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Business

Tronc, The Name That Launched A Thousand Jokes, Opts For A Retro-Rebranding

tronc-logo.jpg

Tronc.

Comedian John Oliver once said that was the sound of a stack of newspapers being thrown into a dumpster.

Now, the Chicago Tribune reports its parent company, Tronc, is changing its name back to Tribune Publishing.

The Chicago-based company made the announcement Thursday. That ends a two-year run for the often-mocked corporate moniker. The name change becomes official next Tuesday. The company didn’t say what was behind the name change, but recently, its second-largest shareholder said he hoped to convince others to change the name back because “Tronc was a silly name.” The Tribune also says the name change comes at a time when there are potential buyers showing interest in the storied media company.

“tronc,” by the way, was intended to be written in all lower-case letters and stood for “Tribune Online Content.”