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Two of the country's most prestigious newspapers moved last week to extend their brands -- one further into television and Europe, the other into book publishing.

The New York Times said on Tuesday that its television group would co-produce two one-hour documentaries with Germany's leading public television producer, Zweites Deutsches Fernsehen Television (ZDF), that would examine advances in military technology. The Perfect War aired last week in Germany and is being adapted by NYTT for use on the PBS series Nova.

On Wednesday the paper said that it had struck a deal with the Daily Telegraph of London to provide the British paper with a weekly eight-page supplement of news from the pages of the U.S. paper.

No terms of the deal were announced. The supplement will be distributed in 400,000 copies of the Telegraph, owned by the beleaguered Hollinger International Inc.

In addition, the supplement will carry advertising that is being sold through a collaborative enterprise known as EuroReach, that will also provide ads for the International Herald Tribune, a division of the New York Times Co. The EuroReach concept is expected to be tried in Germany, Italy and Spain.

The Times has been publishing special sections for France's Le Monde for two years.

A division of the book publisher Random House said last week that it had cut a deal with editors at the Wall Street Journal to produce books on "a wide range of business and non-business topics." Crown Publishers said WSJ editors will provide it with a minimum of four titles a year, with "both narratives written by Wall Street Journal reporters and original books by Journal staff that reflects the paper's tradition."

The first book in the deal will be The Wall Street Journal Guide to the Business of Life, based on the Journal's "coverage of travel, health and fitness, entertaining, work and family, the arts, education, shopping, real estate, personal technology and personal finance."

It's not surprising that two of the best brand names in American publishing are cutting deals to extend the use of those brands into other markets.
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Title Annotation:New York Times Co., Wall Street Journal
Comment:NYT, WSJ EXTEND BRANDS TO NEW MARKETS.(New York Times Co., Wall Street Journal)
Geographic Code:4EUUK
Date:Mar 29, 2004
Next Article:BRIEFS.

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