WTWH Media renames itself Arrowfly as it grows beyond trade publishing

Key points

• WTWH Media, a Cleveland, Ohio-based trade publisher founded over two decades ago, officially renamed itself Arrowfly in 2025.
• Arrowfly's portfolio now spans more than 40 specialist media brands and more than 45 industry events.
• The company serves professionals across Engineering, Healthcare and Life Sciences, and Food and Retail alongside Hospitality.
• The Robot Report, RoboBusiness, and Robotics Summit and Expo all continue under the Arrowfly umbrella with no editorial changes.

A publishing company that built its reputation covering robots and engineering equipment just got a new name. WTWH Media, the Ohio-based parent of The Robot Report, has rebranded as Arrowfly, effective immediately.

Nothing changes for readers or event attendees. The editors and coverage areas stay put. The company describes the rename as a way to give its brand a shape that matches what the business has actually become: a media group running more than 40 specialist publications and more than 45 conferences and trade expos across three industry sectors.

"We built this company by earning the trust of professionals in industries where editorial authority matters," said Matt Logan, Arrowfly's chief executive. "The name is new, but the foundation is the same: editors who speak each industry's language, events that connect buyers and sellers who'd never meet otherwise, and communities that professionals rely on for the insight and intelligence they need to make real decisions."

The quote continues. Logan added that Arrowfly gives the company "a brand that matches the scale and ambition of what we have become."

What does this mean for Robot Report readers?

For anyone who reads The Robot Report or attends RoboBusiness, it's an honest rebrand with little day-to-day impact. The masthead now reads "an Arrowfly brand" rather than "a WTWH Media brand," but editorial teams and beats remain unchanged. Sponsors and event partners see it as a signal of growth, not a change in direction.

Arrowfly's stated goal is expansion. Grouping its networks under one umbrella lets the company pitch advertisers and event sponsors across all three sectors at once rather than selling each brand separately. That's a standard move for specialist media groups once they reach a certain scale.

The practical upshot for professionals who rely on these publications: keep reading. The bylines don't change.

Should you worry about editorial independence?

Arrowfly says editorial independence is unchanged, and nothing in the announcement suggests otherwise. Rebranding a holding company rarely touches newsroom operations. The editors who covered robotics under WTWH Media cover it still under Arrowfly, and The Robot Report noted the rebrand "reinforces the strength of our community while positioning the company for future growth."

What's worth watching is whether consolidation under a single brand name eventually shifts how the constituent titles are resourced. That's the real question for any specialist media group at this stage.