Times Co. to Woo Ethnic-Targeted Advertisers

The New York Times Co. hopes to gain entree into the bankrolls of ethnic-targeted advertisers and develop a relationship with ethnically diverse publishing concerns through its newly created Multilingual Newspaper Network. The union is composed of 50 tri-state (New York/ New Jersey/Connecticut) papers in 10 languages, including Spanish, Polish, Korean and Greek. Beginning May 17th, the first phase will begin as the Times’s new business development division will publish an advertorial supplement quarterly. It will be distributed in 500,000 copies of 18 Spanish-language newspapers in the tri-state area. It’s “a very attractive way for (national) advertisers to reach a growing audience,” said a Times spokesman.
Copyright Adweek L.P. (1993)