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International Herald Tribune goes for luxury goods ads

LONDON - The International Herald Tribune is hoping to increase advertising revenues with the launch of a new section for luxury goods advertisers, appearing every Thursday in the title.

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The concept is similar to that of sister newspaper the New York Times, which runs the Page A3 luxury advertising section.

The company is pitching the new section at luxury goods makers wanting to target affluent shoppers around the world, and brands such as Burberry, Versace, MaxMara and Blumarine have already signed up.

Advertisers will also be able to buy in to the global advertising programme run by the International Herald Tribune and the New York Times, called Tell The World, which targets readers in the US, Europe and the Asia Pacific region.

Stephen Dunbar-Johnson, senior vice-president and commercial director for the International Herald Tribune, said: "The IHT's new luxury advertising marketplace is the manifestation of a number of joint initiatives with The New York Times, whereby we will be looking to provide advertisers with global platforms from which to reach high-net-worth readers."

The International Herald Tribune was a joint venture between the New York Times Company and the Washington Post until January this year, when the Post sold its stake.

The move has led to several acrimonious departures at the Tribune and fears over its editorial independence. The New York Times is expanding its global presence and has given the Tribune a break-even deadline of the end of the year.

There was speculation at one point that the Herald would rebranded as the New York Times International, but this move has failed to materialise.

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