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#DigitalSlang: Why Tribune Publishing’s New Name is ‘tronc’

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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