I am the marketing manager for a not-for-profit, scientific, societal
     journal publisher and I am writing to ask for the opinion of
     librarians.

     The editorial board for one of our journals recently requested that we
     implement a name change (and cover redesign) that is more reflective
     of the journal's scope.  The board would like for the name change to
     be effective with the first issue of 1997, which is published in the
     early spring.

     I realize that there is probably never a good time for a name change
     for anybody involved in cataloging (I have read descriptions of the
     processes you have to go through for a name change --- please accept
     my apologies and gratitude in advance), but I would like to know how
     difficult it would be for you to deal with after renewal.  Would a
     notice mailed with the first issue be adequate?  Would a post-renewal
     name change cause you difficulties when dealing with subscription
     agencies?  Would it be better for the name change to be postponed
     until 1998?

     Could I please receive some comments on this issue?  I believe in the
     value of a name change, but I want to make sure that it is done as
     efficiently and smoothly as possible for our customers.

     Thanks,

     Daphne Greenwood
     dgreenwood@asmusa.org