The article considers the problem of a name as a symbolic attachment (marker) assigned to the cultural object in the communication process. The features of signalization of poetry magazines in tradition and in cyberspace are revealed. To clarify the differences between the signifier and the signified, a comparison of two discourses is used: structuralism and post-structuralism as manifestations of the modern and postmodern ways of thought. If in modernity the name embodies the event of meaning, in postmodernity the name generates it, then with a radical break with this opposition, the name of the journal should keep meaning as a post-event subject of communication.