The New York Times Co had been reported to be considering a rebrand of the International Herald Tribune since it took control of the paper last year, when it bought out the Washington Post.
Reports suggest the Herald Tribune would be renamed New York Times International, but it is now thought that executives are leaning towards the idea of retaining the established Herald Tribune identity until the Blair furore dies down.
Blair quit the New York Times on May 1 after he was exposed for filing stories from his Brooklyn apartment, while pretending to be away on assignments, and plagiarising the work of other journalists.
So far, the scandal has already resulted in the departure of three high-profile editorial staff from the paper. Executive editor Howard Raines and his deputy Gerald Boyd both quit, followed closely by one of its top reporters Rick Bragg, who resigned over the use of unaccredited freelance journalists.
Executives at the company, which also owns the Boston Globe and US TV stations, are worried that the damage caused by the Blair scandal may have rippled through to its international audience.
The New York Times set up its joint venture with the Washington Post in 1991. It took over the International Herald Tribune last month after it forced the Post to sell its stake in the company.
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