Newspaper publisher and ostensible online media company Tronc has acknowledged how silly its name is and will be changing it back to Tribune Publishing, according to a report from the New York Post. 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back in 2016 as part of a broad rebranding of the Chicago-based business, which at the time was grappling with its outdated business model, lackluster public image, and its inability to adapt to a media landscape increasingly less dependent on traditional newspaper publishing.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.
The Tronc name was widely ridiculed at the time as an out-of-touch way to modernize the look and feel of a company partly...
