Steve’s breakdown: This is a huge move and should not be taken lightly at The Times. In fact, none of us should let this happen unless they have a real brand expert in there to help. ‘Tis you?

NEW YORK, NY: The International Herald Tribune doesn’t have enough name recognition for owner The New York Times. So the Times has decided to slap the name of its flagship paper in replacement of “Herald Tribune” in a re-branding effort in print and online to be unveiled later this fall.

The move, confirmed Monday, is part of the Times’ renewed focus on its signature paper as it’s attempting to move away from other activities, like the Boston Globe, which it’s put up for sale, and its regional media group and About.com, properties unloaded last year.

Chairman Arthur Sulzberger Jr. and chief executive officer Mark Thompson said in an internal announcement the rejiggered name positions the company to be known as “one unified brand,” a beneficial quality to advertisers and readers. Thompson said the company will be well served by the re-branding in its effort to grow the Times’ print and digital subscriber base overseas.

The IHT has a worldwide circulation of 226,227, according to the Times, while The Wall Street Journal’s European and Asia editions have a combined 149,522.

The latest re-branding of the IHT will “enhance” the paper’s international sensibility, the Times said, adding that its editorial ranks will also experience some change, with at least some new hires, though a spokeswoman said it’s too early to elaborate. The paper will continue to be edited from New York, Hong Kong, Paris and London.

The IHT has a history that dates to 1887, when it was the European edition of the New York Herald, but it came into the Times’ hands in 1967, as part of a co-ownership with the Washington Post. In 2003, the Times bought out the Post’s stake.

Source: Women’s Wear Daily

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