Adieu IHT, Bonjour International New York Times

The New York Times Co. has rebranded its Paris-based daily, the International Herald Tribune, as the International New York Times -- a bid to lure readers abroad amid the upheaval of the digital era facing traditional newspapers.

Executives say the rechristening Tuesday aims to get the most out of its brand, and complete a gradual fusion of the newspapers' editorial staffs in recent years. The Times took control of the IHT a decade ago by buying the stake of its co-owner, The Washington Post.

Worldwide subscribers to the Herald Tribune -- with a print circulation of 224,000 and distribution in about 135 countries -- woke up Tuesday to a similar-looking newspaper. Novelties include a new masthead, enhanced Page 2, and opinion pieces by dozens of new international columnists.

Europe editor Richard W. Stevenson said the rebranding is really about going digital and reaching out to readers abroad.

"The real driver of what we're doing is a belief that there is a global, digital audience for the journalism that we do," Stevenson said in a recent interview at the newspaper's offices in the La Defense business district west of Paris. He pointed to the goal of converting visitors who get limited free access into paying customers.

"Right now, about 10 percent of our digital subscribers are outside of the United States -- but about 25 or 30 percent of our digital audience comes from outside the United States," he said. "Right there, in the gap between people who are subscribers, and regular visitors to our site, there's an opportunity."

For the launch week, access to the international edition's Web site, global.nytimes.com, will be free, Stevenson said.

With many print publications facing competition from social media, bloggers, 24-7 international television newscasts and other outlets, the Times Co. has been shucking assets -- notably The Boston Globe -- to focus...

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