SourceForge, Inc., a company focused in the development of open source software and tools, has reportedly renamed its company as Geeknet, Inc.

 

This change, according to the company, more accurately reflect the company's business and the growing market it serves. Moreover, the name change is also said to support the company's intention to expand the reach of its online advertising services into new categories.

 

"Renaming the company Geeknet is the latest step in our rapid transformation," said Scott L. Kauffman, president and CEO at Geeknet, in a statement. "Our new name is a more accurate articulation of our business. With Geeknet as our calling card on Madison Avenue, we are now able to clearly define the audience we serve and more effectively capture the business opportunity that we are addressing."

 

Geeknet is the global technology community and the company network includes SourceForge, Slashdot, ThinkGeek and Ohloh, among others. Geeknet has been serving a global community of more than 40 million geeks each month.

 

"The geek demographic is bigger than most people realize, and it is growing every day in both scope and influence," Kauffman said. "Its product appeal extends beyond servers and slide rules to include video games, soft drinks, automobiles, fast food, fashion, entertainment, consumer electronics and other goods. We call this phenomenon the 'geekification' of the world, and we believe that our network provides the best platform for advertisers to reach this highly coveted audience."

 

The company’s also said its plan to launch a series of programs to support the new brand and to raise awareness of Geeknet.