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In with Tribune Publishing, out with 'tronc'

What's old is new again.

In June 2016, Tribune Publishing - which owns the Chicago Tribune - told the world it was rebranding as a digital-first company known as tronc (which we were told stood for Tribune Online Content). It seems no one liked the name, except possibly ex-chairman Michael Ferro.

Now, the New York Post is reporting that "Tronc finally realizes it has a stupid name."

The paper quotes a tronc insider, "The board actually approved the name change a month ago,

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