The American New York 'Times' Is the Plebeian New York 'Times'

The New York Times today launched a Chinese-language print publication, City Guide/New York, with global distribution of 210,000 copies.

The first issue, Winter 2014/2015, was published on Dec. 1 and was distributed to travel agencies, hotels and airport lounges in Asia that cater to Chinese travelers bound for the United States as well as to hotels in New York City that have a substantial Chinese clientele. The Guide will also occasionally be inserted in the New York edition of The World Journal, the largest circulation Chinese-language daily in the United States.

“The print Guide is also accessible online through a responsive website, cn.nytguide.com,” the release says. So, how is the Times branding New York City for Chinese visitors? Let’s see which stories made the cut for translation.

1. Prized Performers: The 10 Best Restaurants of 2013. (The 2014 list was published in December)

Yes, the prices are dizzying, but so are the portions, the quality of the ingredients and the sheer exuberance of the preparations.

2. In 2013, the High End Ruled (December 2013)

In Midtown, where Central Park views authorize premium price points, 432 Park Avenue announced the signing of a $95 million contract for the top-floor penthouse, and at Extell Development’s juggernaut tower, One57, more than 10 condos priced above $45 million are under contract, two for more than $90 million. One57 is more than 70 percent sold, with total projected sales exceeding $2 billion.

At that rate, One57 appears to be positioning itself as next year’s “It” development. And if the avalanche of trophy contracts signed all over town in 2013 translate into closed sales, 2014 may well earn the sobriquet of the year of the splurge.

3. The Top 10 Items from Fall/Winter 2014 Men’s Trade Shows (January 2014)

Since 2012, the designers Aurélien Arbet and Jérémie Egry of Études have created men’s clothing that feels both Brooklyn-esque and French (which is not surprising since they’re based out of studios in Paris and the Brooklyn neighborhood of Greenpoint). This bold, cerulean cable-knit is easy to wear, and works year-round.

4. Art, and Handbags, for the People (July 2014)

H&M and Jeff Koons Collaborate on a Handbag

5. 36 Hours: Central Park, New York

6. A pair of T stories that I can’t seem to track down about runway fashion (November 2014)

The places guide is limited and particular:

Especially the real estate section:

One Riverside Park, perhaps best known in the New York press for its “poor door,” makes quite a few appearances in this supplement! Its ads display on the front page of the site (in Incognito mode as well) and it is mentioned in the lead real estate story.

Elsewhere in the Times: Excellent coverage of the effects of international wealth on the New York real estate market!

By marketing the condos to wealthy foreigners, Time Warner’s developer was at the forefront of luring cash from overseas to New York real estate.

Is this useful as a guide? Maybe. An a exercise in self-branding? Definitely.