Will the tronc Trounce the Competition?

Tribune Publishing, the company that owns the Chicago Tribune and the LA Times, amongst others, will change its name to “tronc Inc.” The company said that tronc Inc would be “a content curation and monetization company focused on creating and distributing premium, verified content across all channels”. The name is short for Tribune Online Content. The company also announced the launch of “troncX”, which is an “online curation and monetization engine” which uses AI for “digital growth”.

Content curation and monetizaion engines are, in effect, what all major media companies are in the digital age.

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