The console was announced in the June 1988 issue of the Japanese gaming magazine Beep! as the Mark V, but Sega management wanted a stronger name. After reviewing more than 300 proposals, the company settled on "Mega Drive". In North America, the name was changed to "Genesis".[23] Rosen said he insisted on the name as he disliked "Mega Drive" and wanted to represent "a new beginning" for Sega.[25] Sato said some design elements changed, such as the gold "16-bit" wording, in case it was mistaken for yellow. He believed the changes represented different Japanese and American cultural values.[12]