The International Herald Tribune is looking to form an advertising
alliance with a UK national paper, having signed a similar pact with
Frankfurter Allgemeine Zeitung.
IHT ad director Stephen Dunbar-Johnson revealed discussions were taking
place with a UK newspaper and was hopeful of announcing an agreement
As well as joint advertising deals, the agreement is likely to include a
joint publishing arrangement in which parts of the unnamed London paper
would be included in the overseas copies of the IHT.
However, Dunbar-Johnson said constructing a non-competitive alliance
with another English language newspaper was more difficult. ’We need to
think out of the box but we can get a breakthrough,’ he said.
Alliances are also being sought in Asia, Spain and France - thought to
be with Le Figaro.
Advertisers in the IHT and the FAZ are being offered a joint sales
package with an opportunity to go into both titles at a 12.5 per cent
discount off ratecard, with additional discounts for volume. The
discount in the FAZ is particularly attractive as German publishers are
notoriously reluctant to cut rates.
The two newspapers have also formed a sales house, Leadermedia
Deutschland, into which the IHT has folded its Frankfurt-based team of
four. Thomas Schlueter, former general manager of the IHT in Germany,
becomes joint managing director of the sales house, which will target
the recruitment, pharmaceuticals, energy and financial sectors.
Reciprocally, the IHT has agreed to represent the FAZ in core markets
outside Germany through its 45 ad sales staff in nine cities. The
Paris-based international newspaper, which is owned by the Washington
Post and the New York Times, is printed in 19 cities around the
The paper already has associations with Italy’s Corriere della Sera,
Greece’s Kathimerini and Israel’s Ha’aretz. These newspapers, along with
the FAZ, produce English-language sections for inclusion in the local
editions of the IHT.
Separately, the IHT revealed it is to relaunch its website in three
The revamped IHT.com, which Dunbar-Johnson claimed is already making
money, will aim to attract advertising from offshore companies and fund