects, one for each of the major It was not long before the colonial ical facts and insights have been regions of the country. In time, a need era began and England became a major drawn. Those interested in further arose for a standardized version world power. As the British Navy set research might consider exploring the and—just as standard French was out to rule the waves in an early version extensive linguistic works by David based on the Parisian dialect and of globalization, trade flourished and Crystal, Bill Bryson, and many other Castilian became the dominant form commodities from distant lands were writers too numerous to mention. of Spanish—the basis for Standard imported for consumption in the British English was the dialect spoken in and Isles. Along with raw material and Baugh, Albert C., and Thomas Cable. around London. exotic delicacies from the far corners of A History of the English Language, As the Renaissance spread across the Empire came new words to season 5th Edition (Prentice Hall, 2001). Europe, new factors came into play that and enrich the language that had been

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The ATA Chronicle n April 2011 23 Finance for the Life of Your Language Services Business By Memuna Williams

This article is not intended to consti- our businesses through the prism of projections and budget and cash flow tute legal, financial, or other business finance will help us start, manage, grow, analysis). An excellent place to get advice. Each individual or company and exit better businesses over the long started is the website of the Small should make its own independent run. I have also learned that in order to Business Administration, which con- business decisions and consult its achieve our goals, we need a plan for tains sample templates for writing a own legal, financial, or other advisors growth and a consistent and reliable thorough plan.1 as app ropriate. system for recording and analyzing our Ultimately, a business plan should companies’ financial information. answer such questions as:

The professor of my first finance Finance at Start-Up: • What do you want to do? course in business school told the class The Business Plan • How realistic is the plan given the that finance was the subject that would The foundation for most companies competitive environment and the help us, as future managers, add the is a business plan. Business schools size of your market? most value to our companies. I greeted teach students how to create them, • What employees will you need to his assertion with skepticism, since I business literature is replete with ref- hire for the business? wondered whether intangibles such as erences to them, and bankers, finan- • What training will you need to pro- the quality of a company’s offerings, ciers, and business counselors often vide employees? company culture, or how a company want to see them. There is no single • How much money can you con- treats its people were not better meas- formula for a successful business plan, tribute to start the business? ures of value creation. but it should contain sections • How much money will you need I have since learned that finance is describing the business, its marketing to borrow? needed at start-up, during the life of the strategy, potential competition, oper- • In what form do you need the funds? business, and even at exit. Language ating procedures, an executive sum- • When will you be able to repay the services companies are no different from mary (statement of the business’s money borrowed? other businesses in this respect. Viewing purpose), and financial data (including • What documents will you need to

24 The ATA Chronicle n April 2011 A business plan is critical because it helps you analyze provide to your lender? • How much will each of these and organize decisions to see how they relate to the strategic operating decisions cost? goals you are trying to achieve. As a language services profes- sional, it is important for you to have a plan. Why? Because at some point during the life of your business you perennial and vexatious question of something can be done about them will likely be asked by outside stake- how much to charge for language before they occur. Let’s use a sample holders to provide at least some of the services can be addressed through the freelance translation business to information outlined in the questions business planning process by looking demonstrate how to set up a proper above, and you need a way to present at actual costs and such factors as the cash flow statement. (Please note that it in a succinct manner. More impor- target market and the business’s cor- the numbers provided in the sample tantly, a business plan is critical responding position in the market- forms in this article are not meant to be because it helps you analyze and place. As the details for the business exact. They serve merely as examples organize decisions to see how they plan are completed, the financial to show you a possible way of organ- relate to the goals you are trying to implications for each of its compo- izing and tracking information.) achieve. A business plan will also help nents are summarized. These sum- you understand the financial implica- maries will then be used to compile Sales Forecast tions for each decision, including the financial sections of the plan The cash flow projection starts what type of business structure you outlining projections and budget with the sales forecast. Everything choose to adopt (e.g., sole proprietor- information. Business planning assis- else flows from there. ship or S corporation), where you tance and resources are available Figure 1 on page 26 shows that the want to locate the business, and what through the Service Corps of Retired owner of this freelance business is products and services you wish to Executives (SCORE) and the Small planning to have four income streams provide. For example, accountants Business Administration.3 (translation, revision, interpreting, might tell you that choosing to be a and project management), and expects sole proprietor exposes you to a Finance at Start-Up: Projections variability in the amount of words higher tax rate and makes you person- Once the initial sections describing translated and the number of hours ally liable for business debts. They the business are complete, it is time to spent on hourly functions. For each might also point out that an S corpo- develop the financial sections of the income stream, the number of units ration can be more expensive than business plan. Compiling financial sold, the unit price, and total sales are other types of businesses to set up. data for your company is as much an estimated. (A sales forecast for an However, as the owner of an S corpo- art as a science. The art is in deciding agency will likely show additional ration, you will be taxed only once on what you want the financials to income streams and very different your personal returns (at a lower rate reflect. The science is in ensuring that numbers.) than the sole proprietor) and will not the information is as realistic as pos- The assumptions underlying these be personally liable for debts incurred sible by researching what items cost estimates should be stated clearly in the by the business. (More information on or finding industry comparables. business plan. For example, the assump- the two types of corporations can be Developing the financials starts tions for this business include the found on the website of the Internal with the assembly of a cash flow number of business days in particular Revenue Service.2) statement. As stated in Small Busi - months, the number of actual working A business needs to be viewed like ness Management: A Framework for hours in a business day, and the per- any other investment from which a Success, by Charles Bamford and centage of time spent on each activity. return should be expected for the risk Garry Bruton, the cash flow statement, Initially, you might find such projections being taken. As such, planning the or cash budget, is the most vital docu- difficult to make because you might not business with a critical eye on ment for establishing proper financial know from which areas of the business finances will help determine whether health for a small business.4 This state- to draw the information. However, the it meets this test. In addition, the ment helps anticipate cash shortages so marketing research, analysis, and ·

The ATA Chronicle n April 2011 25 Figure 1: Sales Forecast Months Jan Feb Mar Total Translation Finance for the Life of Your Language Units Sold: Words 7,800 9,880 14,300 Services Business Continued Unit Price: Cents/Word $0.15 $0.15 $0.15 Total Sales $1,170 $1,482 $2,145 $4,797 summary sections you compiled earlier Revision in the business plan should make Units Sold: Hours 16 20 29 coming up with realistic estimates Unit Price: Hourly Fee $40 $40 $40 easier. Total Sales $640 $800 $1,160 $2,600 Interpreting Start-Up and Operating Costs Units Sold: Hours 16 20 29 After sales are forecast, the start- Unit Price: Hourly Fee $40 $40 $40 up and operating costs can be esti- Total Sales $640 $800 $1,160 $2,600 mated. Start-up costs are one-time Project Management expenditures the business will incur to Units Sold: Hours 16 20 29 get off the ground. Operating costs are Unit Price: Hourly Fee $40 $40 $40 the expenditures the business owner will incur to run the business month to Total Sales $640 $800 $1,160 $2,600 month. (See Figures 2a and 2b.) Total-All Service Sales $3,090 $3,882 $5,625 $12,597

