Incisive Media to undergo rebranding back to ALM

NEW YORK: B-to-b publisher Incisive Media is rebranding its American Lawyer Media (ALM) portfolio in the US, going back to its original name, the company confirmed today.

NEW YORK: B-to-b publisher Incisive Media is rebranding its American Lawyer Media (ALM) portfolio in the US, going back to its original name, the company confirmed today. The move comes after Apax Partners acquired a majority stake in the company and plans to split Incisive Media into two properties.

"We are now owned fully by Apax," Patricia Crocker France, VP of marketing for ALM, told PRWeek. ALM, which has been known as Incisive Media since July 2008, is developing a communications strategy around the rebrand and will go out publicly with more information next week, she added.

An internal memo from North America CEO Bill Pollak leaked online this week, noting that "as a result of new agreements signed by our owners and lenders, we will once again become an independent, standalone company, with our own management, board of directors and financing, operating under the ALM brand." The company works with Lee Feldman of Peters & Feldman as a PR consultant, France said.

"The large majority of our portfolio is in the legal space," France said. "We also have real estate properties, but many of our clients, readers, users, are very familiar with the ALM brand name so we really see this as returning to a trusted brand and a brand that our audience and advertisers know well."

The company will inform its clients, readers, and advertisers of the changes via its media properties, France said, which include The American Lawyer and Real Estate Forum.

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