Tronc finally realizes it has a stupid name

Tronc, one of the most lambasted corporate name changes of the digital era, is going to return to its original name, Tribune Publishing.

An insider said that the name change for the parent company of the Chicago Tribune and the New York Daily News was awaiting the completion of the spinoff of the Los Angeles Times, San Diego Union-Tribune and several other papers in its California Media group to health tech billionaire Patrick Soon Shiong. That $500 million deal was announced as final on Monday.

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

Ex-chairman Michael Ferro pushed for “Tronc” in June 2016. It supposedly stood for Tribune Online Content, but was widely ridiculed at the time of the announcement.

Even Soon Shiong, the second-largest shareholder in Tronc after Ferro, had called the name “silly” in a tweet Monday and urged a change back to Tribune Publishing.

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