In a note to readers posted online yesterday, The New York Times announced to the world that it, like so many other multi-nationals, was going to China.
Not surprisingly, the China edition is web-based for now, and according to an article by Bloomberg, it may stay that way.
At face, this looks like a smart new revenue play. Without the burden of print The Times China edition rather resembles a very high powered blog with an unparalleled pedigree.
Overhead for the new operation consists of local staff based in Hong Kong and Beijing, and some level of editorial oversight from Manhattan. No printing press.
The ad play is as obvious as the summer days are long – luxury goods and financial services. Pretty simple. Retailers are expanding into the region in droves, and they’ve already got Bloomingdales on board.
Seems like a strong start.