ABSTRACT
The increasing use of technology for retrieving information has been an impetus for some publishers to align their corporate name or brand more closely with digital formats and platforms, particularly as the amount of their own digital content grows as a percentage of their product portfolio. For example, Rosen Publishing, a major publisher of nonfiction library and educational books, uses “Rosen Digital” as a marketing imprint for its e-books and databases. Pearson, the largest global publisher, established “Pearson Digital Learning” to represent its offerings of instructional technologies.
