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For two years, the Chicago Tribune awkwardly wore its made-up moniker ‘tronc.’ Word now is that it’s leaving that name behind - along with its iconic digs. | Getty Images

It’s official: Chicago Tribune owner changes name to Tronc

SHARE It’s official: Chicago Tribune owner changes name to Tronc
SHARE It’s official: Chicago Tribune owner changes name to Tronc

NEW YORK — Don’t call it Tribune Publishing anymore: The newspaper company has officially changed its name to Tronc.

The company behind the Chicago Tribune and Los Angeles Times is shedding its name to rebrand as a high-tech journalism company as it tries to avoid being bought by USA Today owner Gannett Co.

Tronc stands for Tribune online content, the company says.

The Chicago-based publisher will also get a new stock symbol.

Tronc Inc. began trading on the Nasdaq stock exchange Monday under the ticker symbol “TRNC.” Previously, Tribune Publishing Co. was traded on the New York Stock Exchange under the ticker symbol “TPUB.”

Gannett, which has offered $864 million for Tronc, said earlier this month that it is still pursuing a deal despite being rejected.

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