What is Tronc and what the hell does it mean?

You might have seen Tronc trending in your timelines, but what exactly the hell is it?

We’re all on social media all of the time — some maybe more than others. Whether it’s for work, play or both, social media warehouses like Twitter are the new water cooler and sometimes things we wouldn’t even think of begin to trend.

On Thursday, one of those things was Tronc.

If you’re wondering what Tronc is and why it was trending on your timeline, it’s the new name that the Tribune Media is changing its name to.

Tribune Media is a massive company that has under major media outlets like the Chicago Tribune and others under its umbrella. the rebranding is something of a head scratcher but it makes sense in that print media is a decaying form of reading news, and this new — and literally more colorful — approach to branding is something that appears to be heard towards younger audiences.

It’s not a bad strategy either. There are some who way young people don’t read the news or care about it. But the rebranding of an ancient company trended on millennial dominated Twitter, so that puts an end to that concern right there.

In fact, Twitter was so invested in this weird bit of news that it even took the time to roll out the trolls:

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