Fairmount Media Group has renamed its LinkedIn media property Confidential to Startup Culture, marking a shift in editorial focus for one of the group’s largest audience platforms. No new company was formed, no ownership changed hands, and the underlying LinkedIn Page itself remains the same entity, now presented under a new name and identity. “Confidential built a large, engaged audience, but the name no longer reflected what the page was actually about,” said Lakshit Jain, CEO of Fairmount Media Group. “Startup Culture is a clearer description of the content our readers come to us for: the day-to-day reality of building companies, not just the polished version of it.” The company operates a number of digital media pages and brands, with Startup Culture representing its flagship title for founder- and startup-focused content going forward.