This directive touches on a vital issue: journalism not only needs an operating license, but also an intangible asset - its brand.

For many years, the press management in Vietnam has leaned heavily toward administrative oversight. Meanwhile, brand value, which defines credibility, influence, and societal recognition, has often been underestimated. Therefore, Quang’s statement can be seen as a push to shift this outdated mindset.

In the business sector, corporate brands could be valued at billions of dollars. Viettel is worth $7.4 billion, Vinamilk $2.6 billion, Vietcombank $2.4 billion, while MBBank $1.6 billion. A strong brand helps businesses generate profits, win customers, and elevate the nation’s global standing.

A strong brand is especially important in journalism because it reflects public trust. It’s why readers choose one outlet over another in a sea of information. Yet today, this value is frequently neglected in management practices.

Vietnam once had some highly respected media brands such as Thoi bao Kinh te Sai Gon (Saigon Times) and Thoi bao Kinh te Viet Nam (Vietnam Economic Times). These names weren't merely titles, but carried brand memory, representing timeliness and earning public credibility.

After restructuring, while a few outlets still retain the "Thoi bao" (economic times) name like Thoi bao Tai chinh Viet Nam and Thoi bao Ngan hang, many have been converted from "newspapers” to "magazines”. This transformation has shifted them from timely, critical journalism to more academic publications, reducing their market appeal and narrowing their scope.

According to the Ministry of Culture, Sports and Tourism, in the 2019 media restructuring campaign, 58 newspapers and 115 magazines were eliminated, affecting around 1,500 people. The formerly named Ministry of Information and Communications (MIC) reported that, before that, Vietnam had 850 press agencies.

To some extent, this streamlining was necessary, given that uncontrolled proliferation had created numerous publications operating as tools for manipulation and extortion. 

The infamous “Golden Broom” case involving the magazine Moi truong va Do thi, with 42 defendants and 82 extortion incidents, is an example. The Editor-in-Chief of the magazine directed reporters to seek out violations by organizations, individuals and businesses, writing articles to pressure them into signing contracts to support the "Golden Broom" program.

The government’s information portal

The latest restructuring is even more extensive, with 38 newspapers, nearly 100 magazines, and 33 radio-TV stations eliminated, impacting 18,000 media workers, about 44 percent of the industry workforce.

This means the current wave of streamlining has had an even greater impact than the 2019 restructuring. There is no need to question whether streamlining is justified. Many ministries and provinces have merged and streamlined their media outlets in line with state policy.

However, as Quang noted, exceptions must be made to preserve valuable journalistic brands.

Consider how the Government Electronic Portal and VGP News operate as a “bridge.” They demonstrate a different approach, leveraging multi-platform strength to expand influence. The Government Portal’s fanpage, with 8.4 million followers, is a number that many mainstream media outlets can only dream of.

This shows that when content is diverse, delivery is flexible, and language resonates with the masses, mainstream media can reclaim public space from social media. People don’t just visit the Government Portal for dry policy documents; they come for concise news, vivid videos, and updated visuals. It combines authoritative information with fast, engaging delivery.

While many long-existing media outlets struggle to retain readers, a non-traditional “media” entity like the Government Portal emerges as one of the most effective communication channels. They understand that today’s public doesn’t just want information, but wants information delivered in a new way.

Reports showed that by the end of 2024, Vietnam had 884 media agencies: 812 newspapers and magazines, and 72 radio-TV stations. Of the 812, only 137 are newspapers; the remaining 675 are magazines, most of them academic or published by associations.

This means Vietnam has very few newspapers left, just 32 at the provincial level, 17 tied to ministries, 5 run by associations, and fewer than 10 based in Hanoi or HCMC. For a country of 100 million people, that number is low.

The mission of the press

Journalism, by its nature, is society’s bridge: linking the state with the people, businesses with markets, and various threads of political, economic, and cultural life. When this bridge functions smoothly, two-way flow aligns “Party intent” with “people’s will,” bringing policies to life. But if the bridge is distorted, shortened, or one-way, communication becomes a barrier, not a driver. 

A media brand isn’t just a name, logo, or license. It’s the soul of a collective tied to truth and public trust. Preserving a brand means preserving a voice for social critique, public confidence, and enduring national values. A strong media brand is a shared asset of the state and the people.

Tu Giang