This worked for me. I went to the "Crafting/Tradeskill" category, selected "Blank scroll", edited it changing the name and tag, saved the item. Then I placed the scroll and it shows up in the game as "Magical Scroll" the name I gave it.
EDIT: I tried your method as well and it works for me, too.
EDIT2: Are you placing item properties on it and not identifying it? The name of the base item is displayed when something is not identified.