Tribune Publishing Is Officially ‘Tronc’

Branding experts aren't a fan of the name.

Today marks the official end of Tribune Publishing and official beginning of Tronc.

The company first announced the change in hilariously-awful press release earlier this month. The release was mocked almost as much as the name itself, which, as The New York Times found out, is still terrible.

The Times spoke to a few branding and marketing experts about Tronc, and the result was unanimous — Tronc is pure garbage. Here are other ways the new name was described:

“A strangled sound … It creates an ugliness.”

“They have some challenges with the name that they picked.”

“It feels like a longer word that got cut off.”

“The renaming thing blows up way more often than there’s any benefit.”