Brady’s new Philly site will be called Billy Penn

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Billy Penn. (Billy Penn)
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Jim Brady has settled on a name for the mobile-focused local-news platform he's in the process of launching in Philadelphia.

Originally billed as brother.ly, a reference to the City of Brotherly Love, Brady has changed the title to Billy Penn, which Philly dwellers will recognize as a nod to Pennsylvania founder William Penn, whose statue stands atop city hall.

Brady said the name brother.ly hadn't gotten great early feedback from potential readers, some of whom suggested it had a male connotation, while others sniffed that it would kind of be like chosing bigapple.com for a news website about New York.

"We wanted an insider-y word, name or phrase that would mean something to Philadelphians, even if it meant little to those outside," Brady wrote in a blog post about the site, which is now live at billypenn.com.

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As Capital reported in a profile of Brady last month, the former Washington Post web editor and editor-in-chief of Digital First Media is planning on spending somewhere in the mid-six-figures of his own money in the next year to bankroll the venture, which is getting office space and resources from Temple University.