June 24, 2009

LEO Weekly grows up, changes name to Leonard

It’s taken nearly two decades, but LEO Weekly has finally matured into a sophisticated publication. As a result, the once-alternative newsweekly has announced a new name: Leonard Weekly.

“I think the change is a crucial step toward making advertisers, politicians and other media outlets take us seriously,” says Pam Brooks, publisher of Leonard Weekly.

Whereas LEO was an acronym for Louisville Eccentric Observer, Brooks admits the new name doesn’t stand for anything, and that she just “thought the name Leonard was kind of cute, yet still refined.” The publisher further points out that legitimate newspapers in this day and age are neither eccentric nor observant, so dropping those descriptors from the name was not an issue.

When asked whether he endorsed the change, Leonard Weekly Editor Stephen George simply grunted, saying any further comment would probably cost him his job.

During a brief phone interview from his office in Washington, D.C., U.S. Rep. John Yarmuth, D-Ky. — founder of LEO Weekly — says he is surprised to learn the paper is still in operation. 

*This story is part of LEO's Fake Issue.