Innovation Gone Bad: The Best of the Worst Ideas in Media Experimentation

The brain trust at Tribune Publishing knew that modern-day economics don’t work for regional newspapers. So they had to innovate. Thus was born tronc, the new name for Tribune Publishing. tronc stands for “Tribune online content,” and should be capitalized under no circumstance whatsoever—even when it’s the first word in a sentence.

The lower-case name, the pledge to use artificial intelligence in the production of news, and the online promotional video seemed straight out of The Office, and all made tronc a comfortable punch line.

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