The change in name of ISIS’s flagship English language magazine from Dabiq to Rumiyah prompted media speculation about its significance. This article uses a mixed methods approach that integrates a qualitative social semiotic discourse analysis approach with quantitative methods of information visualisation to examine empirically changes in emphasis and approach in both magazines over time to determine whether the changes are ones of style or substance. The paper argues that, while ISIS has changed its strategic focus over time in response to its changing fortunes, the organisation’s underlying world view, values and ultimate aims remain consistent and unchanged. Dabiq was supposed to be the site of a decisive Moslem victory in the Last Days. Since they got their asses handed to them at Dabiq (in northern Syria) they probably changed the name to Rumiyah (Rome) because having their asses handed to them there is still in the future. Just my opinion, and who the hell listens to me?