The Center for Public Integrity is back to being the Center for Public Integrity

LINK: www.publicintegrity.org ➚ | 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.

Show tags

Sophie Culpepper

The California Google deal could leave out news startups and the smallest publishers

“We don’t know whether or how this nonprofit and its fund will operate, and likely won’t for some months (nonprofit governance is many things, but fast is not one of them).”

Joshua Benton

With an expansion on the way, Ken Doctor’s Lookout thinks it has some answers to the local news crisis

After finding success — and a Pulitzer Prize — in Santa Cruz, Lookout aims to replicate its model in Oregon. “All of these playbooks are at least partially written. You sometimes hear people say, ‘Nobody’s figured it out yet.’ But this is all about execution.”

Mathias Felipe de Lima Santos

Big tech is painting itself as journalism’s savior. We should tread carefully.

“We set out to explore how big tech’s ‘philanthrocapitalism’ could be reshaping the news industry, focusing on countries in the Global South…Our findings suggest an emerging web of dependency between cash-strapped newsrooms and Silicon Valley’s deep pockets.”

Leave a comment