The New York Times Company to rebrand International Herald Tribune

<a href='http://www.flickr.com/photos/esthervargasc/8162187561/' target='_blank'>Esther Vargas/Flickr</a>

NEW YORK The International Herald Tribune, one of the most enduring brands in journalism history, is getting a new name: The International New York Times.

The rebranding announced Monday comes as The New York Times (NYT) looks to focus on its flagship brand and expand its presence overseas. The name change will become official later this year.

The newspaper plans to add an unspecified number of columnists and reporters. CEO Mark Thompson said in a statement that a company review led it to believe it had the potential to increase subscribers outside of the U.S.

The New York Times Media Group, which comprises the New York Times and the IHT, garnered $468 million in revenue in the final three months of 2012, up 6 percent from the same period a year earlier.

The change continues a transformation going back to the Times' 2003 purchase of The Washington Post's (WPO) 50 percent stake in the Paris-based newspaper. The move made the Times the IHT's full owner. The Times and the Herald Tribune already run a unified website, with visitors to IHT.com automatically sent to an international home page for the Times.

Last week, the Times said it is putting The Boston Globe and its related assets up for sale to concentrate on The New York Times brand.

In September, the company sold its About.com website and related businesses for $300 million to Barry Diller's IAC/InterActiveCorp. In January 2012, the Times sold its regional media group to Halifax Media Holdings for $143 million.

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