Mediaagenturen und Vielfaltssicherung

Media depend on advertising revenue to survive, whereas advertisers depend on media to promote their products and services. Media agencies first advise advertisers on how best to achieve their advertising goals and then implement media planning by buying advertising inventory from media and arranging and monitoring advertising activities. The media agency business contributes to the media's exposure to incentives towards mass-market and reusable entertainment content and away from quality journalistic public value content. The paper examines media agency diversity assurance de lege lata and ferenda.