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Tribune Publishing rebrands as tronc, terrible puns ensue

TechCrunch TechCrunch 2/06/2016 Anthony Ha

Tribune Publishing, owner of newspapers including the Chicago Tribune and Los Angeles Times, just announced that starting on June 20, it will rebrand as tronc*, Inc. — short for “tribune online content.”

The company is pitching this as part of its broader move to digital, which also includes the development of troncX*, a “content curation and monetization engine” that also uses artificial intelligence. In a similar vein, the company will be launching a tronc* website, which will serve as “a visual content portal” across all of the company’s titles.

Along with the rebranding, tronc* is moving from the New York Stock Exchange to NASDAQ, where it will trade under the ticker symbol “TRNC.”

“Our industry requires an innovative approach and a fundamentally different way of operating,” said Chairman Michael Ferro in the press release. “Our transformation strategy – which has attracted over $114 million in growth capital – is focused on leveraging artificial intelligence and machine learning to improve the user experience and better monetize our world-class content in order to deliver personalized content to our 60 million monthly users and drive value for all of our stakeholders. Our rebranding to tronc* represents the manner in which we will pool our technology and content resources to execute on our strategy.”

Tribune Publishing spun out from Tribune Media back in 2014.

*Not a typo, somehow.

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