AMERiCA LEARNiNG MEDiA

(ASTD Staff, Washington DC, USA) ASTD President and CEO Tony Bingham and the Board of Directors told conference attendees that the American Society for Training & Development is changing to become the Association for Talent Development (ATD). The announcement came during a ASTD 2014 International Conference & Exposition special session Tuesday evening. Bingham presented the evolution of the profession and described how the Board of Directors came to the decision to rename ASTD.

“This change is the result of decades of discussions that really started back in the early 1990s,” he said.

ASTD was founded in 1943 as the American Society of Training Directors. Its purpose always has been to support the education and development of those responsible for training others. Bingham noted that the field of training and development has grown and changed significantly during the past seven decades. He cited research about the impact and influence of the field, and included video testimonials from practitioners and leaders who commented on the depth and breadth of the profession.

“You know better than most, your work is so much broader than training alone. A look at the 2013 Competency Model shows that. You take the talents and capabilities of others and develop them to their full potential. As a result, organizations can prosper, and the world does indeed work better,” Bingham said.

“However,” he continued, “training and development is absolutely the foundation of the profession—and a cornerstone of ATD—which is why you will continue to see strong support for trainers. ATD is the trainer’s professional home.”

The transition from ASTD to ATD will take about 12 months. Members and customers will see initial changes to the astd.org website, which will be co-branded for several months. A new domain, www.td.org, will become the primary association website,and astd.org will redirect to that site for the foreseeable future.

Electronic newsletters will likely be the first content to feature the ATD logo. T+D magazine will be renamed TD magazine, and will remain the flagship publication for the profession. In addition, a new magazine—CTDO—will be launched that focuses on the needs of chief talent development officers.

Bingham said that materials and resources for ASTD chapters, international strategic partners, and other groups are available to help with their own rebranding efforts. He emphasized that ATD is committed to supporting members, customers, and the entire ASTD community through the transition.

“It is a privilege to represent the work of this profession, and we will continue to work with and support you as the scope of your work broadens and the impact of this field multiplies,” Bingham said.

A website—www.astdnews.org—has been launched that features a recording of the new brand announcement, as well as other materials that explain the rationale for change.