Cash Flow Statement Figure 2a: Start-Up Costs The next step is to consolidate the Months Jan Feb March Total sales, start-up costs, and total expenses into two cash flow state- Computer $1,200 0 0 $1,200 ments. The first statement will show Laptop $1,500 0 0 $1,500 the income and expenses over a cer- All-in-one Printer $ 800 0 0 $ 800 tain period, without equity or debt Cell Phone $ 300 0 0 $ 300 investment information. (See Figure 3 Air Card $ 300 0 0 $ 300 on page 27.) This first statement is CAT Tool $1,000 0 0 $1,000 critical because it will enable you to see anticipated low cash points, which Quickbooks $ 900 0 0 $ 900 in turn will help determine how much Adobe Professional $ 900 0 0 $ 900 of an initial investment will be needed Total $6,900 0 0 $6,900 for the business. The second cash flow statement presented in Figure 4 on page 27 shows the same scenario, Figure 2b: Operating Costs only this time the equity and/or debt Months Jan Feb Mar Total investment is included. (Equity and Labor debt will be addressed in the next sec- Salaries and Wages $1,386 $1,386 $1,386 $4,158 tion.) The cash flow statement is a great Payroll Taxes $ 396 $ 396 $ 396 $1,188 way to start a language services busi- Total Labor Expenses $1,782 $1,782 $1,782 $5,346 ness on healthy financial footing. The Non-Labor cash flow statement analysis can Telephone $210 $210 $210 $630 be complemented with break-even analysis to give you an idea of the level Internet $105 $105 $105 $315 of sales or length of time needed to Advertising $168 $168 $168 $504 cover all costs and make a profit. The Insurance 0 0 $252 $252 analysis can be extended further by Legal 0 $378 0 $378 including such factors as harvesting Gas $ 25 $ 25 $ 25 $ 75 cash and exiting the business.5 This level of analysis helps provide a long- Supplies $ 19 $ 19 $ 19 $ 57 term view of the business, allows the Loan $126 $126 $126 $378 business to be contemplated as a risk- Total Non-Labor $653 $1,031 $905 $2,589

26 The ATA Chronicle n April 2011 Figure 3: Cash Flow Statement (Without Equity or Debt Investment)

Months Jan Feb Mar Total Total-All Service Sales $3,090 $3,882 $5,625 $12,597

Total Start-Up Costs $6,900 $6,900 mine how much of an investment is needed for the new business. It is rec- Total Labor Expenses $1,782 $1,782 $1,782 $5,346 ommended that at least one and a half Total Non-Labor Expenses $ 653 $1,031 $ 905 $2,589 times the amount estimated to start Total Disbursements $9,335 $2,813 $2,687 $14,835 the business be requested. This is because costs are almost always greater than expected, even with Beginning Balance $ – ($6,245) ($5,176) careful analysis. Equity Investment The next question facing you as a business owner is whether to obtain Loans the investment in the form of equity Net Cash Flow ($6,245) $1,069 $2,938 ($2,238) or debt. Equity is funding that does not need to be repaid, but gives con- Ending Balance ($6,245) ($5,176) ($2,238) ($2,238) tributors a stake in the business. Equity can be provided by the Figure 4: Cash Flow Statement (With Equity or Debt Investment) founders, other companies, venture capitalists, and angel investors.6 Debt Months Jan Feb Mar Total is funding that results in an obligation Total-All Service Sales $3,090 $3,882 $5,625 $12,597 to repay or return an asset (usually money). Sources of debt include loans from banks, finance companies, indi- Total Start-Up Costs $6,900 $ 6,900 viduals and founders, credit cards, Total Labor Expenses $1,782 $1,782 $1,782 $ 5,346 and supplier credit. Sources of funding include leasing and fac- Total Non-Labor Expenses $ 653 $1,031 $ 905 $ 2,589 toring.7 When deciding which form of Total Disbursements $9,335 $2,813 $2,687 $14,835 financing to choose, you should con- sider how much control you want others to have in the business, how Beginning Balance $ – $3,755 $4,824 much interest you are willing to pay, Equity Investment $3,300 $3,300 and how you will maintain a healthy Loans $6,700 $6,700 cash flow. Net Cash Flow ($6,245) $1,069 $2,938 ($2,238) Pro-Forma Financial Statements Ending Balance $3,755 $4,824 $7,762 $7,762 After a decision has been made about where to obtain the money for the business, all the information to return investment, and forces considera- important questions, but even more prepare pro-forma (forecast) financial tion of valuation of the business. Exit important is the question of how to statements is ready. A balance sheet and harvest data can be analyzed reach the desired level of sales. showing what the company owns through such methods as discounted (Successful sales can be the most diffi- and who owns it and an income state- cash flow and asset-based valuation. cult task for a new business.) Extensive ment showing anticipated income The final step, a sensitivity analysis, analysis of the cash flow statement will expenses and profit are the two key added to the initial assumptions and help business owners work through financial statements to be prepared. forecast made earlier in the plan, will these types of issues. (See Figures 5 and 6.) These state- help ensure that the projections are as ments can be used to measure the accurate as possible. For instance, what Equity or Debt? company’s anticipated liquidity, if sales are lower than expected? What All the information compiled up to activity, leverage, and profitability. if they are higher? These are very this point can now be used to deter- You should use the information con- ·

The ATA Chronicle n April 2011 27 Finance for the Life of Your Language Services Business Continued tained in these statements to assess Figure 5: Income Statement your business’s performance periodi- Sample Translation Business cally. for the period ended March 31, 2009 Running the Business Through Months Jan Feb Mar Total Finance: Management and Growth Sales $3,090 $3,882 $5,625 $12,597 With the business up and running according to plan, it is vital that you Gross Profit $3,090 $3,882 $5,625 $12,597 implement and maintain a thorough system to keep your financial records in Expenses order. Maintaining good records Computer $1,200 $1,200 includes designing the accounting Laptop $1,500 $1,500 system and systematically recording All-in-one Printer $ 800 $ 800 regular transactions such as invoices, Cell Phone $ 300 $ 300 checks, receipts, and bank reconcilia- Air Card $ 300 $ 300 tions. Additional steps include planning CAT Tool $1,000 $1,000 and preparing income tax returns and Quickbooks $ 900 $ 900 maintaining a budgeting system to Adobe Professional $ 900 $ 900 monitor performance. Regardless of whether you do all of this yourself by Salaries and Wages $1,386 $1,386 $1,386 $4,158 using accounting software or hire an Payroll Taxes $ 396 $ 396 $ 396 $1,188 accountant, you will still need some Telephone $ 210 $ 210 $ 210 $ 630 basic accounting knowledge. Internet $ 105 $ 105 $ 105 $ 315 Cash flow management starts with Advertising $ 168 $ 168 $ 168 $ 504 managing projects as efficiently as pos- Insurance $ 252 $ 252 sible. The faster a project is completed, Legal $ 378 $ 378 the faster the company can bill for it. Gas $ 25 $ 25 $ 25 $ 75 Speed must be balanced with quality to Supplies $ 19 $ 19 $ 19 $ 57 ensure that clients return with more Loan Repayment $ 126 $ 126 $ 126 $ 378 business. One method of creating an Total Expenses $9,335 $2,813 $2,687 $14,835 incentive for customers to pay sooner is to consider giving an early payment dis- count. Faster billing and receipts means Income Before Taxes ($6,245) $1,069 $2,938 ($2,238) cash in hand to pay bills on time. This in turn helps ensure that the business does Taxes not run out of cash and can continue as a going concern. It also helps the busi- Net Income ($6,245) $1,069 $2,938 ($2,238) ness to maintain a good credit rating and remain in good standing with creditors. As a business owner, you need to Finance at Start-Up…and Beyond much easier to learn how to use stay informed to prevent bad actors By the end of business school, I finance to build valuable companies. from harming the business. You must had come around to my finance pro- also stay up to date with legal and finan- fessor’s way of thinking. Finance Notes cial requirements to ensure that you truly is indispensible to the life of a 1. Small Business Administration have the information needed to run the business. The experiences I am Business Plan Template, www.sba. business and keep track of collections. gaining in my business every day con- gov/content/templates-writing- Maintaining excellent financial records vince me of that point of view. With business-plan. will put the business in a good position access to reputable online resources for future growth or exit. such as the IRS and SCORE, it is now 2. S corporations are corporations that

