Interbike, producers of the OutDoor Demo and Interbike International Bicycle Expo, today announced that its new parent company has changed its name from VNU to The Nielsen Company. Along with the re-branding, Interbike also announced that new leadership, staff and Internet resources have been added to help it achieve its new market-focused goals as a part of the Nielsen Business Media division of the company.

Using The Nielsen Company's extensive resources, the Interbike team plans to launch new services and tools, such as a new Web site with improved exhibitor and attendee tools and industry directory, search and information portals. Interbike will also continue to improve on the successful OutDoor Demo and International Bicycle Expo and their roles in growing the visibility of cycling to non-endemic media and the general public.

Along with the name change, Nielsen has added a new vice president position to its Sports Group, which includes the Action Sports Retailer, Fly Fishing Retailer, Health+Fitness Business Expo, Outdoor Retailer and the Interbike OutDoor Demo and International Bicycle Expo shows. Recent hire, Joe Flynn, mans that position and is tasked with helping each show grow both organically and through acquisitions on an international scale.

Flynn joins Nielsen Business Media with 15-plus years in trade show management and technology with such organizations as E.J. Krause & Associates, Inc. (producers of the COMDEX international shows), AdvanStar's technology group and most recently as CEO of technology services provider Auxilio Incorporated.

A new position, Digital Marketing Manager, has been created and will be in place by February to assist in implementing these ambitious new digital initiatives.

Immediate steps to launch the new branding for The Nielsen Company include the introduction of a new corporate web site ( ) and graphic identity. The new identity will be rolled out progressively by all Nielsen businesses during 2007. The company's trade shows will continue to operate under their existing brands.

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