The key to the success of Time magazine appearing in a foreign language for the first time was that it did not merely duplicate the English version but tailored the content specifically to Latin America. The case study illustrates the challenges of recreating the voice and style of a text for a different culture - the same principles apply, whether the text is journalism, marketing copy, or technical documentation. The project required a scalable work progress that could convert 10 000 words every week into Spanish and Portuguese in approximately 48 hours, which required a team of language experts, and cutting-edge communications and publishing technology. The case also illustrates the potential for international brand leverage - Time's series on Leaders for the New Millennium included content in its English magazine, the Latin American edition, CNN en español, and the Web.