The media rebrand that everyone loved to hate is reportedly going through another name change.
Tronc, the parent company of the Chicago Tribune, New York Daily News, South Florida Sun Sentinel and other newspapers is changing its name back Tribune Publishing, the name it had since 2013 when the 166-year-old company split its broadcast and print divisions.
A Tronc spokesperson declined to comment on the name change.
Tribune became Tronc two years ago. An amalgam of Tribune online content, the new name faced instant and widespread ridicule, from its new logo to a bizarre press release announcing the change to a corporate video explaining it all.
Former chairman and majority shareholder Michael Ferro, stepped down in March, had championed the change.
The return to Tribune Publishing follows the sale of the Los Angeles Times, which had been a Tribune paper since 2000.
L.A. physician and biotech billionaire Patrick Soon-Shiong acquired the Times along with the San Diego Union-Tribune and a number of community newspapers in a $500 million deal.
“We view the publications we acquired as a quasi-public trust. We understand they will be the voice and inspiration for our cities, our state, the nation and the world,” Soon-Shiong wrote to readers in a full-page ad in the Times and Union-Tribune on Sunday.
Soon-Shiong also named Norman Pearlstine executive editor. The former Time Inc. editor in chief and chief content officer had been assisting Soon-Shiong in the transition.