Reader's Digest Association Changes Name to 'Trusted Media Brands'

[mvcg66b3r]

After 93 years, Reader’s Digest Association is changing its name. From now on, the company—which publishes Reader’s Digest, Taste of Home and more—will be known as Trusted Media Brands, Inc (TMBI).

The TMBI name is not going to earn any awards for creativity, but company president and CEO Bonnie Kintzer said it was a necessary move.

“As we head toward our century milestone, it’s appropriate that our new company name reflects the culmination of those changes and the entity we have become — a modern, visionary, brand-driven multiplatform media business,” said Kintzer, in an announcement. “This includes our flagship title, Reader’s Digest, as well as all of the valued brands that our readers trust as sources of information and inspiration in their daily lives.”

http://www.adweek.com/fishbowlny/re...n-changes-name-to-trusted-media-brands/355028

 

[umfan]

Whatever. Seems like a dumb move to remove a name everyone knows from your corporate identity. I do think the current editor of RD is one of the best in the long and successful history of that publication. That's not this Bonnie Kintzer but Liz Vaccirello.

 

[Darth_vader]

"Seems like a dumb move to remove a name everyone knows from your corporate identity."

That's what we were saying about Muzak on another forum.