Your humble blogger has returned from vacation
with a sunburn to a rude awakening from the New York Times:
The New York Times Company said on Monday that it was planning to rename The International Herald Tribune, its 125-year-old newspaper based in Paris, and would also unveil a new Web site for international audiences.
Starting this fall, under the plan, the paper will be rechristened The International New York Times, reflecting the company’s intention to focus on its core New York Times newspaper and to build its international presence.
Mark Thompson, president and chief executive of The New York Times Company, said in a statement that the company recently explored its prospects with international audiences, and noted there was “significant potential to grow the number of New York Times subscribers outside of the United States.”...
The announcement is part of the company’s larger plan to focus on its core brand and build its international presence, the spokeswoman said. On Feb. 20, the Times Company said it was exploring offers to sell The Boston Globe and its other New England media properties. Last year, the company sold its stake in Indeed.com, a jobs search engine, and the About Group, the online resource company.
As a business strategy, I get that the Times is sacrificing a minor brand to boost its primary brand. But if I could be nostalgic here for a second, I will mourn the passing of the minor brand.
For me, the International Herald-Tribune was always a small luxury to buy when I was a very budget-conscious undergraduate/graduate student/postdoc/assistant professor travelling outside the United States. It's not that it was a great paper or anything -- truthfully, it was always overpriced and relatively thin in content (except for the wonderful weekend edition, which had the Sunday NYT crossword). It was, however, a very American newspaper in places that were decidedly not the United States. In the pre-Internet days of travel, it was the only place to get two-day old baseball scores. Furthermore, before the Times pushed out the Post, it was also an effective combination of two great broadsheets of American journalism.
It was also a great name -- certainly better than
The Los Angeles Angels of Anaheim The International New York Times, which is ungainly in the extreme.
I suspect the Times will do well in propagating its core brand overseas. But for my generation of travellers, hearing this news evokes a lost memory of grabbing an IHT and a baguette and sitting in a park somewhere digesting a simple lunch and news from home.
It's nostalgia, pure and simple -- but that doesn't mean I won't miss it.
Daniel W. Drezner is professor of international politics at the Fletcher School of Law and Diplomacy at Tufts University.