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Summary:

The New York Times Company is betting its future growth becoming a global news brand. It took another step towards doing so by announcing it will rebrand and relaunch the IHT.

NYT newspapers
photo: Getty Images / Mario Tama

The New York Times has taken another step in its strategy of becoming a global news brand. On Monday, the company announced it will rename the International Herald Tribune and officially launch a publication called the “International New York Times” later this year.

The Times has wholly owned the IHT since 2003 and merged the websites of the two publications in 2009. The IHT is distributed in print around the world and contains large selections of New York Times content (including the crossword) as well as content from affiliates like Spain’s El Pais.

From a branding perspective, the decision to rename the IHT is consistent with the Times’ larger strategy of finding growth in international markets. Part of this strategy involves divesting regional and non-core properties; the New York Times Company has already sold its chain of southern newspapers as well as About.com and, last week, it put the Boston Globe up for sale.

In this new global newspaper paradigm, the Times is primarily competing with two other publications — the Wall Street Journal and the Financial Times — for an international audience.

“Our goal is to capitalize on the great journalistic traditions of both newspapers, further invest in our international journalism and expand our global base while continuing to serve the many loyal readers of the IHT,” explained New York Times Company CEO Mark Thomspon in a news release.

In regard to digital growth — an area of critical importance for the Times — it’s difficult to evaluate the IHT’s performance since the company includes digital subscriptions to the IHT with those to the NYT. At the end of 2012, combined total subscriptions to both publications was around 640,000 (it’s a safe bet the vast majority of those are to the NYT).

In its release on Monday, the company said the International New York Times will be tailored and edited specifically for global audiences.

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  1. “In this new global newspaper paradigm, the Times is primarily competing with two other publications — the Wall Street Journal and the Financial Times — for an international audience”
    How exactly is that the competition? Two financial niche sites with paywalls.The competition is Reuters and BBC and WP and Huffington Post and everybody else out there.

    1. Thanks for your comment, realjj. Note that the Times — like the Journal and the FT — all have legacy print operations that bring in a lot of revenue. And all three have robust digital subscription businesses.

      Yes, BBC, HuffPo et all will compete for eyeballs; but the NYT’s direct competitors for digital subscribers will be the FT and Journal.

  2. I don’t get it – they are throwing away a strong brand name. On top of that, the new name seems oxymoronic: “International New York” = “global local”. I think people will be confused when they see the paper overseas with “New York Times” in the masthead.

    1. Well said Matt! And are they trying to sell New York as the new global capital, or what…?

  3. “Our goal is to capitalize… invest…expand…serve readers”
    er… the goal is clearly to cut costs by shrinking overhead and grow the NYT brand.
    If the owners cannot be plain and honest, what hope is there for NYT journalism?

  4. New Coke. Another epic rebranding train wreck is unfolding before our eyes. Amazing how provincial the management is proving itself to be. IHT means more to the international audience than NYT ever will.

    Bone-headed moves like this only further the decline of once powerful newspapers.

    RIP NYT.

  5. Boooooooooooooooooooooooo!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!11

  6. I worked as engineering. Becouse my educational background is Engineering

  7. Muhammad Abd Al-Hameed Friday, March 1, 2013

    If the renamed newspaper continues to do what it has been doing all along, it will gain little. IHT has already lost its impact. A Pakistani English language newspaper, The Express Tribune, has been distributing IHT as a free supplement. It has not been able to attract many readers.
    The Times can get better results if it adopts a new vision and methods but it has a closed mind, unwilling to consider anything not invented at home.

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