Tribune Publishing, the parent company that owns several storied and proud newspapers in the US including the Chicago Tribune and the Los Angeles Times, announced on Thursday that it would be changing its name to “tronc Inc.” 
 
 That’s with one lowercase t and one uppercase I. The new moniker, announced on Thursday, functions as an acronym of sorts for Tribune Online Content. The business is being described as “a content curation and monetization company focused on creating and distributing premium, verified content across all channels.” 
 
 It’s just the latest shake-up under Michael W. Ferro, Jr., who bought a stake in the company and became chairman in February. It was meant to evoke the idea of a “delicious world.” “Monde” comes from the Latin word for “world,” and “delēz” is a “fanciful expression of ‘delicious,’” Kraft executives explained at the time.
– It might sound like a French expletive or a new musical craze sweeping the South, but "tronc" is the brand new name of Tribune Publishing, owner of newspapers including the Chicago Tribune and the Los Angeles Times. The company—which is abandoning both the 169-year-old Tribune moniker and, apparently, the practice of capitalizing company names—announced on Thursday that it will now be known as "tronc Inc," an acronym for Tribune Online Content, the Wall Street Journal reports. It says it's becoming "a content curation and monetization company focused on creating and distributing premium, verified content across all channels." Michael Ferro, who became the company's chairman earlier this year and is fighting off a takeover bid from Gannett, says "tronc" is the British term for a box where restaurant tips are pooled, which is apparently how he sees the company's new direction. "Our rebranding to tronc represents the manner in which we will pool our technology and content resources to execute on our strategy," he said in a statement. The Guardian notes that online reaction to the rebrand was "swift and merciless." "If you wanted to signify the pathetic nasal honks of the last dying dinosaur, 'tronc' would be a pretty good word," tweeted Quentin Hardy, the New York Times' deputy tech editor. (In 2012, Kraft rebranded its snack business "Mondelez.")