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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 8, January-June 2009


Mónica Herrero Universidad de Navarra Juan Pablo Artero Universidad de Navarra Alfonso Sánchez-Tabernero Universidad de Navarra
Title Editorial Content as Determining Tool for Brand Building: The case of El Mundo Summary The daily newspaper “El Mundo” (“The World”) was launched in Madrid in 1989. The external circumstances were really discouraging: The publishing company did not have enough capital, it did not own printing facilities and the journalistic crew was too short. However, “El Mundo” did managed to surpass these obstacles and has turned into the second best-selling general information newspaper in Spain. The key success factor of “El Mundo” has been its editorial bid: its valor to denounce cases of political and economic corruption; its independence from advertisers and the main political parties. In this research paper, the main editorial bids and brand attributes of “El Mundo” are analyzed. In order to reach this aim, interviews will be held with the main managers of the newspaper and the brand research reports that the marketing department prepares will also be studied. Keywords Editorial management, leadership, general press, media contents


doi: https://doi.org/10.31921/doxacom.n8a8


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