Sichuan Press Association Rebrands to Reflect Broader Media Focus

On April 2, the Sixth Member Congress of the Sichuan Press and Media Association and the Sixth Meeting of the Fifth Council were held in Chengdu. A resolution was passed to change the organization's name from the "Sichuan Press Association" to the "Sichuan Press and Media Association." An official from the association stated that the rebranding is not merely a change in name but represents a comprehensive upgrade in the association's positioning, perspective, and mission. The shift from "Press" to "Press and Media" signifies that the service focus will transition from the traditional newspaper industry to a broader media landscape encompassing newspapers, new media, integrated media, and the wider media industry. This move is both a response to the trends of the omnimedia era and a concrete measure to advance the systematic reform of mainstream media. Following the name change, the association's service scope will expand from newspaper publishers to include integrated media centers at various levels and new media organizations. Its service content will extend beyond traditional newspaper editing, printing, and distribution to broader areas such as omnimedia content production, operational management, and technological enablement. Furthermore, the association will continue to focus on the industry's transition and upgrading needs, building diverse platforms for exchange and cooperation to address practical challenges in business development, talent cultivation, and technology application. During the event, representatives from five organizations, including the Mianyang City News Media Center, National Business Daily, and Sichuan Cover Media, shared insights based on the distinct characteristics of local party media, regional media, and industry-specific media. Their exchanges centered on the core theme of "systematic reform of mainstream media," providing valuable experience for the industry-wide transformation. This year marks the beginning of the 15th Five-Year Plan period and is a critical year for deepening systematic reform in the province's press and media sector. The association official noted that the newly renamed Sichuan Press and Media Association will adhere to its role of serving as an advisory body for the Party and government and a bridge for its member units, contributing to the promotion of systematic reform for mainstream media in Sichuan.