With the San Diego Union-Tribune changing its name to U-T San Diego this week, some confusion has popped up, especially outside of Southern California, finds Grumpy Editor.
Seems that the abbreviated title --- UT --- has a collegiate flavor since it also stands for:
University of Texas
University of Toledo
University of Tennessee
University of Tampa
Hotel owner Doug Manchester, who acquired the newspaper late last year, declares, “This change marks a new era in our company’s history.”
The change also affects everything from the newspaper’s business cards to its website.
Manchester purchased the Union-Tribune from Platinum Equity, an investment firm, which acquired it in May, 2009 from long-time owner Copley Press Inc.
(During the acquisition process, Manchester said, “Taking ownership of a 143-year-old Pulitzer Prize-winning news organization comes with great responsibility. We believe San Diego is the finest city in America and pledge to be strong advocates for the city’s interests and conscientious caretakers of the Union-Tribune and its legacy.”)
The name change is being accompanied by a requested new look of staffers.
In an area noted for casual California lifestyle and far from New York’s Madison Ave., management is asking employees to dress in “sharp business attire.”
Of course, the new “dapper look” will cause problems when reporters cover such events as sooty brush fires, high surf action at beaches and aftereffects of downpours.
But they will be among the best dressed at ribbon-cuttings.
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