The US-based Newspaper Association of America has followed a global trend with a name change News Media Alliance.
The announcement - and the launch of and launched a new responsive website - is part of a strategic plan which it says highlights the industry's evolution to multiplatform, digitally-savvy businesses and premium content providers.
At the same time, it will open membership digital-first and digital-only news organisations which publish original content, and is working on the launch of new digitally-orientated tools for members.
These include a new online community, ideaXchange, to provide a platform for "sharing, brainstorming and learning from one another easier"; a new digital benchmarking tool metricsXchange, for comparisons between markets and publications; and a "reimagined" annual mediaXchange trade event, this year being held in New Orleans.
President and chief executive David Chavern says the news media industry has cause for optimism: "All evidence shows that people of all ages want and consume more news than ever," he says. "We need to focus on new ways to address the needs of audience and advertisers."
News Media Alliance will "continually evolve" to ensure resources are available to members that facilitate growth and revenue diversification, and Chavern says he does not see its challenges as insurmountable. "All industries periodically face disruptive market and technology changes, and like many others before us, I believe we will come out of it stronger."
More information - and to visit the new website - at www.newsmediaalliance.org.