Tuesday Wake-Up Call: Tronc might drop its totally awkward name. Plus, a Cannes Lions update | Tech News

Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. You can get an audio version of this briefing on your Alexa device. Search for “Ad Age” under “Skills” in the Alexa app. What people are talking about today: The name Tronc one of the weirdest corporate rebrands in memory might be on its way out. The owner of the Chicago Tribune and New York Daily News is set to change its name back to Tribune Publishing, according to a report in The New York Post, which gets extra credit for its headline, “Tronc finally realizes it has a stupid name.” Bloomberg News, meanwhile, says the company is thinking about dropping the name but hasn’t made a decision yet.

The 2016 debut of the name Tronc (shorthand for Tribune Online Content) spawned a gazillion jokes. Like: “What you gonna do with all that jonc / All that jonc inside your tronc.” And also: “Go home, Tribune. You’re Tronc.”

The Post quoted a source saying the board approved the name change a month ago, but was waiting for the finalization of the sale of the Los Angeles Times and other papers to biotech billionaire Patrick Soon-Shiong, which happened yesterday. Soon-Shiong, who is still a Tronc shareholder, also reportedly thinks the Tronc name is “silly.”

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