No abstract

This study examines the most efficient method of sampling content from five years of daily newspaper editions. Selecting nine constructed weeks (nine issues from a Monday, nine from a Tuesday, etc.) from five years is more efficient than the ten constructed weeks—two from each year—suggested by previous research on populations of a year's newspaper content. This rule holds provided the variables being measured do not have large variances.

This study explores the structure of news media brand personality across multiple media outlets including television network news, newspapers, and news magazines. Through a series of exploratory and confirmatory factor analysis procedures with an initial set of 229 personality traits that were reduced to the final set of forty-eight items, we found five brand personality dimensions that can be applicable to news media: Trustworthiness, Dynamism, Sincerity, Sophistication, and Toughness. Practical implications for media brand management are discussed.