Image via tronc

When Tribune Publishing rebranded as “tronc” last year, there was much snide mockery, because “tronc” is a dumb name. Now, after some time has passed, there are even more things to mock tronc about.

Huge media companies are weird things. Take, for example, the Los Angeles Times, which is still a pretty good paper despite many years of corporate cost-slashing. The LA Times, a recognizable news outlet that produces journalism, is owned by tronc, a mysterious fake word that does not even produce a single capital letter. Why does tronc exist, anyhow?

Why do we exist?

To transform journalism, offering the world a new model of media companies. Where ingenious technology allows a storied portfolio of storytelling to be pooled, personalized and presented to every person on Earth at the speed of light. We are on a mission to scrupulously maintain the integrity and values of each journalistic brand while enhancing our ability to share and visualize our content.

Wow.

Now that is what I call scrupulously maintaining the integrity and values of each journalistic brand.

What problem are we trying to solve?

In a media landscape ravaged by disruption, journalism retains its depth, credibility and trust, but has been slow to mobilize the full thrust of cuttingedge digital management tools. Digitally native enterprises, on the other hand, can harness such tools but can’t offer the substance of traditional journalism. So far, no one has cracked the code on how to merge the two worlds.

Tronc has 1,763 Twitter followers.

What do we do?

We draw content from our vast media portfolio, where the search for truth and dedication to our communities have earned 92 Pulitzers and a stunning audience of 60 million a month. We maintain the highest values of journalism while merging that content with an arsenal of digital tools. With them, we can exponentially enhance visual storytelling, catapult our ability to track and engage our audience and offer world-class journalism with a cutting-edge delivery system.

“No other media brand is so intellectually distinguished and radically distinct at the same time.”

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I’ll say!