Tribune Publishing’s New Name, ‘tronc,’ Puzzles Marketing Experts

Posted Monday, June 20, 2016 11:00 am

Martha C. White | The New York Times

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.”

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Tribune Publishing’s New Name, ‘tronc,’ Puzzles Marketing Experts

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