Derision abounds as Tribune Publishing rebrands itself ‘tronc’

The company announced, in a jargon-filled press release, that its new moniker—short for Tribune online content—better suits its vision for the future. Many responded with snark.

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In a time when many publications are struggling, a 150-year-old media company is daring to ask consumers: Would you like some “tronc”?

In April, Gannett offered roughly $400 million to take over Tribune Publishing—which owns the Chicago Tribune and Los Angeles Times, along with several other newspapers.

The company’s chairman, Michael Ferro, has been fighting off the takeover attempt. On Thursday night, his efforts culminated in what some are (mockingly) calling a “glorious” rebranding: tronc. It stands for “Tribune Online Content.”

Casey Newton, The Verge’s Silicon Valley editor, explained:

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