Hasta La Creative!

It’s been ten years since the New York Times took full ownership of the International Herald Tribune, so the rebranding of the expat title has been a long time coming.

Some readers among the Paris-based IHT’s 224,000 print subscribers will likely be sorry to see the inevitable come to pass, when the 126-year-old newspaper changes its name to the International New York Times on Oct. 15. The paper launched in 1887 as the Paris Herald, and was most recently jointly owned by the NYT and the Washington Post from 1967 until 2003, when the NYT took full control.

“There’s a lot of nostalgia around the brand,” said IHT publisher Stephen Dunbar-Johnson. “It’s a romantic brand, and you don’t give up on a great brand like the IHT without a profound reason. In one word, the reason is digital.”

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