28 The ATA Chronicle n April 2011 Figure 6: Balance Sheet BALANCE SHEET March 31, 2009 ASSETS LIABILITIES Current Assets Current Liabilities Cash $7,762 Accounts Payable Accounts Receivable Short-Term Notes are responsible for tax on certain (Less Doubtful Accounts) Current Portion of Long-Term Notes $1,517 built-in gains and passive income Inventory Interest Payable (www.irs.gov/businesses/small/ Temporary Investment Taxes Payable $396 article/0,,id=98263,00.html). Prepaid Expenses $252 Accrued Payroll $1,386 3. The SCORE website can be found Total Current Assets $8,014 Total Current Liabilities $3,299 at www.score.org/index.html. Fixed Assets Long-Term Liabilities Long-Term Investments Mortgage 4. Bamford, Charles E., and Garry D. Land Other Long-Term Liabilities $6,700 Bruton. Small Business Manage- Buildings Total Long-Term Liabilities $6,700 ment: A Framework for Success (Less Accumulated Depreciation) (Mason, Ohio: Thomson/South- Plant and Equipment $6,900 Western, 2006). (Less Accumulated Depreciation) Shareholders’ Equity Furniture and Fixtures Capital Stock $3,300 5. Extracting, or harvesting, cash from (Less Accumulated Depreciation) Retained Earnings $1,615 a business involves limiting the Total Net Fixed Assets $6,900 Total Shareholders’ Equity $4,915 amount of new money that is com- mitted. For example, a cereal manu- facturer may limit advertising for a TOTAL ASSETS $14,914 TOTAL LIABILITIES & EQUITY $14,914 particular brand that appears to offer little opportunity for sales growth. Rather, the firm harvests cash from the brand (referred to as a “cash cow”) in order to have funds avail- able for more promising brands.

Related Links 6. An angel investor (also known as a business angel or informal investor) Small Business Administration is an individual who provides cap- Business Plan Template ital for a business start-up, usually www.sba.gov/content/templates-writing-business-plan in exchange for convertible debt or ownership equity. Internal Revenue Service www.irs.gov/businesses/small/article/0,,id=98263,00.html 7. Factoring is the practice of pur- chasing and collecting accounts Score receivable or advancing cash on www.score.org/index.html the basis of accounts receivable. Tax Information www.sba.gov/content/getting-your-small-business-ready-tax-season Don’t Miss

ATA’s 52nd Annual Conference elect to pass corporate income, losses, losses on their personal tax returns deductions, and credit through to their and are assessed tax at their individual Boston, Massachusetts shareholders for federal tax purposes. income tax rates. This allows S cor- October 26-29, 2011 Shareholders of S corporations report porations to avoid double taxation on www.atanet.org/conf/2011 the flow-through of income and corporate income. S corporations

The ATA Chronicle n April 2011 29 Judy Jenner is a Spanish and German translator in Las Vegas, Nevada, where she runs Twin Translations with her twin sister. She is also the The Entrepreneurial Linguist Judy Jenner vice-president of the Nevada Interpreters and judy.jenner@ Translators Association. She hosts the popular entrepreneurial translation blog, Translation Times linguist.com (www.translationtimes.blogspot.com). You can

Photo by Ulf Buchholz Ready for Court also find her at www.entrepreneuriallinguist.com.

If you read the November/ December the new medical interpreter certifica- too. You really do not know how you issue, you might remember that I wrote tion and language-proficiency exams): did until you record yourself. about my recent experience going through the Spanish-language court Purchase relevant material. There is Get honest feedback. Meet with col- interpreter certification process in really no way around buying profes- leagues and ask for their honest feed- Nevada. At the end of last year, I sional test-prep material, especially for back. You want to surround yourself received some good news from the the court certification. My favorites are with people who have the ability to Administrative Office of the Courts of the ACEBO books and practice CDs, evaluate your performance and who the Supreme Court of Nevada: I passed published by court interpreting guru and will tell you the truth, even if it is not the written exam. This news was made Monterey Institute professor Holly what you would like to hear. even sweeter when I discovered that I Mikkelson. You can purchase the passed all exams (written and all sec- Spanish-language material at http:/acebo. Build vocabulary lists. If you do not tions of the oral exam) at the master com/sprods.htm. know what a sidebar conference is, look level. Earlier this year, I received my it up, and look up the translation, too. very official-looking court interpreter Start early. Improving your inter- Make vocabulary spreadsheets and badge, and I've been putting it to preting skills is a long-term process. review them frequently. good use. Make a commitment to dedicate a cer- Recently, I have been receiving tain amount of time to it every day (or Be humble. If you do not pass, it does many questions about preparing for every week). I practiced simultaneous not necessarily mean you are not a interpreting exams. The following interpreting with my CDs in the car good interpreter (although it might). advice is not limited to court inter- while driving. If this is too distracting Perhaps you get very nervous during preter exams, but is applicable equally for you, try another approach. testing? You can improve your skills to any interpreting exams (including by doing mock tests. If your scores Record yourself. I bought my digital are not even in the ballpark of passing, voice recorder for less than $30, and it then it is time to take a hard look at is my new best friend. Many times, I your skills. Yahoo! Business would feel that I was doing quite Discussion Group poorly during an interpreting segment, If you are preparing for an exam, I but when I listened to it and graded wish you the best of luck. By ATA members can discuss business issues online myself, my performance was actually preparing ahead of time, you should at the following Yahoo! group: quite strong. The opposite was true, be all set when the exam rolls around. http://finance.groups.yahoo.com/ You can do it! group/ata_business_practices. You will need to register with Yahoo! (at no charge) if you have not already done so, and provide This column is not intended to constitute legal, financial, or other business advice. Each your full name and ATA member number in individual or company should make its own independent business decisions and consult order to join the group. its own legal, financial, or other advisors as appropriate. The views expressed here are not necessarily those of ATA or its Board of Directors. Ideas and questions should be directed to [email protected].

Translation getting it right Translation: Getting it Right Translation: Getting it Right is an ATA client education booklet available in print “By applying even half the tips in this guide, and online. ATA members can order up to

A guide to buying translations you will improve your chances of getting 100 copies at no cost. To download a PDF a translation that works.” copy of this booklet, visit www.atanet.org.

american translators association

30 The ATA Chronicle n April 2011 Internet blogs are rich sources of information for translators and interpreters. They allow users to post questions, exchange ideas, network, and read news Blog Trekker When your external and commentary on a specific subject. The topics featured in this column are actual blog postings disks are not concerning issues pertinent to your colleagues in the field today. For more blog listings, visit willing to go www.atanet.org/careers/blog_trekker.php. to bed...

