Print Isn't Dead: New York Times Debuts Publication for Chinese Travelers
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The New York Times has launched a new print publication, a free city guide targeting Chinese travelers to New York. The pilot issue sold out its ad space, mainly to luxury brands that want to reach China’s big spenders in a city they consider a shopping mecca.
The Chinese-language guide, called “City Guide/New York,” has a global distribution of 210,000. The first issue came out in December, with 36 pages, 15 of them ads for brands including Dior, Van Cleef & Arpels, Bloomingdale’s, Mont Blanc, The Peninsula hotel and One Riverside Park, a luxury tower being built in Manhattan. This year’s three issues are slated for April 1, Sept. 1 and Dec. 1, with each release timed ahead of a major period for Chinese travel, said Craig S. Smith, the Times’ managing director for China.
The new publication was conceived amid a tough reality: The Times has faced big setbacks with its Chinese-language online ventures, and now it’s trying print.
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