• Nieman Journalism Lab, Thursday, June 7, 2012 2:40 PM

India Ink, the nine-month-old New York Times English-language website targeted to Indian readers, is "a small-scale experiment in the Times’ larger international strategy," writes Adrienne LaFrance, paraphrasing  Jim Schachter, associate managing editor at the Times.

The site's content has evolved from being mainly discussion-oriented to news-driven, with an audience roughly 40% based in India, with the rest from the Indian diaspora worldwide.

"India was the right country for such a project because the newspaper already has a 'very large number' of readers there," said Schachter, who "doesn’t dismiss the idea of similar country-specific efforts at the Times, but... doesn’t reveal any specific plans either," writes LaFrance.

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