Maybe this new rebranding is a causative effect of realizing the doctrines this organization marketed and promoted are or were false ie. 1914 the end times , the last days , 1975. etc.
Therefore they've taken on the initiative to curtail its expenses , push a majority of the articles to digital format.
The leaders of this organization know they have a captive audience that will read and take in the the writings on a continuous basis, so why not give it to them digitally and save a whole lot of time and expense ?