• by Tony Silber , March 7, 2022

ALM, the multimarket media company best known for serving the legal markets, this week announced a rebranding intended to more closely align its business units and messaging.

The move is just the latest in a wave of media-company rebranding initiatives, including at IDG — now Foundry, and Trusted Media Brands Inc. — now TMB. For ALM, it represents the culmination of efforts to position the company to better support audiences in all of the company’s verticals, including its core, legal, but also the insurance, commercial real estate and financial-services markets.

“I’ve spent a good bit of time during COVID talking to customers, and I realized that we weren’t doing a good job of communicating our story about the ALM of the last five years,” CEO Bill Carter said.  “We’ve transformed from [an unconnected] number of brands into an integrated information services, data and media business built on top of those brands.”

For example, Carter said, in the legal division all brands roll up into Law.com, and new capabilities have been either added or enhanced. Law.com features a data tool for strategic planning, and a “Law.com Radar,” which tracks and reports new litigation within minutes of it being filed.

The B2B media space has changed, as have the needs of the professionals it serves, Carter said. It’s no longer enough to report on the news and trends. Now context, insight, data and analysis are needed, he said, along with forums and events.

Complete with a new logo and website, the rebrand is an opportunity to reintroduce the company as more than support for any individual industry.

Instead, the rebrand and its underlying internal reorganization of resources will allow ALM to add new, more insightful content and further improve its analytical capabilities, Carter added. ALM will also be adding to its intelligence offerings to assist leaders in making better strategic decisions, as well as developing tools and resources to help buyers and sellers to better engage one another.

ALM has more than seven million influential professionals in its audiences, and more than nine million unique page views each month.

Carter said the company, whose revenue is already 50% subscription-based, now has new opportunities to expand both organically and through acquisitions. “This rebranding is opening up new paths for us -- new growth opportunities,” Carter said. “We’re ramping up now that we have a foundational element in place.”