A Name (Un)Like Any Other Name

WHAT'S IN A NAME? Plenty, judging from the time, thought, and expense that go into picking a new name for an online company. Can you name the new company monikers for Dow Jones Interactive, Reuters Business Briefing, Dow Jones Reuters Business Interactive, UMI, Bell & Howell Information and Learning, the Dialog Corporation, and WLN? Don't be discouraged if you can't. Only close observers can keep up with the continual name changes.

pp. 36, 38