Understanding the Key Factors of the News Media Brand

Attracting and retaining the audience is one of the main problems of mass media. The audience is the most important asset of any media, and the concern to attract and retain audiences in the media is like concern for profitability in business. One of the ways to attract and retain audience is creating a brand for the media. The purpose of the present research is to answer the question of what factors affect to create a brand for news media. To answer the question, we used the meta-synthesis method. The statistical population of this research is qualitative articles that have been published on the media brand, in particular the news media brand, between 2000 and 2017. Using content analysis, a total of 87 codes, 18 concepts and 5 categories for the brand of news media were discovered and labeled. Findings showed that the agents of organization, message, communication, audience and values are effective in creating a brand for news media.