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The Tragedy Formerly Known As Tribune Publishing Is Now 'Tronc'

By Rachel Cromidas in News on Jun 2, 2016 9:19PM

The Tribune Publishing company is not recreating any classic sci-fi films (that we know of) but it will be going by a new moniker—"tronc"—from here on out.

The company, which publishes the Chicago Tribune and the Los Angeles Times, among other news outlets, sent a memo out to staffers Thursday explaining the change, accompanied by a new logo that may or may not depict the future dismantling of the historic Tribune Tower brick by storied brick. It's a "transformative" step for the "content curation and monetization company," according to the memo, which is now named like a Transformers robot.

Media Twitter leapt at the chance to mock (trounce?) the new name, which may or may not ironically mean "tip jar" in English, may or may not be the sound journalists' morale makes when it hits rock-bottom, and also may or may not portend the company's dark, dark future. Until we acquire a decoder to Michael Ferro's feverish corporate-speak, we can't say for sure.

Below are some of our favorite Tweets that came out on the heels of the news; you can also check out more of our favorite reactions here: