The New York Times Style Magazine launches in Mexico

What: The New York Times is introducing T México, a Mexican version of its U.S. New York Times T Style Magazine Two editions  will be published in 2014 and  it will turn to bimonthly in 2015.
Why it matters: This is a new brand extension of the New York Times in Latin America where it publishes weekly sections in several South Americans and Central American countries. This type of publication mostly targets to the thriving Latin American luxury goods consumer category. Recently the Wall Street Journal introduced The Wall Street Journal Magazine Brazil and The Wall Street Journal Magazine Latin America targeting a similar demographic and ad category.

cq5dam.thumbnail.624.351The New York Times Style Magazine is arriving to Mexico to celebrate its’ 10th anniversary. The official launch was held on October 30th, 2014, at the The St. Regis Mexico City, at an event that gathered important personalities of  the Mexican economic and political elite and various representatives of the New York Times. The highlight of this evening of celebration was the unveiling of the inaugural cover of T México, featuring the fashion designer and icon Carolina Herrera.The Spanish-language magazine combines local and regional features  with topical in-depth coverage, photographs and commentary from the flagship edition of T Magazine.

Sources at the New York Times told Portada that T Mexico initial distribution will be of 5,000 carefully controlled by a curator list and will be directly shipped to influential members of the Mexican community. It will also be available at various hotels, restaurants, galleries and boutiques throughout the country.Two editions to be published in 2014 and  it will turn to bimonthly in 2015.For the time being, the publication will only come out in print, but in the future there  a website as well as reaching new audiences and countries in Latin America is a possibility. There are other T magazines which already have presence in other countries like Qatar since 2010. The main ad-categories for this publication may expand on other ad categories like  Luxury watch, Jeweley, Fashion, Real State , Travel (hotels/ airlines), Design and more.

"More and more people want to know  what is going on in the world when it comes to trends,"said Sagrario Saraid.

Luxury Category play

Cesana Media will be the exclusive representative for this title in the U.S. market. This is a new brand extension of the New York Times in Latin America where it publishes a weekly edition in many South Americans and Central American countries. This type of publication mostly targets to the thriving Latin American luxury goods consumer category. Recently the Wall Street Journal introduced The Wall Street Journal Magazine Brazil and The Wall Street Journal Magazine Latin America targeting a similar demographic and ad category.


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