Read the memo: Tronc makes it official

The corporation formerly known as Tribune Publishing today becomes Tronc. Doesn't that just roll off the tongue? Here's the memo sent to staffers at the Los Angeles Times (and elsewhere) from CEO Justin Dearborn.

Colleagues,

Today, we officially rebranded as tronc, Inc. and will begin trading on the Nasdaq exchange under the stock ticker “TRNC.”

Our iconic institutions are some of the most respected brands in the world and will remain as such. tronc does not exist without the strength and integrity of the Los Angeles Times, Chicago Tribune, Orlando Sentinel, Sun Sentinel, The San Diego Union-Tribune, The Baltimore Sun, Hartford Courant, Daily Press, The Morning Call and the many local community verticals we own. Collectively, our publications have earned 92 Pulitzer Prize awards and garner an impressive monthly audience of over 60 million, reflecting the commitment and quality that each of you contribute. No other media company can match the power of our brands.

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.

Malcolm CasSelle, Chief Technology Officer and President of New Ventures, and newly appointed Chief Digital Officer Anne Vasquez are going to be visiting all of our local markets this week, sharing our vision and strategy behind tronc. They have also created this video to introduce tronc, what it means and how technology will help make our journalism even more powerful.

We are excited for the opportunity to meet and speak with many of you. The foundation of this company is rooted in our employees who deliver the news in our organizations, some of which have been serving their community with distinction for more than 250 years. With your commitment, we will continue to extend the influence of our titles and deepen our connections to our communities.

Best,

Justin

OK then. NPR's media reporter David Folkenflik had a piece this morning on the troncification of Tribune Publishing and the odd technology and artificial intelligence-based strategy of chairman Michael Ferro. The nicest assessment he could find among actual media executives: "They have an impossible job."