Tribune Publishing Co. Finally Abandons tronc Brand

After two-plus years of ridicule and misunderstanding of Tribune Publishing’s new brand, tronc with a lowercase T, the company is taking back its name. The return to Tribune Publishing Co. goes into effect today after the close of NASDAQ trading. The company’s new ticker symbol will be TPCO. Based in Chicago, Tribune owns the Chicago Tribune, the Baltimore Sun, Hartford Courant, Orlando Sentinel, South Florida’s Sun Sentinel, the New York Daily News, and The Virginian-Pilot among other newspapers.