(CP) symbol retired

The little symbol (CP) at the start of a published story had for many years symbolized a solid source of news, obtained from reliable sources. There were few better examples of a productive, cooperative idea. And if you said CP in the business, everybody knew exactly what you meant.

A few weeks ago, it was announced that the CP symbol (and its French equivalent PC) is being "retired" in favour of emphasizing the brand name The Canadian Press. The agency will no longer call itself CP. And subsidiary organizations such as Broadcast News will no longer be individually branded, but be called The Canadian Press.

The repositioning comes in the wake of the pullout of the CanWest Global newspapers from the cooperative this summer and is part of CP's (oops, The Canadian Press's) attempt to raise public awareness.