Posts Tagged ‘Chicago Tribune’

Service of Leaving Well Enough Alone: Why Change a Good Name?

Thursday, October 11th, 2018

Photo:boldmatic.com

I’ve written about name changes before. There have been a bunch of bridges in New York: the 59th Street Bridge aka Queensboro Bridge to Ed Koch Queensboro Bridge; the Triborough Bridge to the Robert F. Kennedy Bridge and this summer the Tappan Zee Bridge became the Gov. Mario M. Cuomo Bridge. I wonder if map makers use both old and new names and if there have been so many changes lately because maps are rarely printed these days and digital changes are easy to do.

Ed Koch Bridge. Photo: nyc.gov

I have frequently griped about NY Now because it in no way describes the trade show that was formerly the New York International Gift Fair.

Some years ago Rupert Murdoch considered changing the name of The Wall Street Journal, the paper he’d bought from the Bancrofts, and he wasn’t the first. In the 1940s some names being looked at were World’s Work, The North American Journal, Business Day or Financial America. They all left well enough alone.

This wasn’t the case at the Tribune Publishing Co. that changed its name in 2016 to Tronc. The company owns the Chicago Tribune, Baltimore Sun and New York Daily News and sold the LA Times this summer.

This week it’s back to Tribune Publishing Co.

Photo: commons.wikimedia.org

Lukas I. Alpert wrote about it in The Wall Street Journal: “When the new name was announced, the company’s then-nonexecutive chairman and largest shareholder, Michael Ferro, said the phrase was a British term for the box in which tips are collected at a restaurant and are later doled out to staff.” Nice to know—but who but anglophiles here knew the word?

Alpert continued: “The Tronc name soon became the subject of jokes on late-night TV and online. Comedian John Oliver said it sounded like ‘a stack of print newspapers being thrown into a dumpster.’”

Photo: logos.wikia.com

In addition to selling the LA Times, since 2016 Ferro stepped down as chairman just before sexual misconduct charges were made public. In addition, Alpert reported that the Tribune Publishing Co. has put the remaining papers up for sale.

Should well-known companies change their names? What do you think of cutesy names for corporations? What about selecting what amounts to a foreign word for a company that does business largely in the US? What other name changes—or company names, for that matter–make little sense?

Photo: thesellerslawfirm.com

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