Magazine circulation has changed a lot since 1981, when the Circulation Management Association of Canada (CMC) was founded. To recognize this, the CMC board is considering a name change "that truly reflects what it is we stand for," according to the association's  eCirculator newsletter.

"In 2011, we will be celebrating our 30th anniversary. From those days in the early 80’s, our industry has evolved tremendously. We are not only Circulators but are Consumer Marketers, Directors of Audience Development, Newsstand Specialists, Account Executives, the list goes on...

Many of us, of course, like the acronym CMC. The brand is strong through the perseverance and diligent work of past and present CMC Board members as well as our truly dedicated membership. Going forward, CMC could simply stand for Circulation Management of Canada. That’s one idea that has been tabled.  

Or…we could go in an entirely new direction looking at a brand new name that might, we repeat might, better reflect the membership today and the work that all of us do."

The idea and discussion is still in its infancy and no decision has been made yet.

The CMC is also working on a redesign of its website.

Last year, U.S.-based magazine Circulation Management changed its name to Audience Development. Around that time, Jason Patterson of Transcontinental Media told Masthead the name change was appropriate "Because [our jobs go] across, across platform. We have to think about delivery of a community, not delivery of a magazine."