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    Location: Aberystwyth, Wales, United Kingdom

    I am the owner and managing director of Information Automation Limited (IAL), a company that specialises in research, consultancy and training for the information profession. We are particularly interested in all forms of electronic information resources (e-journals, e-books, etc) and I teach a course in electronic publishing at the Department of Information Studies in Aberystwyth. Drilling down still further(!), my interests centre on the quality and evaluation of electronic information, and in the thinking that underpins activities in library and information science.
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    Sunday, June 24, 2007

    xRefer becomes Credo Reference

    Thanks to Karen Blakeman who thanks Peter Scott for picking this up in his Library Blog.

    xRefer has just announced that it has changed its name to Credo Reference. The reason for the change? The press release says:

    “While the former name spoke to one of the many benefits of our functionality, cross-linking across content from hundreds of quality titles from dozens of the best reference publishers,” commented John Dove, Credo Reference CEO, “it was far from memorable to those who might hear it for the first time. This made it hard to pass along via word-of-mouth. Our new name speaks to one of the main challenges for online reference publishing, namely how to stand out from the confusing jumble of information and misinformation that today’s online information seeker encounters.”
    I like Karen's comments about the name change ("I agree that we will no longer have to explain to users what xRefer ‘means’ or how to pronounce it, but I am not sure that many will appreciate the roots of ‘Credo’ (Latin for ‘I believe’) . “Credo? Who’s he - one of the hobbits?”"). I am always unsure about re-badging - good thing (new, clean image) or bad thing (lost all the market who knew the old name, however bad it was!). We shall see - it's still a good product.

    The new URL is

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