The (w)hole reason people stop there is the name, to buy Uranus souvenirs. There's a Uranus Fudge Factory, for pity's sake. Otherwise it would have been nothing but a bump in the road on old Route 66. So I don't see how the newspaper name is a problem.
Will there be be job opportunities at the paper? I can see it now: come apply for our openings at the Uranus Examiner.
The Uranus Probe would have been a good name too.