Times Mirror Becomes Time4Media

After Tribune's Times Mirror Magazines was sold to Time, the 30-plus-year-old publishing company retired its old name (Times Mirror) in favor of the new Time4Media. Publications within the company include, Ski, Outdoor Life and Golf Magazine. The change will officially appear in all magazines issued after June 2001.

The new name was conceived by editors, art directors and management at Time, according to reports. The concept is designed to promote temporal awareness, as in, "having time" to read, ski, golf, etc. The new name will be used in a series of marketing promotions scheduled to also debut this summer.