Alternate Response Becomes ARA
The change was prompted by the industry's shift away from being identified as an alternative to other types of direct marketing, said Arlene Rosen, the New York firm's president.
"ARA Media Solutions will continue to present unique, cost-effective ways of generating new customers, mainly through insert media," she said.
The firm's new Web address is www.aramediasolutions.com, and Rosen can be reached via e-mail at email@example.com. The company's location, telephone and fax number remain the same.