Another publishing group has dropped the word “publishing” from its name. The Custom Publishing Council announced Wednesday that it has changed its name to the Custom Content Council.

The association for custom media said the change reflects a “new era” in custom media as well as the “monumental impact content has today on all marketing initiatives.” According to executive director Lori Rosen, the decision was “a long time” in the making.

“As we enter our 11th year as an association, we need to ensure that we stay ahead of the ever-evolving media world,” Rosen said in a statement. “’P’ for Publishing sounded ancient. ‘Content’ is a more accurate reflection of what marketers are using to educate, connect, up sell and attract new customers.”

The CCC said it will relaunch a newly-branded Web site in May.