What’s in a name? That which we call a tronc by any other name would publish content as curated and verified.\n\nThat’s what media mogul Michael Ferro would like you to think, as he rebuilds the company formerly known as Tribune Publishing in his own image. Ferro just rechristened Tribune Publishing "tronc" (with a lowercase t, which we are ignoring here), which stands for "Tribune online content." The name change symbolizes a major directional shift for the company.\n\nGood call? Or...not so good call?\n\nAs chairman, Ferro has fended off an unsolicited takeover offer from international news and information company Gannett for now, and has big plans for Tronc. Artificial intelligence! Machine vision! Content monetization and curation!\n\nLet’s be honest: the company did need a shake up. Advertising was down, the numbers weren’t great, and the constant bleeding of employees hasn’t stopped for nearly 10 years now. This name change is something radically new, and newspapers need something radically new to save them from themselves. At the end of the day, it doesn’t matter what the Chicago Tribune or the LA Times call themselves.\n But are Ferro and friends what the journalists at the storied institutions that make up Tronc need? At least Gannett knows how to run a news operation, and they don’t have as nasty a track record as Ferro and friends do. Besides, Ferro and other board members are facing a lawsuit from a shareholder, and others have gone on record stating their doubts about Ferro’s plans for the company.\n\nSo: #YesTronc or #NoTronc?Ouch.Can't argue with capital.Laughter is good, right??Not a good sign for journalism.Ouch.Can't argue with capital.Laughter is good, right??Not a good sign for journalism.