[The site is] intended to draw readers from the country’s growing middle class, what The Times in its news release called “educated, affluent, global citizens.’’
The site will feature about 30 articles a day on national, foreign and arts topics, as well as editorials. Joseph Kahn, the paper’s foreign editor, said that about two-thirds of the content would be translated from Times articles and one-third would be written by Chinese editors and local freelance journalists.
The Times Company, which is well aware of the censorship issues that can come up in China, stressed that it would not become an official Chinese media company. The Times has set up its server outside China and the site will follow the paper’s journalistic standards. Mr. Kahn said that while the Chinese government occasionally blocked certain articles from nytimes.com, he was hopeful that the Chinese government would be receptive to the Chinese-language project.
In the past few years, many Western publishers have been expanding into China, drawn especially by the promise of luxury advertising aimed at the country’s growing affluent class. So far, the Times site has attracted Bloomingdale’s, Salvatore Ferragamo, Cartier and Milstein China, the real estate company, as advertisers, according to Denise F. Warren, chief general manager of nytimes.com and chief advertising officer for The Times.
Advertising sales will be run out of New York, with help from Cesanamedia on sales in China and Italy. Ms. Warren said she hoped that the range of advertisers would increase in the coming months.
“It’s generally luxury manufacturers,” she said. “But I believe there will also be an opportunity for corporate and financial advisers. We believe we will be reaching a global, well-educated, international audience.”