NNI to become known as 'NewsBrands Ireland'
The representative body for the national newspaper industry, National Newspapers of Ireland (NNI), will now operate as NewsBrands Ireland.
The group unveiled its new identity in the capital last night, at an event attended by a host of figures from the media industry.
The body said the rebranding was aimed to "reflect the increasing demand for and delivery of online news content".
"We live in a changing world and it was time that our identity reflected the new reality of newspaper publishing and news delivery," Vincent Crowley, the chairman of NewsBrands Ireland, said at the launch.
"People are now accessing content through all sorts of mediums, and newspapers just happen to be one of them. There are also iPads, mobiles and whatever. So we felt NNI had to move on to reflect how people were now consuming news through all sorts of mediums."
Dara McMahon, the coordinating director of the body, said the organisation would "kick off a major review" of the current Joint National Readership Survey (JNRS). Mr Crowley also said that one of the "key issues" the body will aim to tackle was the VAT rate on newspapers, which stands at 9pc.
"We actually feel that 0pc is the right number for newspapers and publishers, because they're businesses that have higher challenges.
"And many other countries in Europe have a 0pc VAT rate, and we feel that is appropriate."
A team comprised of Kevin O'Sullivan, Carina Moran, Emer Donohoe and Alex O'Connor from PHD were announced as the winning agency of the POP Press Planning Competition for 2015.