MediaBuyerPlanner: Building upon recent launches of T: Style Magazine and Play sports magazine, The New York Times today announced that on Sept. 10 it will launch Key, The New York Times Real Estate Magazine, which will be distributed inside the Sunday Times.

Key will showcase residential real estate properties, renovation trends, luxury lifestyle trends in home design and furnishings, and investment and financing strategies. It will be published twice a year beginning in 2007, and all content will also be available on NYTimes.com.

Media buyers are jumping at the new opportunity; according to Alexis Buryk, senior vice president of advertising for the Times, and response has already exceeded expectations.

The reservation close date for Key is August 2.