The business deal done, ‘Tronc’ will revert to Tribune Publishing
The media company recently sold its California publications, including the Los Angeles Times. The new owner says he ‘always thought Tronc was a silly name.’
“Tronc” will soon be just a memory of a misguided rebranding effort.
On Monday, the media company announced the sale of the Los Angeles Times, San Diego Union-Tribune and several other California publications to billionaire Patrick Soon-Shiong. Reports soon surfaced that Tronc would drop its clunky moniker and once again call itself Tribune Publishing.
The name change took place back in 2016 as part of a broad rebranding of the Chicago-based business, which at the time was grappling with its outdated business model, lackluster public image, and its inability to adapt to a media landscape increasingly less dependent on traditional newspaper publishing. The change was also a way for Tronc to differentiate itself from the Tribune Media company from which it was spun off.
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