In with Tribune Publishing, out with ‘tronc’

SHARE In with Tribune Publishing, out with ‘tronc’

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

What’s old is new again.

In June 2016, Tribune Publishing – which owns the Chicago Tribune – told the world it was rebranding as a digital-first company known as tronc (which we were told stood for Tribune Online Content). It seems no one liked the name, except possibly ex-chairman Michael Ferro.

Now, the New York Post is reporting that “Tronc finally realizes it has a stupid name.”


The paper quotes a tronc insider, “The board actually approved the name change a month ago, but was waiting for the completion of the California deal.”

That is, the completion of the sale of the Los Angeles Times and other papers in California to billionaire Patrick Soon Shiong. The $500 million deal was reportedly final on Monday.

The only question remaining is …. what took so long? (HBO’s John Oliver makes his way to his blistering critique of tronc approx. 10 minutes in.)

The Latest
The Kitty HalftTime Show features adoption-ready kittens from three shelters who strut their stuff and do what they do best —play with cat toys.
DeRozan, who was voted a starter in last year’s game, fell short of earning that acknowledgment in 2023.
The work of Homeland Security Investigations in Arizona, dubbed Operation Swipe Left, led to Norris “Nick” Stauffer. It also resulted in criminal charges against more than a dozen people elsewhere — including at least two with political ties — amid allegations of livestreamed abuse, kidnapping threats and the production and distribution of child pornography.