Mediaagenturen und Vielfaltssicherung

Media are dependent on advertising revenue to sustain themselves economically, while advertisers rely on media to promote their products and services. Media agencies initially advise advertisers on achieving their advertising goals and then implement media planning by purchasing advertising inventory from media, initiating advertising measures, and monitoring them. The media agency business contributes to the pressure on media to focus on mass-appealing and reusable entertainment content, rather than on quality journalistic public-value content. This work examines the preservation of diversity in media agencies de lege lata and ferenda.