When’s the best time to announce baby’s name?

According to one site (and of course picked up by many others), John Travolta leaked the name of his son-to-be —Benjamin— several weeks before his birth, prompting us to pose this Question of the Week:

What do you consider to be the optimum moment to make your baby name announcement—and why?

Would you be certain enough of your decision, and impervious enough to namenapping and negative opinions, to pronounce it to the world at any time during your pregnancy (or even before)?

Would you, like the Travoltas, wait until the birth was imminent?

Or would you have a strict no-tell policy and not make the news of your baby name decision public until after the arrival and you’re absolutely sure that the name fits the babe?