The naming rights are valid for 15 years, so it is possible that the building's name could change again as soon as 2024.  The Chicago Tribune joked that the building's new name reminded them of the oft-repeated "What you talkin' 'bout, Willis?" catchphrase from the 1980s American television sitcom Diff'rent Strokes and considered the name-change ill-advised in "a city with a deep appreciation of tradition and a healthy ego, where some Chicagoans still mourn the switch from Marshall Field's to Macy's".  This feeling was confirmed in a July 16, 2009 CNN article in which some Chicago area residents expressed reluctance to accept the Willis Tower name, and in an article that appeared in the October 2010 issue of Chicago magazine that ranked the building among Chicago's 40 most important, the author pointedly refused to acknowledge the name change and referred to the building as the "Sears Tower". Time magazine called the name change one of the top 10 worst corporate name changes and pointed to negative press coverage by local news outlets and online petitions from angry residents.  The naming rights issue continued into 2013, when Eric Zorn noted in the Chicago Tribune that "We're stubborn about such things. This month marked four years since the former Sears Tower was re-christened Willis Tower, and the new name has yet to stick. "