The New York Times Co said on Monday that it was changing the name of the International Herald Tribune (IHT) to the International New York Times, putting an end to a more than 40-year-old brand that served as the hometown paper for Americans living abroad.
The move to re-brand the IHT is not entirely unexpected. The New York Times has stepped up efforts to strengthen its global recognition, and it is in the process of shedding most of its properties, including the Boston Globe.
Its new chief executive Mark Thompson, who began his job in November, was tapped by the Times partly for his international news experience as the BBC head.
"We believe there is significant potential to grow the number of New York Times subscribers outside of the United States," Thompson said in a statement.
The Times Co said on Monday its global edition would be launched later this year and that it would be edited from Hong Kong, Paris, London and New York.
"The plan is to rebrand all IHT properties as the International New York Times, but we will retain ownership of the IHT name as there may be ways to use it to complement our global brand strategy," said a company spokeswoman.