Why a major newspaper publisher renamed itself “Tronc” and released a silly video

When the newspaper publisher formerly known as the Tribune Company changed its name to “Tronc,” people started snickering. When the company released this video touting Tronc’s disruptive new business strategy, it was subjected to merciless mockery from across the internet: “It’s about meeting in the middle,” says Tronc chief digital officer Anne Vasquez in the video. “Having a tech startup culture meet a legacy corporate culture and then evolving and changing.” “That’s really the fun part,” she says, with no hint of excitement on her face. “That’s exciting.” Reforming the “legacy corporate culture” at Tronc’s stable of local newspapers — including the Los Angeles Times, the nation’s fourth largest by circulation — doesn’t actually sound all that fun. But Tronc’s effort to reinvent local newspapers for the internet…


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