Affect Digital Media is merging with Advocate Digital Services, Victoria Advocate Publishing Co. announced Monday.

Going forward, the name Advocate Digital Services will be used, company officials said. Victoria Advocate Publishing formed Advocate Digital Media in 2012 and later rebranded it as Affect Digital Media. Advocate Digital Services is a full-service digital marketing firm focused on print and video advertising, as well as web design and applications.

The name consolidation is designed to reduce market confusion, said Dick Franks, chief executive officer of M. Roberts Media, the parent company of the Victoria Advocate. The newspaper will continue to serve all digital, print, market research, direct mail, commercial printing and event-based products.

“Our clients can be assured that the newspaper, through Advocate Digital Services, can handle all their digital marketing and advertising needs,” Franks said.

The Advocate, formed in 1846, is the second-oldest daily newspaper in Texas. In 2018, the Texas Associated Press Managing Editors named it the Newspaper of the Year.