Posts tagged ‘The International Herald–Tribune’


Getting ready for global

27.05.2013

I’ve known of this for some time through Medinge: the globalizing of The New York Times. This has meant the retirement of The International Herald–Tribune name, one which brand experts are divided on.
   On the one hand, the NYT doesn’t have it wrong. There are global newspaper brands already, namely those that have taken the opportunity of the internet, viewing it was a chance to build their goodwill, rather than as a threat. The Guardian comes to mind, and even the Daily Mail has become a well known international news source. The snobs must hate it. It’s obviously worked out that The New York Times‘ brand is stronger than The International Herald–Tribune’s, and in this globalized era, it wants to push only one.
   Others, meanwhile, seem to have regressed. The Times’s momentum has been lost, thanks to its paywall experiment, at the precise time others went on a growth spurt. The Daily Telegraph, which for the 1990s and a part of the 2000s was the source for online news, has fallen behind other dailies.
   What this century has shown us is the realization of global businesses, regardless of how large or small you are. If you don’t capitalize on things at an international level, you risk becoming an also-ran. Everything you do potentially reaches the whole planet, so why not build on that as part of your strategy at the very beginning?
   I may be affected by talks with my father at a young age about how foreign exchange worked, and my godfather first introduced me to the currency conversion tables in the newspaper each day when he wondered about my converting prices of cars from Motor into what they could cost in New Zealand. I must have been around seven at the time. From there, you get the inevitable idea that exports are good, just as valuable as selling to a loyal domestic market.
   As of today, as the image above shows, The New York Times is advertising its global edition to New Zealanders. That’s a Kiwi-targeted ad in the pic above from one of our advertising providers on Lucire. Yes, it is selling its tablet and smartphone access—and why not? Again, it makes perfect sense to capitalize on the available technology.
   The numbers say that portable devices outnumber traditional desktop ones. My feeling that things will converge even further, and later this decade, the æsthetic will be such that you won’t be able to tell the difference between the app and a traditional print publication in terms of the look.
   If older businesses hadn’t begun down this route earlier, then it will take a massive corporate cultural change to make it happen. Newer ones may well be at an advantage. The message remains clear: if you don’t treat all people, regardless of nationality, as someone connected to you, then you’re missing out.

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