In a move that is sure to waste an untold amount of staffers’ time spelling out the name to clients, e5 Global Media -- the relatively new owner of the Hollywood Reporter, Billboard and Adweek -- is changing its name ... to “Prometheus Global Media.”
In a memo to staffers (via Folio) announcing the change, chief Richard Beckman said the new name “carries more weight and gravitas in the marketplace.”
Well, it does have more letters.
Prometheus -- as Keith Kelly points out -- is the Greek god “who gave mankind the gift of fire.”
A new brand name is fine. The bigger question is, will its magazines set fire in the marketplace?
Beckman and e5/Prometheus backer Jimmy Finkelstein have spent the year luring high-profile, high-priced talent -- like Janice Min and Michael Wolff -- into the fold. But it’s too early to tell if those investments, as buzzy as they are, will pay off in long the run.
"The company is all about engaging people and marketers at the intersection of culture's most powerful forces -- music, media and entertainment," Beckman told the Post.
For what it’s worth, here’s the landing page for Prometheus’ soon-to-be-launched corporate website.