(Posted February 24, 2011 on Mac Sleep, and Shut Down Buttons” simply put the system to sleep the for Translators, http://mac4translators. box is checked. “old” way (either by selecting “Sleep” blogspot.com.) from the Apple menu or by using the Now, when you want to put the automation settings in “Energy Saver”) We had been having prob- whole system to sleep, the solution is: and then tried to wake it up in the lems with our iMacs’ bedtime in the morning, I would have what looked office pretty much since we started 1. Click on the “Fast User Switch” like system freezes. These freezes using them. At night, they seemed to menu (top right of your screen). sounded (yes, actually “sounded”) refuse to fall asleep. related to the external hard disk We tried all the possible settings pro- 2. Select the “Login Window...” activity. With the new system, I have vided by the OSX interface, but nothing had only one case of “freeze” in the worked. That is, until I realized that the 3. Press “Sleep” past few weeks, and it still looks as if it problems seemed to be related to the might be related to the external disk external backup disks attached to them. Et voilà! My guess is that the sleep behavior. We use LaCie and Western Digital, option from the login window actu- In any case, this system seems to both with a 1TB capacity, respectively ally unmounts the hard disks and be allowing our Macs to spend the connected to a first generation 24- leaves them inactive until you enter entire night sleeping and not strug- inch Intel iMac and to a before-the- your account again. gling with hectic external disks. latest generation 27-inch iMac. Here As a side note, those sleep problems was the problem: had an additional disturbing side effect on our computers. When I would 1. The Sleep settings did not work for the hard disks.

2. Manually unmounting the disks seemed to solve the issue, but 2011 Honors and Awards Now Open mounting them back was another ATA presents annual and biennial awards to encourage, reward, and publicize outstanding matter. work done by both seasoned professionals and students of our craft. For complete entry information and deadlines, visit: www.atanet.org/membership/honorsandawards.php. 3. OSX seemed to unmount the disks when I logged out from the Alexander Gode Medal Apple menu, but when I logged back in I had to restart all The Alexander Gode Medal, ATA’s most prestigious award, is presented to an individual or institution for out- my applications. standing service to the translation and interpreting professions. This award may be given annually. Individuals or institutions nominated do not have to be members of ATA; however, a history of constructive I have found a solution that requires relations with ATA and the language professions in general is desirable. Nominees do not have to be U.S. citizens. the use of the “Fast User Switch” Nominations are welcome from past recipients of the Gode Medal and the ATA membership at large. A menu. The settings are as follows: sufficiently detailed description of the individual or institution’s record of service to the translation and/or interpreting professions should be included as part of the nomination. Petitions and letter campaigns are 1. Go to “System Preferences > not encouraged. The award includes the Gode Medal, complimentary registration to ATA’s 52nd Annual Confer- Accounts.” ence in Boston, Massachusetts (October 26-29, 2011), transportation to and from the conference, and up to four nights’ lodging at the conference hotel. 2. Check “Show Fast User Switch Menu As” and choose the option Please send nominations to: Alexander Gode Medal, Lois Feuerle, Chair, ATA Honors and Awards you prefer. Committee, American Translators Association, 225 Reinekers Lane, Suite 590, Alexandria, VA 22314 or e-mail them to: [email protected]. 3. Make sure the “Show the Restart,

The ATA Chronicle n April 2011 31 The GeekSpeak column has two goals: to inform the community about technological advances and at the same time encourage the use and appreciation of technology among translation pro- GeekSpeak Jost Zetzsche fessionals. Jost also publishes a free technical newsletter for [email protected] translators (www.internationalwriters.com/toolkit). Cultural Rifts

I have written before about the strange phenomenon surrounding translators of open-source material, Virtually none of the tools used by open-source who, though by most accounts often translators are used by commercial translators, very technical, have no technology intersection with their commercial and vice versa. (and often much less technically inclined) counterparts. Virtually none of the tools used by open-source trans- lators are used by commercial transla- when I had to document that particular no terminology components, etc.). tors, and vice versa. There are filter. I had never seen a file like that, There are some things that can be exceptions, of course. The open-source nor did I know what the files were done very well with it. One is to turn translation environment tool (TEnT) even good for! Fortunately, one of the .pot files (the template files that are OmegaT, built mostly for and by pro- few translators who “lives in both directly derived from the software) fessional commercial translators, is worlds” took me under his wing, sent into the bilingual .po files, and the used by some open-source translators, me sample files, and explained to me other is to compile the translated .po and there are a handful of commercial what the files were about. Eight or nine file in its compiled .mo version—both translators using tools like Virtaal, years later, I now have to work in proj- extremely welcome features when you Pootle, and Poedit. But the crossover is ects based on .po files—something that receive .pot files and are asked to the exception rather than the rule. is becoming increasingly popular, deliver translated .mo files. There are reasons for this discrep- especially in newly released software As far as translation goes, it is inter- ancy. First, the commercial TEnTs are, products with developers who origi- esting for experience’s sake to take on well, commercial, pricey, and therefore nally came from the open-source one small project in Poedit, but you not accessible for the mostly volunteer corner. will want to go back to your good old open-source translators. This becomes So, what are these files? These are complete translation environment even more relevant when you consider the translatable language resource files quickly. Which tools support this that most open-source translators work used in the free GNU gettext concept format? Here is a list of TEnTs that in real-time workgroups1—a feature that for translating software and documen- directly support it: in most commercial products REALLY tation. GNU gettext is the de facto costs a lot. In addition, most commercial standard in many open-source projects, • Déjà Vu; TEnTs used to run on Windows only, and it works with a large variety of • Heartsome; which was not particularly popular programming languages. • Swordfish; among many connoisseurs/translators of In many ways, .po files are quite • SDL Passolo (a localization open-source software products. And sophisticated. Long before XLIFF tool); and, not surprisingly, finally, this serves only to highlight the existed or the Trados TagEditor .ttx • OmegaT, plus a number of other cultural rift between the two groups, one format had become a standard of sorts, open-source tools that tend to that in my opinion is unfortunate. these bilingual translation files were have the same limitations as There is one other reason as well, the actual translation files and could Poedit. though, and that is different file for- themselves become translation memo- mats. Many open-source projects are ries for other projects. All this was This is great if you have one of not based on the commercial file for- made possible by the above-mentioned these tools for your ongoing project, mats on which yours and mine are Poedit, an open-source translation but what if you do not? based, but on ones that many of us may editor. You might have noticed that I Enter Rainbow, the tool that will do never have heard of before. The for- do not call it a TEnT—that would be what no other can, the tool that will go mats that particularly come to mind are saying too much. It has the definite feel the extra mile, the tool whose devel- the GNU gettext .po and .pot files. of a Notepad compared with Word or opers, under the leadership of industry Years ago, as I was writing the doc- OpenOffice (no fuzzy matching, no veteran Yves Savourel, do all those umentation for a TEnT, I was stunned spell-check, no concordance searches, things that others are too lazy to do or

