(Update, 6/3, 7:15 p.m.: Tronc informs us that they are now the owners of @tronc.) 

In case you haven’t heard, Tribune Publishing is now “tronc”  with the lowercase “t” and all, because it’s supposed to be more cool and Internet-y.

Tronc (which we’re going to capitalize from here on out) stands for “Tribune online content.” The company said in a press release that its new mission is to be “a content curation and monetization company focused on creating and distributing premium, verified content across all channels.”

The company publishes the Chicago Tribune, Los Angeles Times and Baltimore Sun, among other papers. It’s been in the middle of a big fight recently to stop a hostile takeover by Gannett, another publishing giant.

Will the new branding help Tronc rise again? I don’t know. But I do know that the new, cool, Internet-y Tronc forgot the key lesson from the first day of “Corporate Internet 101” class: It failed to secure the social media accounts to go with its new name before announcing it to the world.

I mean…


Screenshot of @tronc on Twitter

…come onnn.

This has all happened before. Remember when Netflix wanted to split off the DVD-by-mail part of its business and rename it Qwikster? Yeah. Someone already had the handle on Twitter:

That was in 2011, and Netflix abandoned the idea after about a month — for reasons other than its awkward Twitter situation.

How long will we have Tronc? Only time will tell. Until then, Tronc can console itself with the fact that even if it doesn’t have @tronc, Twitter can’t stop talking about Tronc, because the name is completely hilarious.