How to put news media reputation, visibility and audience loyalty to work: a proposal from an academic point of view
Abstract
This research aims to make reputation, visibility and audience loyalty workable, as they are critical to the economic viability of news media. To assess the pertinence and potential of these concepts as sustainability tools, we have surveyed a sample of academics and experts. They perceive reputation as an essential asset for the survival of news media. Visibility and audience loyalty may improve by following some best practices that have positively impacted generation value and income in other content-related businesses. Regarding metrics, the experts try to make do with the well-established advertising market measurements but state clearly that quality methods are indisputable to analyze reputation. Reputation and audience loyalty share values such as quality, credibility and audience orientation. Visibility, on its part, stands out as a prerequisite to survival, but more is needed to ensure the sustainability of news media.
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In order to support the global exchange of knowledge, the journal Estudios sobre el Mensaje Periodístico is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
