Tronc drops its much-maligned name, reverts to Tribune Publishing Co.

Tronc, Inc. — the owner of the Chicago Tribune, Baltimore Sun and New York Daily News — is changing its name back to Tribune Publishing Company, just over two years after it underwent one of the most-maligned corporate rebrandings in recent memory.

The company said the new name would go into effect on Oct. 9 when its stock ticker on the Nasdaq exchange will change to TPCO from TRNC.

Tribune jettisoned its 150-year-old name in June 2016 in favor of Tronc TRNC, +0.31% — short for Tribune Online Content. At the time, it said the new name would better reflect the company’s ambitions to transform itself into a more digitally-focused enterprise.

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When the new name was announced, the company’s then-nonexecutive chairman and largest shareholder, Michael Ferro, said the phrase was a British term for the box in which tips are collected at a restaurant and are later doled out to staff.

An expanded version of this report appears on WSJ.com.

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