The Farmington Independent and its sister news organizations are rebranding their division as RiverTown Multimedia.

Individual properties will continue to strengthen their hometown identities while the group's new name emphasizes that together they are much more than simply 10 newspapers operating under the former RiverTown Newspaper Group identity.

"We're rebranding as RiverTown Multimedia to reflect the changes of our industry," Division Director/Publisher Steve Messick said.

Readers in both print and online will start noticing the RiverTown Multimedia logo as it take effect June 6.

"We want to showcase how our digital products and services -- including video, email marketing, mobile web, blogs and social media -- can connect advertisers with our growing audience," Messick said.

RiverTown Multimedia officials anticipate people will view more 25 million pages of locally produced content in 2012. The division had 2,276,878 pageviews and 336,804 unique visitors in May alone.

The Farmington Independent's website had 41,615 pageviews and 9,334 unique visitors last month.

The group includes Hastings Star Gazette, Rosemount Town Pages, Red Wing Republican Eagle, South Washington County Bulletin (Cottage Grove) and Woodbury Bulletin in Minnesota and Hudson Star Observer, New Richmond News, River Falls Journal and Pierce County Herald (Ellsworth) in Wisconsin.

In addition, RiverTown Multimedia has the western Wisconsin news outlet

"We're moving quickly toward completing the transformation into a 24/7 news organization where our readers connect with us electronically at work, at home and on the go via mobile devices," Roger Sievers said. He leads the RiverTown Multimedia's digital products.

"The way people get their news is always evolving and we are evolving along with that," Independent editor Nathan Hansen said.

Readers want quick, accurate news when and where they choose, he noted, rather than simply waiting until the newspaper drops in their mailbox.

To complement the instantaneous, quick-hit nature of RiverTown Multimedia websites, the print editions will continue providing valuable in-depth news and local features to our subscribers.

Our news organizations have two strong platforms, Sievers said, and people use both.

"The Farmington Independent has been around for nearly 30 years, and it will be around for many more," he added. "We're simply expanding what we have to offer our readers."

"Our mission is the same, but we do have dynamic new tools helping us deliver the news our community wants," Messick said.

RiverTown Multimedia team members have held free digital information seminars for local business groups and chambers of commerce this spring throughout our region, Messick said.

"We've learned so much and know we can help equip local businesses with skills for online marketing," he said.

Rivertown Multimedia is a division of Forum Communications Co.