Courtesy of Paul Farhi at the Washington Post, we learn today that NPR, officially known as National Public Radio since its inception in 1971, now wants to be known – no exceptions, now – as NPR.

Forgive me, but I'm wondering how much the network paid some ad, excuse me, branding agency to tell them this is the way to go.

Vivian Schiller, NPR's chief executive says that because the network is heard on more than just radios it makes sense to re-brand, they're doing so.

Well, British Petroleum a decade ago did opt to go with BP.  Kentucky Fried Chicken with KFC.

Seems sort of silly, since most people will refer to a story or program on "NPR" and not the more formal "National Public Radio."  Doesn't it?

This article appears in Jul 8-14, 2010.