Oct
05
Doctor's orders? The 'sad, silly' Tronc brand is no more
Posted in: Uncategorized
Everybody in the media world has been ridiculing the brand since it was officially unveiled in June 2016. So why change the name now? Well, because Dr. Soon-Shiong not only did the company the great favor of taking the Los Angeles Times off its hands, but he remains the second-largest shareholder of Tronc stock. So his opinion regarding corporate branding carries extra weight.
Some reports had the Tronc board leaning toward abandoning the name even before the L.A. Times sale, but Dr. Soon-Shiong’s harsh public comment surely helped the cause.
The same day he visited the L.A. Times newsroom, The Guardian (U.K.) served up a tentative news item with the headline “Tronc to change name back to Tribune Publishing after two years of ridicule.”
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