By the late 1980s, some publishers dropped the term "New Age" as a marketing device. In 1994, the scholar of religion Gordon J. Melton presented a conference paper in which he argued that, given that he knew of nobody describing their practices as "New Age" anymore, the New Age had died. In 2001, Hammer observed that the term "New Age" had increasingly been rejected as either pejorative or meaningless by individuals within the Western cultic milieu. He also noted that within this milieu it was not being replaced by any alternative and that as such a sense of collective identity was being lost.