Mandarin Mashup May 12, 2012

• West-Coast Pub Extension Targets Mandarin-Speaking Chinese - MediaPost

  The bilingual quarterly mag Yue -- targeted to affluent Mandarin-speaking New York tourists and residents -- launched last fall; a West-Coast version, Luo, will debut next month. Both pubs are a joint venture of Jared Kushner's Observer Media Group and Chiu-Ti Jansen, editor and publisher.

  Luo, covering Los Angeles, Las Vegas and San Francisco, "will have a circulation of 25,000, with a similar distribution strategy [to Yue's,]mixed between high-income Chinese residents and upscale tourist destinations," writes David Lipke.