Gizmag is now New Atlas

I’ve only been a subscriber to the tech-newszine Gizmag for about three years, but this online newsletter has been around for 15 years.

15 years, using the name Gizmag.

Consider that name. If you see a newsletter or magazine called Gizmag, what does the title convey to you?

Giz is part of “gizmo,” isn’t it? A word that implies electronics, technical “stuff,” and has an irreverent and “now” feel to it.

Today, the top story on Gizmag was that after 15 years it is changing its name… to New Atlas.

What does their new title imply?

To me, New Atlas has nothing to do with technology, computers, or up-to-the-minute information. At a casual glance at the title, I wouldn’t even know that it’s a newsletter or zine.

To me New Atlas would refer to either an atlas, or maps (and has that field covered, IMHO – Atlas Obscura is a fantastic news-zine on just what the name implies) or to Ayn Rand’s book, Atlas Shrugged.

There is nothing in that title that refers to what this newszine was, or apparently is supposed to be.

The article announcing the name change requested feedback, and I sent them an email immediately giving them my opinion that they had made a big mistake in changing the name.

It will be interesting to see if their “new subscribers” drops to zero..