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Article: Reed Elsevier reverts to Cahners brand in U.S; dual strategy for 120-title, $1 bil company.(publishing)
- Article from:
- Advertising Age
- Article date:
- February 16, 1998
- Author:
CopyrightCOPYRIGHT 1998 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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After months of debate, the company known as Reed Elsevier Business Information, formerly Cahners Publishing Co. until last June, will change its name March 2--to Cahners Business Information.
The trek back to the 52 year-old brand equity of the Cahners name included several unforeseen twists since the moniker Reed Elsevier Business Information first was proposed.
At that time, the idea of establishing the Reed Elsevier name in the U.S. was uppermost in the minds of management. So was the idea of giving a new identity to a company chat was about to absorb the Chilton Business Group to indicate the merging of two cultures.
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