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UBM name adds value overseas

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Everything Channel, which publishes CRN, in late September changed its name to UBM Channel. That was the second name change for the group in three years; in 2008 its name was changed to Everything Channel from CMP Media. Robert Faletra, CEO of UBM Chan-nel, spoke to Media Busi-ness about the name change. Media Business: Why was the name of the company changed? Robert Faletra: It's an effort to leverage the value of the (parent company) UBM's name as we push our brands toward international efforts. Everything Channel is well-recognized in North America, but less so overseas. UBM has a global footprint and has operations in all of the major markets around the world, including China and India. It's a highly recognized brand, and this gives us the ability to use that in a marketable fashion. MB: In the digital age, what are the sales and marketing challenges of a name change? Faletra: To some degree, it's easier. People are used to coming to the website and are used to seeing (our) publications. We're not changing the brands of our products; it's really the name change of the company that sits above the brands. Most of our customers really interface with pieces of the business or with multiple pieces of the business; but they know us and they know our capabilities.
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