New York Times Renames International Herald Tribune
File photograph of The New York Times and and International Herald Tribune newspaper front pages in New York

The New York Times plans to rename the International Herald Tribune as International New York Times, underscoring the company's efforts to focus on the parent brand.

In a statement, the company said that the 125-year-old Paris-based newspaper will be rechristened later this year and will also get a revamped website for its global audience. It will be edited from Hong Kong, Paris, London and New York.

"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," said New York Times Company chief executive Mark Thompson, who was formerly the head of BBC.

"We want to exploit that opportunity to attract international audiences, digital subscriptions and advertisers."

NYT's decision to consolidate its brand image is not entirely unprecedented. Earlier this month, the company had announced plans to sell the Boston Globe. The company plans to rebrand all IHT properties as International New York Times, which could serve to lessen confusion for overseas audiences.

The International Herald Tribune was jointly owned by the NYT and the Washington Post from 1967 to 2003, after which the NYT acquired all the shares and restyled it as its international edition. Before 1967, it was known as the Paris edition of the New York Herald Tribune.

The paper now competes with the global editions of the Wall Street Journal and the UK's Financial Times for international English speaking audiences. It is estimated to have a daily circulation of over 226,000 in 160 countries and territories, an IHT spokeswoman told AFP.

Analysts suggest that IHT's consumers may continue to buy the paper despite the name change.

"I can't see many people stopping their reading of the IHT because the brand changes," Ken Doctor, an analyst with Outsell Research told Reuters, adding that NYT is a more popular among younger audiences.

"If you are selling new print subscriptions the New York Times is going to be more recognizable."