NEW YORK -- Don't call it Tribune anymore: The newspaper company has officially changed its name to Tronc.
The company behind the Los Angeles Times and the Chicago Tribune is shedding its name to rebrand as a high-tech journalism company as it tries to avoid being bought by USA Today owner Gannett Co.
Tronc stands for Tribune online content, the company says.
The Chicago-based publisher will also get a new stock symbol.
Tronc Inc. began trading on the Nasdaq stock exchange Monday under the ticker symbol "TRNC." Previously, Tribune Publishing Co. was traded on the New York Stock Exchange under the ticker symbol "TPUB."
Gannett, which has offered $864 million for Tronc, said earlier this month that it is still pursuing a deal despite being rejected.