The Observer’s Next Target: Chinese Tourists

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By: Dylan Byers | AdWeek.com

Since Jared Kushner bought the Observer Media Group in 2006, the business has focused heavily on generating advertorial supplements and ad-heavy verticals—from NYO Magazine, NYO Home, and NYO Tennis to Luxury Rentals, Observer Philanthropy, and The Observer’s Hamptons.


Now, the Observer is targeting the high-end Chinese tourist market. On Nov. 12, it will launch YUE, a Chinese/English bilingual magazine marketing New York City luxury to Chinese visitors. YUE, which is the second Chinese character in Niu-Yue (New York City), is being launched in partnership with China Happenings, a multimedia platform published by Chiu-Ti Jansen, who started writing a column for NYO Magazine last year.

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