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What's in a name? Circulation Management rebrands

Circulation Management, the magazine and Web site that has covered the circulation end of the magazine-publishing business, is changing its name to reflect changes in the industry.
Starting in November, the product will be rebranded as Audience Development.

I applaud the move. There can be no doubt that the jobs and tasks of what we once called the circulation department have morphed into something more complex, more challenging and more exciting in today's multi-platform world.

But the change at Circulation Management raises a question.
Circulation Management is owned by Red 7 Media, which is also the parent company of Folio magazine.
And I cannot think of a word that is more closely tied to the print past than "folio."
So can we expect a rebranding of that title as well?

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