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New York Times to Publish Chinese-Language Version Online

June 28 (Bloomberg) -- New York Times Co., aiming to capture readers in one of the world’s largest consumer markets, is introducing a Chinese-language Web version of its flagship newspaper in China today and will expand the service over the next several months.

The free site is designed to serve China’s growing population of educated and affluent readers, the New York-based company said in a statement. The site will have a dedicated staff of 30 researchers, engineers and editors based in Hong Kong and Beijing, producing a combination of original stories and translated articles. New York Times journalists working in the Hong Kong and Beijing bureaus will also contribute.

Times Co., based in New York, has been accelerating its shift to the Internet and has recently added people with a technology background to its board as it looks for a new chief executive with digital experience.

Joseph Kahn, foreign editor of the New York Times, will oversee editorial operations from New York. Craig Smith, a managing director, will manage business operations, based in Beijing.

The Chinese edition will feature advertising from luxury-goods retailers, including Salvatore Ferragamo Italia SpA, Cartier Ltd., Prada SpA and LVMH Moet Hennessy Louis Vuitton SA, said Eileen Murphy, a spokeswoman for the publisher. Times Co. is looking to bring in financial-services advertisers as well.

To contact the reporter on this story: Edmund Lee in New York at elee310@bloomberg.net

To contact the editor responsible for this story: Nick Turner at nturner7@bloomberg.net

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