Le mot content devient central aux USA. A tel point que le Custom Publishing Council vient de se rebaptiser Custom Content Council. Si l'UJJEF (Union des Journaux et des Journalistes en France) suivait le même chemin, l'association s'appellerait l'Union des Producteurs de Contenus pour les Entreprises.Voici le début du communiqué expliquant ce changement de nom : Reflecting a new era in custom media – and the monumental impact content has today on all marketing initiatives – the Custom Publishing Council, the leading professional association for custom media, has changed its name to the Custom Content Council (CCC). “This decision was a long time in the making and I’m very happy we’ve made it. As we enter our 11th year as an association, we need to ensure that we stay ahead of the ever evolving media world. ‘P’ for Publishing sounded ancient,” said Lori Rosen, Executive Director, Custom Content Council. “‘Content’ is a more accurate reflection of what marketers are using to educate, connect, up sell and attract new customers.” The Council was formed in 1999 prior to the digital, mobile and social media booms. At the time, the business was entirely print focused. Today marketers of all sizes and industries use content, far beyond product descriptions, to drive customer growth and retention. In addition to print, custom content providers are constantly utilizing content in a variety of formats: blogs, video, webzines, emails, podcasts, microsites, newsletters, and more. Custom content is estimated to be a $37 billion industry that continues to outpace other media sectors as it grows 5-10 percent annually.