AKRON (June 17)—The new organization to emerge out of the merger of the International Tire & Rubber Association and the Tire Association of North America will be known as the TIA—the Tire Industry Association. The name, which the incoming TIA board of directors agreed upon May 6, was chosen because of its inclusive nature and simplicity. "Tire Industry Association represents all geographies by specifying none," TANA President Steve Disney said. "Past names of our respective organizations have mentioned specific geographies and included the geographic terms 'international,' 'national' and 'North America.' By not identifying any specific region, we are inclusive of all." ITRA President Tom Raben noted this is the fifth name in seven years for ITRA and TANA, and that an easy name would be crucial to the organization's plans to boost the tire industry's public image. "One of the goals of the new association will be to appeal to consumers and to improve the public image of the tire industry," Raben said. "Having a name that is easy to remember will help." The two associations officially will merge July 1.