Tronc is receiving a brand change back to Tribune Publishing

  The Tribune Tower

For two years, the Chicago Tribune clumsily used its invented nickname & # 39; tronc & # 39 ;. The word now is that he is leaving that name behind, along with his iconic digs. | Getty Images

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The old is new again.

In June 2016, Tribune Publishing, owner of the Chicago Tribune, told the world that it was changing its brand as a digital company known as tronc (which they said represented Tribune's online content). ) It seems that nobody liked the name, except possibly former President Michael Ferro.

Now, the New York Post reports that "Tronc finally realizes he has a stupid name."

 Tronc logo "width =" 570 "height =" 179 "srcset =" 570w , https: //suntimesmedia.files.wordpress. com / 2018/06 / tronc-logo.png? w = 150 & h = 47 150w, 768w, https: // 2018/06 / tronc-logo.png 800w "sizes =" (max-width: 570px) 100vw, 570px

The document quotes an insider from the tronc, "The board actually approved the name change does one month, but I was waiting for the completion of the California agreement "

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 agreement was supposedly final on Monday.

The only question that remains is … what took so long? (John Oliver of HBO makes his way to his bombastic critique of the tronc, about 10 minutes in)

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