Tribune Publishing announces … something »

The Tribune Publishing Company, owner of the Chicago Tribune, Los Angeles Times, and more is rebranding:

Tribune Publishing Co. today announced that the Company will change its name to tronc, Inc., a content curation and monetization company focused on creating and distributing premium, verified content across all channels. tronc, or tribune online content, captures the essence of the Company’s mission. tronc pools the Company’s leading media brands and leverages innovative technology to deliver personalized and interactive experiences to its 60 million monthly users.

[…]

Chairman Michael Ferro said, “Our industry requires an innovative approach and a fundamentally different way of operating. Our transformation strategy – which has attracted over $114 million in growth capital – is focused on leveraging artificial intelligence and machine learning to improve the user experience and better monetize our world-class content in order to deliver personalized content to our 60 million monthly users and drive value for all of our stakeholders. Our rebranding to tronc represents the manner in which we will pool our technology and content resources to execute on our strategy.”

I sorta passed out there in the middle of that blockquote, but I’m sure this will save newspapers.