32 The ATA Chronicle n April 2011 Links do not have time to do. Rainbow allows you to carry out a OmegaT Poedit multitude of localization-related tasks www.omegat.org www.poedit.net (see its wiki page under the links listed in the box), but its most important func- tion in our context may be the prepara- Virtaal Rainbow tion of translation packets for XLIFF, translate.sourceforge.net/ www.opentag.com/okapi/wiki/index OmegaT, and Trados RTF for a great wiki/virtaal .php?title=Rainbow number of otherwise not supported or badly supported file formats (including Pootle .po). translate.sourceforge.net/wiki/pootle To convert your .po files to either XLIFF or Trados RTF where the non- translatable text is protected with the Trados tw4winExternal style, follow these steps: already partly translated, courtesy of 6. Select Execute. 1. Download, install, and start Yves and his team, a translation Rainbow. memory exchange TMX file would You can now pick up your trans- have also been created with that con- lated .po files in the Done folder. And 2. Select Input > Add Document tent right above the Work folder.) if you need to deliver .mo files, open to insert files and select the .po Once you are done with the transla- them in Poedit and simply save them. file(s). tion: In the default setting, Poedit will have created an .mo file for you. 3. Select Utilities > Translation 1. Save the files back into the Work (If you are thinking you will never Package Creation and choose folder. need to know this information, keep either Generic XLIFF or this in mind: Hosni Mubarak expected Original + RTF Layer. 2. Start Rainbow again. his 2011 to go a little differently than how it panned out, too. So keep these 4. Select a location on the Package 3. Select Input > Add Document instructions in a safe place!) Location tab. to insert files and select the man- ifest.xml file above the Work Note 5. Press Execute. folder. 1. Thanks to members of the OmegaT user group (http://tech. You will now have a folder struc- 4. Select the translated file(s). groups.yahoo.com/group/Omega ture that contains a Work folder in T/) for bringing this and other which you can find the files that need 5. Select Utilities > Translation things to my attention. to be processed with the TEnT of your Package Post-Processing. choice. (And if your .po file was

2011 Honors and Awards Now Open

ATA presents annual and biennial awards to encourage, reward, and publicize outstanding work done by both seasoned professionals and students of our craft. For complete entry information and deadlines, visit: www.atanet.org/membership/honorsandawards.php.

The ATA Chronicle n April 2011 33 Send your news to Jeff Sanfacon at [email protected] or American Translators Association, 225 Member News Reinekers Lane, Suite 590, Alexandria, VA 22314.

• CETRA, of Elkins Park, Pennsyl - community involvement, and cus- customer service strategies, and vania, has been recognized as a tomer service. community involvement. Blue Ribbon Small Business Award winner by the U.S. Chamber of • Teneo Linguistics Company, LLC, • Benjawan Poomsan Becker has Commerce for the third year in a based in Fort Worth, Texas, received published The Interpreter’s Journal: row. The Blue Ribbon Small Busi - the Small Business of the Year 2011 Stories From a Thai and Lao ness Award is designed to recog- Award from the Fort Worth Chamber Interpreter (Paiboon Publishing). It nize businesses that demonstrate of Commerce. Teneo received the is now available on Amazon.com. excellent business practices in sev- award for business growth and per- eral areas, including business formance, outstanding business strategy, employee development, practices, innovative approaches,

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34 The ATA Chronicle n April 2011 All candidates applying for ATA certification must provide proof that they meet the certification program eligibility requirements. Please direct all inquiries regarding general certification information to ATA Headquarters at +1-703-683-6100. Registration for all certification exams should be made through ATA Headquarters. All sittings have a maximum capacity and admission is based on the order in which registrations are received. Forms are available from ATA’s website or from Headquarters. ATA Certification Exam Information Upcoming Exams

California Iowa Nebraska San Francisco Des Moines Omaha May 22, 2011 June 12, 2011 August 6, 2011 Registration Deadline: Registration Deadline: Registration Deadline: May 6, 2011 May 27, 2011 July 22, 2011

La Jolla Massachusetts Nevada September 10, 2011 Boston Reno Registration Deadline: 2 Sittings August 20, 2011 August 26, 2011 October 29, 2011 Registration Deadline: Registration Deadline: August, 5, 2011 Colorado October 14, 2011 Boulder Texas May 15, 2011 Michigan Austin Registration Deadline: Novi July 16, 2011 April 29, 2011 August 13, 2011 Registration Deadline: Registration Deadline: July 1, 2011 Florida July 29, 2011 Miami June 11, 2011 Registration Deadline: May 27, 2011

ATA-TCD Business of Translation Conference

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The ATA Chronicle n April 2011 35 Compiled by Dictionary Review Peter A. Gergay [email protected]

Langenscheidt Universal Try this. Find a Dane and read the Proofreaders Wanted Dictionary Danish: Danish- following sentence aloud to him or her: Even before getting to the actual English and English-Danish glossary, things start off badly. Both the Vayss doo ær fo-veer-od no doo English and Danish prefaces could have Edited by: hūr-o day-de, haau mehdh-li- used a proofreader’s careful eye: “[The Langenscheidt editorial staff dhern-haydh mehdh dehn ahme lai- dictionary] offers them—as well as so ah deh-ner oar-booo. beginners and students—all [sic] the Publisher: basic vocabulary they will have to Langenscheidt Are you confused yet? You have every encounter [sic] and have to use, giving right to be. In case you are wondering, the [sic] key words and expressions to Publication date: this is phonetic spelling derived from allow them to cope in everyday situa- 2008 the new Langenscheidt Universal tions.” Really? All the basic vocabulary Dictionary Danish: Danish-English and they must encounter and use? Not an Number of pages/entries: English-Danish. Don’t worry; it is just auspicious beginning for a company 416 pages as confusing to me. The Danish is Hvis specializing in dictionaries and lan- 16,000 entries du er forvirret når du hører dette, hav guage courses. Setting aside the typos in medlidenhed med den arme læser af the general text (e.g., udstryret), an extra ISBN: denne ordbog, or “If you are confused set of eyes would also have cured such 978-1-58573-580-8 hearing this, pity the poor reader of this Germanic-sounding phrases as: For tur- dictionary.” But I will return to the ister, studenter [sic] og forretningsfolk, Price: issue of pronunciation in a moment. der værdsætter den trykhedsfølelse en $7.95 lille, praktisk ordbog giver en i et A Useful Companion? fremmed land, er netop en sådan ordbog Available from: Langenscheidt is the German pub- det helt ideelle. And why is the author of Langenscheidt lisher of dictionaries and travel materials. the Danish preface using the rarely used www.langenscheidt.com Sporting the familiar canary yellow vinyl formal third person plural, especially cover, the publisher’s latest entry in its given that the target audience consists Specialty/field: Universal Dictionary series is intended to of “casual tourists, students, and busi- General complement the Norwegian, Swedish, ness travelers”? and Finnish editions. Type of work: Just to be clear, the intended audi- Linguistic Information: Partial dictionary/glossary ence of this small dictionary is neither Who Needs It? the professional translator, nor the Putting aside the awkward phrases, Reviewed by: serious or even semi-serious language various strange sentence structures, and Christian Schoenberg student. Sneaking in at only four claims to universality, the dictionary’s ounces, or barely larger than a pack of preface also makes the interesting cigarettes, and with 16,000 references, claim that “unnecessary lin guistic infor - the dictionary is—or so the preface mation has been avoided.” If only it assures us—a useful companion to were so! Which brings me back to the “casual tourists, students, and business pronunciation tools. For the Danish-to- travelers.” This claim seems to be English section, the pronunciation is ren- borne out in various reviews at dered as “simplified,” and for the Amazon.com, although upon closer English-to-Danish section, it is rendered inspection, it turns out that one with the more familiar International reviewer, “Janet” from Wisconsin—an Phonetic Alphabet. equal opportunity Scandinavia enthu- siast—submitted identical reviews for Embarrassment and the Danish, Swedish, Norwegian, and Gender in Danish Finnish versions. Forgive me while I try to visualize

