The New York Times announced in today's online edition that it will "introduce a beta version of a new Chinese-language edition" of the newspaper. The site launched in China today, according to the brief note. Some reports, though not the Times, noted the site would not have a paywall, as the Times' English-language site does. (Here's the link for the curious.)
The Times asserted its goal in presenting the Chinese-language web version of its newspaper was to bring "world-class journalism" to Chinese consumers. (The Times has never lacked for hubris.) Did the launch mean All The News That's Fit To Print had a moment of philosophical awakening that provided a sort of zeal for the media's mission? Well, no. Instead, one is informed of the Times' goal in its definition of the target demographic: "China's growing number of educated, affluent, global citizens..." This phrase is raw, red meat for advertisers. World-class brands can simply e-mail, text, or (heaven help us) call their Times ad rep and sign up for digital advertising packages.
Meanwhile, unstated was the role of censorship in the People's Republic of China, and how the Times intends to navigate that controversial area. "World-class journalism" and censorship just don't mix. If the Times needs a reminder of recent history, it can simply call its nemesis -- Google -- for a few pointers on the search engine firm's unpleasant experience with the Beijing government.
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