OREM -- Ancestry.com Inc. is juggling names, choosing now to be known as MyFamily.com Inc.

The name change comes at a time of tremendous growth for the company and more accurately articulates its strategy to create the largest and most active online community in the world for families, according to MyFamily.com.The Ancestry.com name will continue as the brand for the company's online family history tracing service; FamilyHistory.com will continue as a free genealogy message board service; MyFamily.com, which provides free, private Web sites for families, will become the company's master brand.

"Our three Internet properties, MyFamily.com, Ancestry.com and FamilyHistory.com, together constitute the leading service for families on the Internet," said company chief executive officer Curt Allen. "The broader corporate name of MyFamily.com Inc. more effectively unifies these services under one master brand and communicates our vision of connecting and strengthening families -- past, present and future -- on the World Wide Web."

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The company said rankings published in September by Media Metrix show Ancestry.com and MyFamily.com drew the highest number of unique online visitors in their respective categories -- Ancestry.com in online family research and MyFamily.com for password-protected family sites. In recent months, Ancestry.com has ranked among the top 10 Web sites in average page views per month and average minutes spent in usage per month.

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