36 The ATA Chronicle n April 2011 the most likely practical use of this usage is so general, it is hard to section has a heavy British inflection: tiny dictionary. Let’s say our Amazon imagine that while using this dic- “AA” is not “Alcoholics Anonymous” reviewer, Janet from Wisconsin, tionary Janet would be cobbling but “Automobile Association”; “CPR” needs to communicate the word together full sentences, or that a is not “Cardiopulmonary Resuscita tion” “embarrass” to a local Dane. She potential Danish listener would not but “Canadian Pacific Rail ways” (the looks it up in the English-to-Danish forgive the occasional misuse of pro- inclusion of which is a head scratcher).

section and is provided with the nouns or an incorrect suffix. Again, English pronunciation [im' bær s]e and the scope of this dictionary is so lim- On the Plus Side its translation, gøre forlegen. Janet ited that, for all intents and purposes, But let’s not end on a downbeat already knows how to pronounce such details appear extraneous. note. Apart from its diminutive size and “embarrass,” so might it not have ostensible benefit to the casual tourist, been more relevant to include the pro- Pruning Girdles and Duchesses let’s add one more feature to the plus nunciation for gøre forlegen? Now that we have more space after side: blue headwords. It is a practice we Of course, the publisher might argue eliminating the pronunciation guides can only hope other dictionary pub- that it is useful for Janet to have the and gender, why not expand the number lishers will embrace. And until we hear Danish-to-English version provide the of entries? Even though the preface, what Janet from Wisconsin has to say phonetic spelling of a Danish word. without apparent irony, notes that “no about the other languages for which She would probably not be able to dictionary of this size can pretend to this series might be published, let’s match up Danish speech with its completeness,” the business traveler save our money for the 10th edition of orthography; they are, after all, very far should reasonably expect to be able to Black’s Law Dictionary. apart. It is probably more plausible that find words such as leverandør (sup- Janet would look up words and then try plier/provider) or perhaps even vare to enunciate them as a language- (article/product/good). The student user learning exercise. But would Janet—no in particular might wonder why is the director of linguist, she—really find it helpful to Malaysia is included, but not Christian Schoenberg Tollund Nordic Legal Language Services. An ATA- see individual words represented in a Afghanistan and North Korea, which certified Danish→English translator, he is the remarkably opaque phonetic system? are arguably more likely to come up in administrator of ATA’s Nordic Division, and is Wouldn’t it be easier simply to buy conversation. Since space is at an chair of ATA’s Danish→English Certification an English-to-Danish phrase book? extreme premium, why include hinsides Group. He has nearly 18 years of experience Strangely, the pronunciation guides are (beyond), which is borderline archaic, translating and interpreting in the legal, missing in the one area in which they jøkel (glacier), hofteholder (girdle), and diplomatic, and related fields. Contact: might actually have served a real pur- hertuginde (duchess)? Again, in the [email protected]. pose—the five pages of useful phrases interest of space, why include geo- provided toward the end of the dic- graphic proper names that are identical tionary. Given the nature, intended or distinctly recognizable in both lan- readership, and scope of this dictionary, guages (e.g., Mexico, EU, Europa/e)? the practical value of providing pro- The lists of common abbreviations nunciation guides for individual entries are also in need of pruning, expansion, is confusing and extremely limited. and updating. For example, I suggest And speaking of unnecessary lin- the elimination of “fmk” (Finnish NXT guistic information, is listing gender marks), which was replaced by the Euro Transit – just what really necessary? Since the intended in 2002. The English abbreviations you need, when you need it!

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The ATA Chronicle n April 2011 37 Certification Forum Tess Whitty English-to-Swedish certification language chair The Journey of Establishing Certification for a New Language Pair

The ATA Board of Directors recently approved the establishment of English-to-Swedish certification testing. Much time and effort is required to establish Exams and practice tests are now avail- able for this language combination (see a new language combination. www.atanet.org/certification/aboutprac tice_test.php). Here’s a look at how ATA volunteers made this happen. collecting evidence of interest for should be performed (purpose, audi- A Volunteer Effort testing in the language pair to present to ence, and medium) and provide specific The process for adding a new lan- the Certification Committee. When instructions so that the translation guage combination to ATA’s Certifi- asked if I would be interested in joining reflects a real client’s expectations. cation Program normally takes four this effort toward the end of 2007, I Once the first set of passages and years. Evidence must be presented to gladly accepted the challenge. guidelines we worked on had been the Board and the Certification The first step was to find three other approved, each member of our work- Committee to demonstrate that offering people to form a workgroup. This took group took the practice tests, graded certification in a new language combi- an entire year. It was not until the next each other’s translations according to nation will attract a sufficient and sus- Annual Conference in Orlando that I the grading guidelines, and discussed tained flow of candidates and an finally found three qualified and com- our decisions. What a learning process! adequate pool of graders. mitted translators with whom to work. It was very interesting to see different Much time and effort is required to For our workgroup, the second year translation styles and grading decisions, establish a new language combination. was the most challenging. We needed to and it was definitely a challenge to The majority of this work is done by a learn all the grading rules, tools, and arrive at grading decisions upon which group of volunteers who desire testing procedures involved in the testing we all agreed. in a particular language combination. process, including how to select pas- After we had completed the first set The workgroup must include at least sages for exams and create grading of three passages, we needed to find four members, and each member must guidelines. This is a challenging but four more sets. This was a daunting be an individual member of ATA and invaluable learning process for graders task, but we had learned a lot during be approved by the Certification to go through. It took a year for us to our work on the first set. Our liaison to Committee. find the first set of three passages and to the Certification Committee, David Once the Certification Committee create passage-specific and language- Stephenson, was appointed to help us, has approved the application for starting specific guidelines for grading them. and his assistance proved invaluable. a new language certification, a language The certification exam is divided He was our mentor and “teacher” chair is appointed for the workgroup. into three passages of about 225-275 during the entire process and gave Grader training, passage selection, and words each. Two of these passages must useful advice for all passage sugges- preparation of grading guidelines can be translated. Passage A (a general text) tions. We completed the four other then begin. Progress through the var- must be translated, and then the candi- passage sets, including writing ious steps required to establish testing date must choose either Passage B (a passage-specific guidelines, during the must be made each year; otherwise, the technical, scientific, or medical text) or following year and submitted them to workgroup may be placed on probation. Passage C (a financial or legal text). the Certification Committee. The four members of the workgroup Each type of passage is chosen in part must also commit to a minimum of two based on its lack of highly specialized Challenges and Learning Experience years as graders to ensure that other terminology. Every term appearing in a I think that all of us in the workgroup candidates pass the exam and can passage should be found in a general had no idea how much work was become graders. dictionary or a general specialty dic- involved when we agreed to become The process of establishing English- tionary. Each passage should also have graders and establish certification for a to-Swedish certification began in mid- translation instructions specifying the new language pair. Fortunately, we all 2007, when Thor Truelsson started context within which the translation saw this as a challenge and a valuable

