The concept of brands is an important and enduring one, and the role of brands is important in our considerations of news media pluralism and diversity. Audience attraction to news brands has an influence on how news it sought out and discovered. News can be found on the online sites of legacy or ‘born digital’ brands, or via social media and search engines and destination portals; and these pathways are shaped by education, age, geography, culture and other factors such as political knowledge and pre-disposition.