UBM name adds value overseas

By Matthew Schwartz

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.

PRINTED FROM: http://www.btobonline.com/article/20111104/MEDIABUSINESS07/311019987/&template=printart