Tribune Publishing company, the publisher of major big city newspapers such as the Chicago Tribune and LA Times, is changing the firm’s name to tronc in a re-branding effort shifting the publisher to a more online focus.
“tronc, or tribune online content, captures the essence of the Company’s mission,” said the firm in a release.
“tronc pools the Company’s leading media brands and leverages innovative technology to deliver personalised and interactive experiences to its 60 million monthly users.”
The move comes after years of struggles for Tribune and the newspaper industry in general to capture readership moving to online media. In fact, in May, Tribune was the subject of a merger proposal from fellow newspaper publisher Gannett for roughly $860 million.
The move will also build on artificial intelligence technology to increase traffic to the Tribune’s online content and complete a “transformation from a legacy news company to a technology and content company,” according to the release.
The move also comes with an updated corporate look.
This is our new logo. Again, tronc. pic.twitter.com/HzfKaJ6D0Q
— Kurt Gessler (@kurtgessler) June 2, 2016
Immediately after the news, the online reaction was not particularly kind:
honk 4 tronc
— ɹɐʌɐɥɔɾɐ (@ajchavar) June 2, 2016
Tronc sounds like a French verb in one of those tenses that you hardly ever use.
— Joe Weisenthal (@TheStalwart) June 2, 2016
I thought tronc was a Jeff Bridges movie.
— Joe Flint (@JBFlint) June 2, 2016
tronc is the least dumb word in that press release tbh
— Matt Levine (@matt_levine) June 2, 2016
“Tronc?!?!”, thousands of exasperated journalists scream in unison before banging their foreheads on desks.
— Adam Feuerstein (@adamfeuerstein) June 2, 2016
— Farhad Manjoo (@fmanjoo) June 2, 2016
The name change will go into effect on June 20 and the firm will switch it’s publicly traded stock from the New York Stock Exchange to the Nasdaq under the ticker TRNC.