New York Times goes global by rebranding IHT
Source: AP-Excite
By JAMEY KEATEN
PARIS (AP) - The New York Times Co. has rebranded its Paris-based daily, the International Herald Tribune, as the International New York Times - a bid to lure readers abroad amid the upheaval of the digital era facing traditional newspapers.
Executives say the rechristening Tuesday aims to get the most out of its brand, and complete a gradual fusion of the newspapers' editorial staffs in recent years. The Times took control of the IHT a decade ago by buying the stake of its co-owner, The Washington Post.
Worldwide subscribers to the Herald Tribune - with a print circulation of 224,000 and distribution in about 135 countries - woke up Tuesday to a similar-looking newspaper. Novelties include a new masthead, enhanced Page 2, and opinion pieces by dozens of new international columnists.
Europe editor Richard W. Stevenson said the rebranding is really about going digital and reaching out to readers abroad.
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New York Times company chief executive officer Mark Thompson, second from left, rings the bell at the opening of Euronex quotations, in Paris, Tuesday Oct. 15, 2013. The New York Times Co. has rebranded its Paris-based daily, the International Herald Tribune, as the International New York Times — a bid to lure readers abroad amid the upheaval of the digital era facing traditional newspapers. Other people in photo, from left, NYSE Euronext deputy director of the International Listings Department Nathanael Mauclair, Arthur Ochs Sulzberger Jr. chairman of the board of the New York Times Company, Michael Golden vice chairman of the Nerw York Times Company , and President of the International New York Times Stephen Dunbar-Johnson. (AP Photo/Remy de la Mauviniere)