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The International Herald Tribune is rebranding as The International New York Times. The rebranding comes with the appointement of a new Editor in Europe, Dick Stevenson, a 28-year veteran of the NYT and a former Washington bureau chief and political editor, based in Europe.

“Reaching more international readers is a key part of the strategy we have outlined to grow The New York Times,” Mark Thompson, the president and chief executive of The New York Times Company, and a former BBC director-general.

According to New York Times research, the New York Times brand is strong internationally but is viewed as a predominantly U.S. brand. The challenge is to show that the INYT has relevant content for a global readership. The New York Times has a unit in charge of monetizing international traffic of its digital properties.

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According to Ad Age, “The plan is simple: to drive people to digital platforms and get people to like the product enough that they want to pay for it.”

The NYT has 708,000 paying digital subscribers at the moment.



Portada Staff

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