How do I name a local newsletter?
Short answer
Use the place people identify with plus a simple word: Insider, Scoop, Buzz or Post. Insider is my favorite if I started over. The place doesn't have to be the official city name; a well-known nickname can be better. Then test it like a random resident would: does the name make you want to subscribe?
Location plus a simple word. That's the formula I use, and it's what I'd use again.
"I like Insider, I think is the best. If I had to start over, some of my newsletters are called Insider. I would I like Insider, but you could call it Scoop or Buzz or Post or whatever. So it's location. That's the term."
How do you test a name?
Put yourself in the shoes of a random person living there. What would make you say, ooh, that's interesting, I want to subscribe to that?
Run it as if it were the headline of an ad. A name that sounds like an exclusive business club is a good test case. I don't know that many regular people would jump at being subscribers. A consumer newsletter needs a name a normal resident wants to be part of.
Does it have to be the city's official name?
No. It doesn't have to be a city, a county or even a defined area. Use whatever area people associate themselves with.
If the town has a well-known nickname, that can beat the official name. One Birmingham, Alabama newsletter went with the city's nickname, Magic City, because that's what everybody there calls it.
Should the name describe the topic?
For a niche newsletter, name it after the reader, not the tool. People in HR or insurance aren't thinking "I want to learn how AI can help me." They want to be better at their job. Lots of people hate AI, and they won't choose a newsletter with it in the title. More in what an industry newsletter should cover.
Can I use the same name format in every city?
Yes. Readers in one city will never read your brand in another city, so it doesn't matter that they're the same. One naming pattern and one design across markets saves a lot of work.
When should the name and logo be final?
Before you launch. The welcome email, the landing page and your Facebook and Instagram ads all need the brand. Get it right at the beginning. You can always redo it, but it's a real pain. I already rebranded once because I threw the first one together before I knew this was a real thing. For the look, see how to make a newsletter look professional.
Answered by TJ Larkin. From Local Media HQ podcast conversations, client calls and my own notes, 2025-2026. Last updated .