Tuesday, February 26, 2013

New York Times to Rebrand "International Herald Tribune"

The New York Times Company (NYSE: NYT  ) will rebrand the International Herald Tribune, its English-language newspaper distributed around the world, retitling it the International New York Times. The rebranding will occur "later this year," according to a company press release Monday.

Additionally, the firm will roll out what it characterized as "a multiplatform international version of The New York Times that will be tailored and edited specifically for global audiences."

The company said the International New York Times is to be edited from Hong Kong, Paris, London, and New York. It said it would provide further details about the move over the coming months.

"The digital revolution has turned The New York Times from being a great American newspaper to becoming one of the world�s best-known news providers," CEO Mark Thompson was quoted as saying. "We want to exploit that opportunity to attract international audiences, digital subscriptions and advertisers. We also believe that this is the right moment to rename the IHT as the International New York Times to create a single global media brand." The IHT has had three different names in its 125-year history.

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