38 The ATA Chronicle n April 2011 and highly qualified English-to-Swedish References and Further Reading translators, and we all want to develop our cooperation further in the future. There are very few certification pro- Introduction to ATA’s Certification Examination, Version 2009 grams for translators available in the www.atanet.org/certification/aboutexams_overview.php U.S. on a national level. I am happy to now be a contributing part of being able Procedure for Recruiting New Graders, Version 2010 to offer English-to-Swedish certifica- www.atanet.org/certification/abourtcert_new_language.php tion to members. I would like to conclude by Sherwin, Ann C. “ATA Certification. Professional Certification: What Is It? Do I acknowledging the entire Certification Committee for all their help, materials, Need It? How Do I Get It?” CATI Quarterly (Carolina Association of Translators and training, and David Stephenson in and Interpreters, Spring and Summer 2003). particular. Finally, I would also like to acknowledge the three other members of the language certification work- group: Lisa Dahlander, Gunilla Medina, and Ingrid Olsson. professional training exercise. The most tered along the way. We have learned a difficult part was making time in our lot about grading, certification, and most busy careers for unpaid work and of all, about the Swedish language and learning the entire certification process. translation in general. We all have dif- The Certification Committee eased the ferent translation styles, and we need to workload by providing plenty of valu- find translation rules that can accept and able training material. accommodate all of these styles and pro- Furthermore, we all agree that the vide high-quality translations. As an benefits of the experience far outweigh added bonus, I have had the privilege of any challenges we may have encoun- getting to know three other professional

American Foundation for Translation and Interpretation: Help Yourself by Supporting the Professions

The American Foundation for Translation and Interpretation (AFTI), a 501(c)(3) charitable organization, was established to “Sometimes a brilliant lawyer help translation and interpreting professionals preserve their just isn’t enough... history, assist in their present work, and stimulate research and scholarship. ...to save you. You might need a brilliant interpreter, too.” Give something back to the professions. Please make a This book is an entertaining and informative tax-deductible contribution to AFTI today. read for legal professionals, those who work Send your check, payable to AFTI, to: with interpreters, or anybody who American Foundation for Translation and Interpretation simply enjoys a good read. c/o American Translators Association The Interpreter’s Journal 225 Reinekers Lane, Suite 590 By Benjawan Poomsan Becker Alexandria, VA 22314 Thai and Lao interpreter Available on www.amazon.com

The ATA Chronicle n April 2011 39 The Translation Inquirer John Decker [email protected]

With this column, yours truly as described in the Association’s 50th- begins his 19th year of rocking and anniversary commemorative book, A rolling along with obscure terminology, Professional Journey: American Trans - Abbreviations ATA-style. The total life of the column lators Association 1959-2009, which, used with this column goes far back to the early days of ATA, incidentally, is a good read. B-Bulgarian F-French E-English G-German [E] – English I-Italian New Queries acceptable as an Pt-Portuguese (B-E 4-11.1) In this query about the (G-Sb 4-11.5) I believe we can dis- answer, the R-Russian composition of Portland Cement, good pense with the English for the bor- original query did Sb-Serbian English is needed for one of the compo- rowed German word Allrounder and not involve Sp-Spanish Добавка за nents in this substance: jump straight to what the query actu- English смилане. What is it? ally requested: good Serbian for this word designating a person with well- (E-I 4-11.2) “Web deflection gauge” is rounded knowledge and capabilities. the problem term in this text about a lowing context: Ехали домой какие-то compressor component: “Roll crank- (G-Sp 4-11.6) In finance, what is мамаши с бабушкой и множеством shaft until web is in a convenient loca- meant by the first of the three compo- ребятишек, мал мала меньше. tion to install deflection gauge. nents of the problem word, placed in (Usually with the open end of the web bold print in the following sentence? (Sp-E 4-11.10) In the world of arts at the top position).” Ergänzt wird das Portfolio durch and the media, what do the words in Präsenzhandelsunternehmen. This, I bold print in the following quote (E-R 4-11.3) “Poolability of the by- believe, is the first time on my watch mean? El Madrid de hoy aglutina per- center results” seems an exceptionally that a portion of a compound word sonas de 180 nacionalidades, con difficult phrase, even if you know the constituted a query. cifras entre los 480.000 y los 650.000 context is clinical trials. Russian is extranjeros (dadas las irregularidades needed for this term, taken from the (I-E 4-11.7) If you believe this abbrevi- en el empadronamiento). following context sentence: “The ation-laden context phrase is “standard poolability of the by-center results will Italian,” as the query claimed, then I (Sp-E 4-11.11) Mochila de la cabina be tested with the F-test for the inter- have a bridge to sell you. The context is was a problematical phrase in a passage action term from an analysis of vari- a diagnostic lab test report about deep- detailing elevator parts and assemblies. ance model with treatment, center and vein thrombosis. Here is what was The phrase brings up the rear in this treatment by center interaction effects written: sospetta E.P. in pz con TVP context sentence: El resto de los at the 0.10 level of significance.” Who asse iliaco fem. dex. Tackle the entire soportes de pared y de guías se colocan is willing to try? phrase if you can, but especially E.P. siguiendo los mismos pasos, desde la plataforma estática de trabajo, (F-E 4-11.4) Most of us have seen this (Pt-E 4-11.8) In accounting, what do apoyada en el zuncho de hormigón del kind of document: an equipment rental the bolded words signify? parágrafo embarque y la pared del fondo de hueco contract specifying the compensation de ênfase relacionado ao reconheci- ó desde la plataforma móvil, que se the renter has to pay if he or she fails mento dos créditos de ajuste na instala sobre el chasis de mochila de la to return the rented item promptly. Conta de Resultados a Compensar – cabina. Please help if you can. Effets de prélèvement is the problem: CRC referente à complementação de Les dispositions de l’article 2 ci- aposentadoria de seus funcionários Replies to Old Queries dessus relatives aux loyers, notam- ex-autárquicos, conforme decisão judi- (E-G 1-11.4) (gland cage): Helmut ment quant à la date d’exigibilité, au cial favorável. What are they? Thiemann proposes Klemmkäfig for recouvrement par effets ou avis de this. It is part of a cable gland, which prélèvement en compte et aux intérêts (R-E 4-11.9) What does мал мала is Kabelsteckverbindung in German. moratoires conventionnels. What is it? меньше mean? It appears in the fol-

40 The ATA Chronicle n April 2011 Address your queries and responses to The Translation Inquirer, 112 Ardmoor Avenue, Danville, Pennsylvania 17821. E-mail address: [email protected]. Please make your submissions by the first of each month to be included in the next issue. Generous assistance from Per Dohler, proofreader, is gratefully acknowledged.

