“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back in 2016 as part of a broad rebranding of the Chicago-based business, which at the time was grappling with its outdated business model, lackluster public image, and its inability to adapt to a media landscape increasingly less dependent on traditional newspaper publishing.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.