NEW YORK (AdAge.com) -- The Magazine Publishers of America, the trade association for the magazine industry, is changing its name to "MPA" and its tagline to "The Association of Magazine Media" at its annual conference next week, according to the association.
By dropping "publishers" from its name, the association is trying to tell insiders and outsiders that its members now do more than publish ink on paper periodicals. The logo is also changing; view video on that subject here
It's significant, though, that the association kept the word "magazine" in its tagline despite suggestions from some quarters. "Some people said 'Let's be the Media of America," one association member said, speaking anonymously before the association went public with the change Friday morning. "Other people said 'We can't run away from magazines.'"
Another member said he was happy with the change. "It's trying to recognize that we're not just magazine publishers any more."
The MPA joins a growing list of media and ad industry associations changing their names to reflect their expanding missions and the blurring of old boundaries amid the rise of digital media.
Earlier this month the Television Bureau of Advertising, for example, changed its name to TVB and changed its slogan from "Serving American's Television Stations" tagline to "Local Media Marketing Solutions." The TVB told The New York Times that the changes were meant to tell marketers that its services aren't all about local TV spots, but also local stations' websites, mobile sites and other digital platforms.
The Custom Publishing Council renamed itself the Custom Content Council last February. "As we enter our 11th year as an association, we need to ensure that we stay ahead of the ever evolving media world," executive director Lori Rosen said at the time. "'P' for Publishing sounded ancient. 'Content' is a more accurate reflection of what marketers are using to educate, connect, up sell and attract new customers."
Also last February, the American Association of Advertising Agencies changed its name to officially match its longtime nickname, the 4A's, in a bid to shed old baggage and express renewed vitality.
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