Journalism as brand equity: how audiences perceive news brands

Media brands don't simply produce journalism - they also leverage their associations with high-quality, impactful journalism as part of their brand 'equity'.

To uncover the evolving audience perceptions of news brands - from The BBC and New York Times to Reuters and The Wall Street Journal - we analyzed over 4 million online conversations, revealing the degree to which audiences identify each of these brands with high-quality reporting.

Download the report.