Newspapers title is changed in a revamp aimed at testing whether it can turn a profit as its publishing company continues to build a digital audience
Overnight, the International New York Times has become The New York Times International Edition. The change of title is accompanied by a new design, additional news content and more analysis.
It represents an attempt by the New York Times Company to see whether, at a time of digital growth, the newspaper can retain, and even expand, its newsprint audience.
In a letter addressed to readers, the newspapers publisher, Arthur Sulzberger Junior, wrote: We know that in this digital era you get your news from many sources. But we also know that our international readers still crave the depth and breadth of a newspaper.
At the same time, the papers digital offering is also being revamped in the hope of boosting revenues, both from subscribing readers and advertisers.
An inside source spoke of the move as an economy measure to see whether the newsprint issue is able to wash its face. In effect, the company is exploring wherher the paper can turn a profit or, at the least, break even.
These new moves are the latest undertaken by the companys European division, which has undergone a substantial structural reorganisation over the past year or so.
It has moved its headquarters away from Paris to London, necessitating a large number of job cuts in the French capital and a consequent enlargement of staff in its London hub.
Having made international growth a priority, the company has spent an estimated $50m (42m) over three years in seeking to expand its global, digital footprint to grow audiences outside of the US in English as well as other languages.
According to a company press release, the paper will contain more international news, more business stories and more analytical articles.
In the comming months it will also publish content chosen for its relevance to global audiences about gender issues, climate change and education.
Sulzberger, in his letter, contended that the redesigned international edition is a rich complement to our digital presence. He wrote:
The commitment of the New York Times to cover the world remains steadfast. Unlike many other news organisations, we continue to add reporters and editors to our network of bureaus around the world and have more international correspondents reporting from more locations than ever before.