Tronc changes name back to Tribune Publishing

Tronc, the parent company of the Chicago Tribune, is going back to the Tribune Publishing Co. name, the paper reported. 

The Chicago-based company, which also owns the Baltimore Sun, Orlando Sentinel, the New York Daily News and other publications, announced the decision Oct. 4.

The company has used the widely mocked Tronc name, which stands for Tribune Online Content, for more than two years.

The name change will happen after the market closes Oct. 9. Starting Oct. 10, the company’s stock will trade on the NASDAQ with ticker symbol TPCO. No regulatory approval is needed to change the name back.

“We are excited about the company rebranding to Tribune Publishing,” spokeswoman Marisa Kollias said in a statement. “It’s a nod to our roots, and a reinforcement of the journalistic foundation on which all of our news brands stand.”

LA Times owner Patrick Soon-Shiong weighed in on the name at TheWrap’s media conference Oct. 2 in Los Angeles. “I don’t call it Tronc,” he said. “I can’t stand that word.” Soon-Shiong owns 25 percent of Tronc.

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