“Dunbar-Johnson believes that there are a wide array of opportunities all over the world, but that Latin America gives The Times ample room to experiment with different approaches to bringing in and monetizing global audiences.”
The New York Times has recently launched a Spanish- language digital edition with the hope of fulfilling a goal of $800 million in digital revenue by expanding and monetizing on the Latin American market. Stephen Dunbar-Johnson, the international publisher for The Times, described the Latin American market as one of big opportunities, a way for The Times to experiment with different avenues of expanding global markets and capitalizing on them. This is going to be a difficult task for Dunbar- Johnson’s team, as journalism in Latin America has strong ties to local political interests and the readers are apprehensive about outsiders providing commentary and opinions. The Times is said to be working hard with translations and to make sure they engage with the audiences correctly. It will provide a mixture of original content from local journalists and articles translated from The Times. Dunbar-Johnson describes this project as a long term bet, but is very positive in his confidence that they will figure it out as they go. Overall, the main goal of The Times in this business venture is to bring in subscription revenue. As of now, they are almost going with the flow and ready to adapt throughout the process.