European Herald TribuneI. Abstract

his project presents a concise detailed analysis of a prospective business plan for an innovative new newspaper known as the European Herald Tribune (EHT), which will be in affiliation with the widely read and respectable International Herald Tribune (IHT). The main goal of the EHT is to become “Europe’s Newspaper.” In order to achieve this thorough research has been conducted on the various aspects that may affect the establishment and the possible future success of the EHT.

In the external environment the analysis focuses on the different political, economic, legal, and cultural aspects of Europe and the European market, as well as the competitive environment confronting a new “European” newspaper. Since the core mission of the EHT is to focus on an increasingly pan-European knowledge audience, we have also established a common strategy on how we will operate and attract our customers. Specifically, we have emphasized the partnerships and joint ventures that will be established in individual European countries, the negotiating strategy that will be utilized, the internal HRM structure and the roles and responsibilities of each employee, as well as a prospective cost analysis.

Finally, after examining in detail the strengths, weaknesses, opportunities, and threats facing the debut of a new “European Newspaper,” the analysis offers strategic plans for future development and tactics on possible crisis management.

II. IHT1. Historical Information

he International Herald Tribune (IHT) was founded in 1967, and is the premier international newspaper for opinion leaders and decision makers around the world. It presents a balanced, objective, and tightly edited package of world news, commentary, and features six days a week. A brief history of the IHT is summarized below:

In 1980, the IHT began sending page images via satellite from Paris to Hong Kong, making it the first daily newspaper to be electronically sent across continents and simultaneously available to readers on opposite sides of the world. In 1991, The Washington Post and The New York Times became sole and equal shareholders of the newspaper. In 2001, IHT.TV, a fast-paced 30-minute business program, was launched. And in 2003, The New York Times acquired full ownership of the International Herald Tribune.

Although the IHT is considered a general-interest newspaper, it devotes 40% of its space to business & financial news. In addition to global business and feature stories, the IHT\'s business section carries key financial statistics, including quotations for stocks listed on 35 global exchanges and

exchange rates for 47 currencies. Regional briefings provide a concise overview of business and financial news from Europe, the Americas, the

Middle East and Africa. The IHT also includes 4 p.m. closing information for the New York Stock, American, and NASDAQ stock exchanges.

The IHT is trusted by its readers because it is independent of any political or commercial interest. They enjoy and rely upon its unique blend of news, analysis, business, culture and sports to inform them about the political, economic, technological and social trends that drive the global market in which they operate. In addition, it combines the extensive resources of its own correspondents with those of The New York Times in order to give readers a balanced, practical assessment of the news and emerging trends. As a result, the IHT has become the first truly global newspaper, and is printed at 23 sites in over 180 countries world- wide.

2. Main Activities
Working with established newspaper publishers, the IHT has set up joint venture editorial and production companies to publish local sections that include domestic content in English. Publishing partnerships present additional advertising opportunities in the newspaper\'s pan-regional editions. The opportunities go beyond just being able to place country-specific advertising in the global publication. Thanks to the addition of concise but comprehensive coverage of that country\'s news and events, advertisers have a perfect environment in which to place locally targeted advertising. Publishing partnership editions of the IHT remain one of the best ways to reach high profile, internationally oriented consumers and decision-makers. The advertiser has the opportunity to address local issues, make special offers and develop branding.

These new products, with their clear editorial appeal and improved distribution, are generating significant local circulation growth, with no loss in the quality of the readership. For example, in Greece, 72% of the newspaper\'s