Websites can help drive circulation to offline products, and provide added value for advertisers, strengthening brands claims the report, called 'Investing Media Brand Equity Online'.
The report, written by consultancy Blue Rubicon on behalf of web hosting company Netscalibur, questioned 11 senior newspaper and digital publishing executives in the UK, who said that their companies had invested up to 30% of their brands' equity in developing their web presence.
They added that in order to achieve maximum value from their online investment, they had to continue to invest in their websites.
According to Danny Meadows-Klue, chairman of the Interactive Bureau who wrote a foreword for the report: "The role of the brand is arguably even stronger in the digital world than it is in print. As newspapers compete for the time of their audience, they do so in a world where everything is only a click away, the power of the brand is clear."
The findings fly in the face of earlier concerns that online media would end up cannibalising or replacing offline brands.
The report found that publishers in the UK are profiting not only from advertising but also from charging subscription fees for access to online content.
They are also positioning themselves as gateways to professional or local online communities to support cross-selling of services.
David Hoath, marketing director for the Newspaper Society, said: "The reputation and performance of publisher's print titles and online offerings are increasingly dependent.
"Regional newspaper websites borrow from and contribute to the unique position of trust the printed titles hold in their communities."
Hoath reaffirmed the reports findings by highlighting what an important role online products play in "driving print sales and building brand equity -- both consequences which ultimately benefit the advertiser".
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