Our research focusses on a modified structure conduct performance approach. The structure of the media market and the conduct of media organizations mutually influence, enable and limit each other, and present two sides of the same coin. This becomes evident in the convergence of different media markets and related cross-media strategies by media organizations. Our research includes theoretical and empirical examinations of issues such as market definition or market failure and their potential solutions, and studies on (changing) media strategies in the face of dynamic media market development. The ongoing digitalization of media goods/markets leads to new empirical approaches and opportunities.