Tronc mulls ditching brand and reverting back to Tribune Publishing

The rebrand was championed at the time as a way for the business to modernise its image and as a useful point of differentiation from Tribune Media as part of a migration of its business model to a content curation and monetization company.

In the event Tronc certainly made an impact but it was far from the effect desired, with the name trending worldwide as people mocked the clunky title as a cack-handed attempt at modernisation which simply served to reinforce how out of touch the company had become.

Tronc execs are said to be open to a return to their own title in order to put the episode behind them, spurred perhaps by merger talks between Tribune Media and Sinclair Broadcasting Group which may bring the Tribune name back up for grabs.

Any reversion won’t take place until the sale of the Los Angeles Times, San Diego Union Tribune and other California-based titles to Nant Capital concludes.