Research for the assessment of media reputation

. The article presents the results of a pre-test conducted in Castellón in 2017 as part of the R&D project titled “Media reputation in Spain and Europe” (CSO2017-87513-R). Methods. A questionnaire exploring media reputation’s journalistic and business variables and 31 dependent variables was applied to 24 highly knowledgeable panellists. Questionnaire data were used to establish the journalistic and business variables of media reputation and the stakeholders on which media reputation depends. Results and conclusions. It has been concluded that it is not possible to assign a standardised media reputation profile to stakeholders, that the most economically important stakeholders are those that are more highly valued by panellists and that there are two defining values in media reputation: journalistic excellence and economic viability of the medium.