What's in a name?

The ITA publishes a monthly newsletter. Is the newsletter called the `Independent Theatre Association`? No, it's called the `Link` and subtitled the ITA newsletter.
Many local companies publish newsletters under a variety of different names. Each name often bearing little resemblance to the name of the organisation reponsible for publishing it. Stages, Stagewhispers, Thespis, Stage Left, Curtain Call, Green Room....
So what about this website? Yes, it's the website of the Independent Theatre Association. But does it deserve a name of it's own like the Link newsletter?
'Theatre Australia' anyone?
Cheers
Grant