In the lecture, Lacasa, Victoria and Medina used an academic approach to propose some new management criteria that would allow print media companies to increase their brand value. The authors proposed two fundamental concepts for the creation of brand value: quality in content production and comprehensive management of corporate identity that should be reflected in the work of their editorial departments as well as their journalistic content and product.

The 7th International Conference of Communication and Reality, organized by the Blanquerna School of Communication at Universitat Ramon Llull, was titled “Breaking the Media Value Chain”. The conference brought together experts in the field of communication from around the world to analyse the current raison d'être of the mass media, the value of information and the variables it depends on. Another objective of the conference was to share new trends and paradigm shifts that are emerging in the media in general.