VNU changing its name to Nielsen Co.

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New York—Nearly six months after it was acquired by a consortium of private equity companies, VNU announced Thursday that it is changing its name to Nielsen Co. The name change reflects the power of some of the company’s top brands, including ACNielsen and Nielsen Media Research. David Calhoun, chairman-CEO, said in a news release that given the company’s increased focus on marketing and media information services, “Nielsen is a name that more clearly suggests the company’s position and role in the marketplace.” He added that Nielsen will be the primary brand that will be adopted by every part of the company. In addition to its Nielsen holdings, the company also publishes 42 trade publications, including Billboard and The Hollywood Reporter. It also owns 60 trade shows and 185 digital products and services. —Matthew Schwartz
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