Explaining the reason for the re-brand, CEO of PDMSA, Ingrid Louw, says it took time for the body to see digital as an extension of what journalists do rather than a threat.

“We have taken a conscious decision not to defend our print past and present but to rally around written journalism - news and opinion - on whatever platform it is carried. We realise that print and digital co-exist and that journalism values remain the same on both platforms,” says Louw.

The growth in availability and consumption of digital media world-wide has been countered by a decrease in printed publications being sold. However, consumption of the written word across both platforms combined is on the rise, leaving advertisers in a position where they need to play catch up.

Louw admits that we are in an in-between moment as far as advertising is concerned, and while the printed mediums are still enormously attractive and powerful, advertisers are more and more realising the synergistic relationship between the two.

“The PDMSA re-brand signifies an acceptance of a new reality. In this regard we continue to represent the written word and promote the opportunities it presents. Our purpose remains to represent, promote, express, interact and intervene in all matters concerning the collective industry and matters of common interest to its members,” says Louw.

One of the most pressing issues that the new brand will need to deal with is transformation. PDMSA is committed to developing a programme to address the transformation imperatives within the context of a free and independent press as enshrined in our Constitution.

“We are confident that our extended scope will allow us to make a significant contribution towards addressing the issues and having a positive impact on the industry,” says Louw.