Nieman Foundation at Harvard
The Atlantic’s layoffs may sound the death knell for two media revenue hopes: Video and in-person events
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Aug. 21, 2012, 9:28 p.m.
Business Models
LINK:  ➚   |   Posted by: Joshua Benton   |   August 21, 2012

Last year, CPI tried what (to be honest) struck me as an odd rebranding, swapping their decades-old brand for “iWatch News.” It wasn’t a rebranding exactly — more the creation of a news site semi-distinct from the news organization. But the iWatch News brand was front and center.

Yesterday, CPI took back its old identity and sent iWatch News to the ash heap of history. Here’s CPI’s Bill Buzenberg:

It sounded good at the time and looked good on paper, but it never fit quite right. And frankly, it led to some confusion about who we are — which is and always has been The Center for Public Integrity, one of the country’s oldest and largest nonpartisan, nonprofit investigative news organizations…

What we learned in the last year is that our website isn’t a product of The Center for Public Integrity — it is The Center for Public Integrity. That’s why we have decided to reclaim our name and be known by a single identity. By embracing our given name, we’re taking the confusion out of who we are and reaffirming what we stand for.

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