Tribune Publishing Renames Itself — You May Think It’s a Joke When You Hear the New Name

Jun 3, 2016  •  Post A Comment

We thought it was a joke when we first heard the new name that Tribune Publishing, which has just renamed itself, had chosen. But apparently it’s true. The AP reports that the company is now called “tronc.”

The new name — formally Tronc Inc. — reportedly stands for “Tribune online content.”

“It’s also the former name of Tribune’s new ‘content curation and monetization’ technology, which it now calls TroncX,” the story reports. “That’s the backbone of Tribune’s plan to squeeze more money out of digital ads and customize news articles for readers.”

The company publishes the Los Angeles Times, the Chicago Tribune and nine other major daily newspapers. The report quotes Tribune Chairman Michael Ferro saying that the rebranding indicates how the company will “pool our technology and content resources to execute on our strategy.”

The AP report adds: “We still don’t know if USA Today owner Gannett will continue its $864 million bid for Tribune Publishing, but we do know that no one will have Tribune to kick around anymore.”

tronc logo


  1. Seriously? Even the font for the logo (a slightly redrawn version of the 1970s typeface, Pump) is something of a joke…

  2. I always thought “tronc” was a comic book sound effect.

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