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Perhaps I’m the last person who should make fun of Tribune’s renaming its company tronc. But that won’t stop me.

I named Project Unbolt. I proudly worked for TBD. I let my CEO change my title from editor to information content conductor (thankfully, Editor & Publisher went old-school in recognizing me as Editor of the Year). I get why you might choose a ridiculous name (or a great name that others might like; reaction to TBD’s name was mixed).

I’ll say this: It’s too early to say whether this name change is a master stroke, a stupid move or both. I’ll explain that more later.

But the reaction to the move was swift, derisive and hilarious: (more…)

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