Our brand consultant says that just calling this by our website address isn’t memorable enough, so we were challenged to think of a cool name. We went with “The Topline” because it is something that everyone who has ever worked on a newsroom computer system is used to seeing--those little messages that pop up on the screen during a workday. Will a new brand get us more new readers? Doubtful, but we did pay for the consultant’s advice, and so, like in every newsroom, we have to listen to them. Until we don’t.