Atlantic to launch Quartz India

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Quartz has officially announced the India channel that Capital reported on earlier this week.

Quartz India will launch in June with business-focused editorial content specific to the subcontinent. It will be produced in collaboration with a team of reporters and editors from the Indian site Scroll.in.

There will be a region-specific version of qz.com for readers in India, while readers elsewhere can access the content through a Quartz India view.

The channel will be supported by targeted native ads with GE as the launch sponsor.

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“We saw an opportunity to serve our readers in the region even better with both our journalists around the world and an increased focus in India,” said Kevin J. Delaney, co-founder and editor-in-chief of Quartz, in a statement. “It’s a mobile-first region at a critical moment in its economic history—and we’re excited to deepen the coverage available to readers on their smartphones and tablets especially.”

Quartz, a digital title published by Atlantic Media, joins a growing number of Western news outlets making forays in the Indian media market. The New York Times has been publishing its India Ink blog since 2011. The Huffington Post recently announced plans to add India to its growing stable of international editions. And The Guardian is mulling an Indian operation as well.

Quartz is a global play aimed at business and finance elites, and it says 40 percent of its roughly 5 million monthly readers readers come from outside the U.S., with India representing a top source of international traffic.

A company announcement called India "a growing region for business news" with increasingly mobile readers: "Given the small number of digitally native publications in the region, Quartz sees a strong opportunity for growth in readership."

“There is a growing business class in India that is hungry for objective coverage of the Indian business landscape and how it fits into the global economy,” said Jay Lauf, publisher of Quartz, in a statement.