(F-E 2-11.2.a) (dédi ane): Barbara (I-G [E] 2-11.6) (Lod.): Paul (Sp-E 2-11.10) (con cargo a los resul- Collignon believes this could come DeFrancesco says this could stand for tados): Sheldon Shaffer says this from an abbreviation for dédifférencié Lodevole, the Swiss-Italian equivalent of should be “charged to…..profit & loss or dedifferentiated, that is, having Italian Spettabile. It means “esteemed, statement,” as in “charged to the 2009 experienced dedifferentiation, which commendable,” etc. It would likely be fiscal year profit & loss statement.” is loss of specialization in form or dropped in English. LQS believes it not function. As for ane, it could be to be an abbreviation, but an incorrect Okay, thus does my 19th year as anémie or anemia. This does not seem spelling of Lodi, an Italian municipality moderator and umpire of The to have any bearing on emergency car- in Lombardi. Note that the transcription Translation Inquirer begin. In many diac consultation, but fatigue, short- of the third line is wrong: it should be II civil-service jobs, the rule is “twenty ness of breath, dizziness, weakness, Camera Civile del Tribunale (“the and out.” Somehow I do not think that palpitations, etc., may be the same as Second Civil Chamber of the Court”). will be my fate in this case. those caused by heart problems. (2.b) (TA Gauche couche S 16): (R-E 2-11.8) (зонное вещание): This, Imre Takacs states that TA is arterial says Leonid Gornik, is “time zone pressure. S 16 is systolic 16X, being broadcasting.” any value from 160 to 169. In some instances the last digit in the blood pressure value is simply omitted. For example, 16/8 means anything from 160 to 169 for systole, and anything between 80 and 89 for diastole. Reserve your Barbara Collignon confirms this usage. She adds that couche usually means “layer,” but its meaning in the Spot today! context quote on page 42 of the February issue is unclear.

(G-F [E] 2-11.3.a) (Einstabpfahl): Did you know? Leonid Gornik says this is the same as • 60% of readers turn to The ATA Chronicle as Verpresspfahl, a “bar anchor or strand their primary source of information about the anchor.” The smaller diameter is the translation and interpreting professions. only difference. It is tyrant monobarre in French. • 81% of subscribers read the advertisements in (3.b) (Hochleistungverdrängung s- The ATA Chronicle. pfahl): This is a “light load-bearing capacity displacement pile,” one that • 36% of readers BUY products in The ATA displaces the soil during pile driving. Chronicle advertisements. It is pieux à déplacement in French. Increase your company’s visibility by (G-Pt [E] 1-11.9) (Aushängesich - placing an ad in The ATA Chronicle. erung): This fits into terminology typ- ical of the display case industry, says Helmut Thiemann. He suggests “secu- Contact: rity against unhinging.” This ought to Caron Mason, CAE +1-703-683-6100 make it easier to determine a [email protected] EXT. 3003 Portuguese equivalent, which we do not have thus far.

The ATA Chronicle n April 2011 41 Humor and Translation Mark Herman [email protected]

This and That: Part 2

Poetry in Several Languages Italian. In any event, I am glad his error inspired him to write Jack Thiessen sent a limerick in Plautdietsch, the language the poem, which I have revised somewhat with his permission: of the Mennonites, and an equivalent version in English: Salut, Demeure Chaste et Pure Etj weet nijch, waut saul daut bedieden, Italian via is “road,” Mien Nohba haft soo vael too lieden: But similar sounding la vie Sien Blootdruck ess huach, Is “life” in French—not “road” or “street”— Enn Zocka nijch ‘nuag, Causing confusion for me. Enn dann haft’a noch Kooltje too Tieden! French demeure is “abode,” not “demure” I’m looking in vain for the reason And whether or not she within My neighbor is constantly wheezin’. Is chaste et pure, I am very sure His blood pressure’s swollen, Her dwelling is no house of sin. His sugar count’s fallen, And colic afflicts him in season. Italian caldo is “hot,” But “cold” comes first to my mind. Viennese dialect can be incomprehensible, even to those In the doccia in Rome I must think twice, fluent in standard German. Here is a ditty that Rudi Fellner Or else I could scald my behind. sent to Arthur Graham, who in turn sent it to me: In French a friendly young helper Phonetic Viennese Pronunciation For mother is called an au pair. Via ma san so samma Holà, mon amie, for I, le mari Wos ma ham dos hamma De la mère, hear the phrase as au père. Oba fillecht blet Samma net Literally Food The January 2010 column (“Eat Your Marrow, Or Is It Translation into German Zucchini?”) reminded Joyce Baghdadi of: Wie wir sind, so sind wir Was wir haben, das haben wir an incident that occurred during a Miss Universe com- Aber vielleicht blöd petition a few years ago. A South American contestant Sind wir nicht was undergoing the interview part of the competition and, because of her limited English, was assisted by an Literal Translation into English interpreter. She revealed that one of her hobbies was As we are, thus are we cooking. When asked what dish she liked cooking the What we have, that have we most, she replied, “Ropa vieja” [meaning a “stew made But perhaps idiotic from leftovers”]. After a very brief but noticeable hesita- Are we not tion, the interpreter conveyed [the literal meaning of the two words], “old clothes.” Arthur Graham himself wrote the following poem, the title of which is taken from a line in Gounod’s opera Faust. Another case of literality comes from Gary Wallace, who Professor Graham states that he believed for years it was the reports that a Spanish-speaking secretary in a bilingual ele- heroine Marguerite—called Margarete, also known as mentary school program, using her Spanish into English dic- Gretchen, in Goethe’s original—who was “demure,” and only tionary, sent out a memo requiring mothers to bring “cold realized his error when he saw a translation of the French into breasts” rather than “ice chests.” ·

Herman is a librettist and translator. Submit items for future columns via e-mail to [email protected] or via snail mail to Mark Herman, 1409 E Gaylord Street, Mt. Pleasant, MI 48858-3626. Discussions of the translation of humor and examples thereof are preferred, but humorous anecdotes about translators, translations, and mistranslations are also welcome. Include copyright information and permission if relevant.

42 The ATA Chronicle n April 2011 And Robert Killingsworth com- (melon) applied to a vegetable about another famous literary trans- mented directly on the main subject of native to the western hemisphere. lator. It appeared in the March 7, 2010 the zucchini column itself: issue of the Boston Globe, in the Marrow is at least an authentic article “The Other Author of ‘Don Well, of course it’s marrow, as you English word, meaning an ancient Quixote’” by Peter Terzian: would know if you’d ever lived in one of diffuse northern European the English countryside. Posher ancestry. But the English word Gregory Rabassa said that when he Brits call it courgette, but that is with the best pedigree for these was working on One Hundred obviously a French word. (Oxford species of Cucurbitae is squash. It Years of Solitude, some ninny English Dictionary: “courgette n. A derives from the Narragansett lan- asked him if he knew enough variety of small vegetable guage, as documented by Roger Spanish to translate it, and his marrow.”) Americans call it zuc- Williams in 1643. answer was that the real question chini, but that is obviously an was whether or not he knew Italian word. Spaniards call it a On Translation enough English. He hit it right on little calabaza, but that word may Finally, here is a remark by famed the head. derive from Persian kharbuza literary translator Edith Grossman

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The ATA Chronicle n April 2011 43 Visit the ATA Calendar Online www.atanet.org/calendar/ Upcoming Events for a more comprehensive look at upcoming events.

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