TRIBUNE Publishing’s recent rebranding of itself prompts the question: What’s in a name?
On Monday, Tribune Publishing — the company behind The Chicago Tribune, Los Angeles Times and nine other major daily newspapers — will become tronc Inc. (with a lowercase “t”), an abbreviation of “Tribune online content.”
The
name change represents a strategic shift from being a newspaper
publisher toward becoming a “content curation and monetization company,”
Tribune Publishing said in a news release this month announcing the
name change.
“Our
rebranding to ‘tronc’ represents the manner in which we will pool our
technology and content resources to execute on our strategy,” the
company’s chairman, Michael Ferro, said in a statement.
The name change had some marketing experts and corporate renaming specialists scratching their heads, though.
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