Circulation Auditor Changes Name to BPA Worldwide

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BPA International, a rival to the Audit Bureau of Circulations, will get a new name, set of redesigned logos and a better Web site next week to reflect its expanded media auditing services worldwide.


The Shelton, CT, nonprofit takes the BPA Worldwide name after months of research with business-to-consumer and business-to-business media owners, ad agencies and advertisers. Stein Rogan + Partners, New York, helped with rebranding the 73-year-old organization.


"Within the many countries in which BPA conducts business, 'international' is used to connote countries or regions outside of one's own country," a BPA statement said. "In contrast, the word 'worldwide' is universally understood to encompass all countries, regions and continents."


BPA, which originally stood for Business of Performing Audits, audits 2,000 BTB publications and 600-plus consumer magazines and newspapers in 20 countries. It also audits more than 300 sites, e-mail newsletters, events, databases, wireless and other advertiser-supported media.


A newly redesigned site, at www.bpaww.com, will be friendlier to users, resourceful and content-rich. The old site, at www.bpai.com, will automatically take users to the new one. GCN Publishing, Port Washington, NY, implemented the redesign.


Also, a new master brand logo -- a globe with a surrounding checkmark -- complemented by versions for product lines will become available to members and others who need to use them.


"Essentially this reflects the enormous changes that have gone on in BPA in the last several years, including the greater diversity of our consumer and business products and services, and our still-expanding global reach," said Karlene Lukovitz, vice president of communications at BPA.


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