Affiliation Networks Inc. said it will change its name to Snowball.com and launch a $6 million campaign to promote the new brand name.
The new name “will better represent the direction of the company,” which is seeking to provide the voice of the I-Generation, the firm said. The I-Generation represents the convergence of 12-29 year old Web-savvy generations X and Y, or the Internet generations.
Ads will begin in September and utilize both print and outdoor media to bring attention to the company and its existing networks among media buyers and marketing professionals trying to reach the I-Generation.
“The name Snowball.com better distinguishes us as an online company with a sense of fun and irreverence, like the audiences of our networks,” said Mark Jung, president and CEO. “Our content is created by the generation itself, building a stronger sense of community.”
Snowball.com operates ChickClick.com, a network of independent, female-powered sites that produces content for young women; IGN.com, a games and entertainment network; and PowerStudents.com, a destination for high school, college and graduate school students seeking to enhance their student experience, both in and out of the classroom.
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