On Thursday afternoon Tribune Publishing, the parent company of City Paper, The Sun, and other newspapers, announced it would rebrand itself as tronc (please note the lowercase "t").
Really. tronc. That's the name.
It stands for "Tribune Online Content," which was then truncated (troncated?) to tronc. Somebody who makes way more money than I do got the memo that this rebranding would take place under the umbrella of tronc and thought, "Yeah, sure, this works."
Within minutes, the name tronc was lambasted on Twitter. Media reporters even dropped the veil of objectivity to skewer the objectively horrible name.
Here are some of the best tweets making fun of our new company:
I'm flying home. Sitting next to a high-ranking media exec who'll remain nameless. When she read about #Tronc, she started laughing out loud— Brian Stelter (@brianstelter) June 3, 2016
tronc! pic.twitter.com/CI3pCMP6JZ— Joe Ruppel (@ruppelsive) June 2, 2016
"TRONC TRONC" is how Law and Order starts, right?— Linda Holmes (@nprmonkeysee) June 2, 2016
You need to ask the question: is your content Tronc-worthy?— Prof. (((tronc))) (@ProfJeffJarviss) June 2, 2016
tronc if you're horny— libby watson (@libbycwatson) June 2, 2016
tfw you realize you now work for Tronc pic.twitter.com/7z0bhg84AJ— Seth Fiegerman (@sfiegerman) June 2, 2016
Mashable has many more here.
So what is tronc? It's hard to say. As with just about every new venture that launches these days, the announcement was a word soup of tech buzzwords. The Washington Post called it the "worst press release in the history of journalism."
Let's have a look!
tronc is a "content curation and monetization company focused on creating and distributing premium, verified content across all channels," and this "transformation strategy" will leverage "artificial intelligence and machine learning to create an interactive and customized user experience to benefit our 60 million monthly users."
What? Does this mean my job has been outsourced to a robot?
Oh wait, it is maybe in reference to the brand-spanking-new troncX, a "content curation and monetization engine, which combines our existing assets with new artificial intelligence (“AI”) technology to accelerate our digital growth."
What does this mean for the future of City Paper? The Sun? How will this affect the way you, the reader, consumes our #content gruel—er, stories?
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