Reader’s Digest, which is in the process of its Chapter 11 bankruptcy reorg process, will soon be unveiling a company name change, according to this long NYT profile of the struggling company trying to reinvent itself. Likely the new name and branding would be unveiled as the company comes out of the bankruptcy proceedings. Highly unlikely that the company would rename the iconic magazine itself, but could mean incorporating some elements of the company re-branding into the mag as well.

As I reported before, the company is really serious about its Face Plan (yes that’s what it is calling its plan for the future), with all kinds of current trendy buzzwords in it, as NYT also notices. As the company moves out of its old offices in Chappaqua in NY, about half of the 900 employees will work in an office in White Plains, and half will work in Midtown Manhattan, a clear break from the past. Still hard to see how the turnaround could happen, renaming and “Face Plan” notwithstanding.