On May 5, the IU Research Center for Sustainable Media & Marketing (RCSMM) hosted the first Value Media Board Meeting at the IU Campus in Hamburg, bringing together 13 leading media organisations to shape a more responsible and future-oriented approach to media planning.
The research centre aims to develop evidence-based KPIs that go beyond short-term reach and instead measure the societal impact of media investments. This initiative is grounded in the recognition that a healthy media ecosystem benefits society, individuals, and brands in the long term. The Value Media Board acts as a research-driven interface between academia and industry to jointly define, test, and validate sustainability standards for media planning.
Grit Leithäuser, CEO of Radiozentrale, commented:
“In these times of upheaval, diversity is needed instead of monopolies. We at Radiozentrale – the joint voice of the public and private radio landscape – stand up for media diversity because it is the cornerstone of a democratic society. That is why the Value Media project is of enormous importance for us and the media landscape. Because developing common standards creates the basis for responsible behaviour.”
To ensure practical relevance and market compatibility, the initiative collaborates closely with pioneering partners across the media ecosystem – from broadcasters to platforms and agencies. Their engagement is central to the development of scalable frameworks for more sustainable media decisions.
Stefan Mölling, CEO of RMS, explains:
“As Pioneer Partner of the IU Research Center for Sustainable Media & Marketing, RMS actively contributes to the development of evidence-based standards for sustainable and socially responsible media planning. Our goal is to ensure that audio’s societal value and environmental impact can be transparently measured and compared across media channels.”
This goal is echoed by Maik Rogge, Chief Operating Officer at iq digital media marketing, who emphasizes the need for shared and objective criteria:
“Our aim is to collaboratively define an industry-wide standard for Value Media that equally considers economic performance and societal impact. The focus is on measurable criteria that will make the quality and effectiveness of media offerings objectively comparable and transparent.”
The board meeting also welcomed Welect as the 13th partner, joining an expanding group of supporters committed to aligning business goals with sustainability and accountability. Together, the board members will support pilot studies, provide market insight, and test planning-relevant indicators for Value Media.
Christian Zimmer, Managing Director at Welect, says:
“Welect supports the Value Media project because it aligns with our commitment to social responsibility, strong governance and environmental sustainability. We believe in supporting impactful editorial content that fosters positive change and contributes to a greener, more equitable future.”
The project focuses on redefining how value in media is understood, measured, and applied in practice.
Other partners from the German media sector commented on their participation in the IU research initiative:
Ronja Böhlke, Head of Media Sales, Deputy Head of Media Management, Wort und Bild Verlag:
“As Wort & Bild Verlag, we bear a special responsibility for our society. Health is a matter of trust and health requires knowledge. Our media build a bridge between people and medicine. People are at the centre of our attention: our readers, our employees and all parts of our society. Accordingly, we at Wort & Bild Verlag are happy to participate in the important collaboration between research and practice to develop a neutral and transparent value media standard that demands and promotes social sustainability in media planning in all its facets.”
Niclas Hübner, NDR Media GmbH:
“For us at NDR Media, sustainability means more than environmental responsibility - it also encompasses social, economic and governance related aspects. Together with the IU Research Center, we are committed to develop a framework for a value-based media planning that has a long-term impact on the German media industry. Because only through responsibility, transparency and collaboration, it is possible to fight for a sustainable future of the media landscape.”
Prof. Dr Lisa Wolter, Director of the IU Research Center for Sustainable Media & Marketing, emphasises:
“KPIs are more than metrics—they reflect real people. To capture meaningful impact, we need to move beyond one-dimensional figures and develop more nuanced ways of measuring what truly matters. Value Media advocates for media and brands to act in the interest of a society that is not merely seen as a target group / audience, but whose needs and values are taken seriously and placed at the centre.”
The Value Media Board is designed as a long-term platform for dialogue and collaboration between research and industry. Its goal is to translate stakeholder needs into transparent, reportable metrics that meaningfully support ESG strategies and future-proof media investments.
Participants at the Value Media Board Meeting:
RCSMM Team:
Prof. Dr. Lisa-Charlotte Wolter, Juliane Henze, PD Dr. Tino Meitz, Prof. Dr. Daniel Graewe
Media partners:
Björn Kaspring, BVDW
Carsten Rasner, BVDW
Christian Zimmer, welect
Daniel Grimm, RMS
Sven Thölen, RMS
Johannes Liebiger, Vaunet
Niclas Hübner, NDR Media
Maik Rogge, IQ Media
Grit Leithäuser, Radiozentrale
Falk Zimmermann, Radiozentrale
Daniel Draenkow, Deutscher Sparkassen und Giroverband
Mark Altenburg, Deutscher Sparkassen und Giroverband
Lars Monschau, Republic
Ingo Müller, Republic
Christian Thunig, Innofact
