The Newspaper Association of America is adopting a new brand recognizing that many people now get news from digital sources.

NAA is becoming the News Media Alliance, media industry news site Poynter reported Monday. CEO David Chavern said the new brand isn't meant to diminish the role newspapers play as a news source. Rather, the name reflects new ways the group's members are delivering news to their readers.

"The bottom line is that people consume more news than ever—in all forms—and that is the basis for a vibrant and growing news media industry," he said.

Newspapers across the U.S. have struggled to hold readers with the rise of Internet news sources. The industry's troubles have been reflected in the association's membership, which had dropped from 2,700 to 2,000 members in nine years, the New York Times reported.

The News Media Alliance isn't the first organization to drop "newspaper" from its title. The American Society of Newspaper Editors was rebranded the American Society of News Editors in 2009. http://bit.ly/2cDtrIg

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