'International Herald Tribune' Name to Continue

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NEW YORK (AdAge.com) -- The New York Times Co. is creating a joint ad buy in Europe for the International Herald Tribune and new weekly inserts of The New York Times in local European papers. The move comes just months after it looked like the IHT would instead be rebranded as an international edition of The Times.

Last week the U.K.'s 900,000-circulation Daily Telegraph launched an eight-page weekly section called The New York Times International Weekly. A similar Times section with content repurposed from the U.S. daily has been running in French newspaper Le Monde since April 2002 and papers in Germany, Spain and Italy will be added in a few weeks.

The IHT's 150,000-circulation European edition and the five Times sections will be offered as a single buy called EuroReach, coordinated by the IHT, said Jean-Christophe Demarta, the IHT's advertising director for continental Europe.

The New York Times Co. signaled aggressive international expansion plans last year when it took over the 50% stake it didn't already own in the Herald Tribune from The Washington Post Co. The Times seriously considered rebranding the IHT as its international edition. But extensive research last year among IHT advertisers and readers in Europe and Asia found that the "vast majority" favored the International Herald Tribune name, said an IHT executive.

"Right now the decision has been made to keep the IHT name," he said. "There will continue to be two brands."

Ad campaign for 'IHT'
In a further sign, the IHT broke a print and outdoor ad campaign by London agency Bagshawe Associates in early February in four European countries with the tagline "The world matters."

The only advertiser in the first Times section in the U.K. Telegraph was Cartier, which also ran in Le Monde and the IHT. Another advertiser, Hewlett-Packard, ran earlier in both Le Monde and the IHT. Mr. Demarta said advertisers are expressing interest in EuroReach's combined local and pan-European buy when the remaining local newspaper partners are signed up. A rate card was not yet available.

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