In a move that signals the changing fortunes of print in a media ecosystem dominated by digital news, the Newspaper Association of America is changing its name to the News Media Alliance on Wednesday.

In an emailed statement to Poynter Monday, Newspaper Association of America CEO David Chavern said the organization's new name "doesn't reflect any diminishment of newspaper" as news medium.

"We are very excited about the new name, brand and programs — just like we are very excited about the future of the news business," Chavern said. "The name change doesn't reflect any diminishment of newspaper as a central way for people to get information but, instead, indicates just how many new ways our members are delivering journalism to their communities. The bottom line is that people consume more news than ever — in all forms — and that is the basis for a vibrant and growing news media industry."

The name change will undoubtedly help the trade group remain relevant as newspapers nationwide struggle with declining print revenues and pressure to experiment digitally. The Newspaper Association of America's membership has fallen to about 2,000 from about 2,700 in 2008, according to The New York Times, which first reported news of the change.

Michael J. Klingensmith, the publisher and vice chairman of the forthcoming News Media Alliance, told the Times he estimates Sunday newspapers will be around "at least another 20 years" but "he wasn’t sure he could say the same for the rest of the week."

The move mirrors a similar change made by the American Society of News Editors (neé American Society of Newspaper Editors) in 2009.