Tribune Publishing Co. officially rebranded as tronc, Inc. today and launched a redesigned corporate Web site to reflects its new mission to become a digitally-focused brand.
The site aggregates content from the publisher’s newspaper Web sites -- from the Los Angeles Times to the Chicago Tribune. It is broken up into categories like News, Sports, Entertainment, Business, Real Estate and Travel.
In the “About Us” section on the company's Web site, tronc outlines its goal to combine the “depth, credibility and trust” of good journalism with the “cutting edge digital management tools” of a digitally native enterprise.
In a memo to employees of tronc, which stands for “Tribune Online Content,” CEO Justin Dearborn wrote: “We are a content company first, last, and always – but in the face of disruption, we must evolve to preserve and grow our iconic brands. Our commitment to journalism has not changed, but we are deploying new technologies to bring our content to life and make it more accessible and visual to our ever-evolving audience.”
Anne Vasquez has been appointed tronc’s Chief Digital Officer. She was the former managing editor of the Sun Sentinel.
“We need to bring our stories to life more quickly and dynamically, leaving more time for our journalists to conceive and pursue ideas,” Vasquez stated. “When you make stories more engaging, the work of our award-winning journalists will reach a wider audience.”
An example of tronc’s dedication to producing online content is chairman Michael Ferro's idea for the publisher to use artificial intelligence to produce 2,000 videos a day. Buzzfeed, in comparison, makes around 65 to 75 videos per week, according to a report from Recode.
The new entity, tronc, has also moved its stock from the NYSE to the NASDAQ, trading under the symbol TRNC instead of TPUB.