The study, conducted by researchers Llúcia Castells-Fos, Lluís Codina, and Carles Pont-Sorribes, analyzes the challenges faced by traditional media in maintaining their relevance and audience engagement in a context of digital transformation and growing distrust toward the media.

The MAREA Methodology: A Tool for Media Sustainability

The report presents MAREA, an analytical tool designed to measure and improve the relevance and engagement of media outlets. This methodology is based on three fundamental dimensions:

• Reputation: The perception users have of the quality and rigor of the media outlet.

• Visibility: The presence and distribution of content across various platforms.

• Loyalty: The ability to retain audiences over the long term.

Through a scoring model and personalized recommendations, MAREA helps media outlets understand their position and develop communication strategies to enhance their impact.

This report is the result of Llúcia Castells’ doctoral thesis “Sostenibilidad de los medios de comunicación: investigación conceptual y operacional sobre la relevancia y el engagement”, supervised by Lluís Codina and Carles Pont-Sorribes.

Access the report at the following link: MAREA REPORT