Brand management is given great importance in Swiss daily newspaper publishers. In the fiercely competitive market for readers' attention, the brand is one of the few sustainable differentiating features. However, there are only a few empirical research findings on the actual influence of media brands on recipient behavior. This work addresses this question. The aim is to contribute to the examination of the effects of media brand management. Given that publishing houses often operate with multiple brands in competition, a model concept is used that allows for the investigation of brand effects from a brand portfolio perspective. Based on the research findings, potential implications of the results for media brand management are discussed, and suggestions for further research are presented.