Is the Oregonian's other shoe about to drop?

Found this on Romenesko's website. Papers filed to copyright the name Oregonian Media Group. I think we all know what this means.

http://www.wweek.com/portland/blog-30317-the_oregonian_takes_big_step_that_hints_the_end_of_daily_publishing_is_coming.html

 

I don't know if it's that big of a deal. The O has started publishing papers in Washington County.

 

Just throwing it out there. They may want to incorporate that name, sure, but every time I hear an Advance property using the name Media Group...

 

Yep, I think this is a pretty good clue.

But let's be honest. Did anyone really think that the Oregonian would be the *only* paper untouched by the Newhouse changes. It was going to happen; it was just a matter of when.

We'll see how it plays out.

 

Eh, anybody worth a shit in Portland is busy reading the New York Times anyway.

 

If you work for small town daily, the locals crap on you and talk about the big regional. If you work for the big regional, they talk about the big metro daily. You work for the big metro daily, they talk about the NY Times.
I always figure people in New York crap on the Times and say they only read the New Yorker or Le Monde.

 

I would certainly vouch for that being a pretty good clue.

 

Translation?

 

Meaning they want a name that reflects their expanded media offerings.

 

Not trying to be a smart ass here, but how does changing from Oregonian Publishing Co. to Oregonian Media Group accomplish that? Publishing papers in Washington County is still publishing, and still publishing in Oregon.

 

Was it possible to buy the Oregonian Media Group and then sell it later? Is the Cleveland Media Group still out there?

 

The name is unimportant. It just happens to be that the all the names of the new companies follow the same format. What is important for the purposes of the people who work there is the actual creation of a new company -- or two new companies, really. The Oregonian Media Group will handle the content and ad sales side of the new arrangement and something along the lines of Oregonian Central Services (or a similar name) will handle circulation, printing, etc.

The old newspaper company as currently incorporated will morph into these two new companies. Some people will be invited to take jobs at the new companies, others will be laid off and others will be laid off and offered the opportunity to apply for jobs at the new company.

That is why it's significant.