The economic imperatives caused by the lower income of the traditional media are changing organisational and production structures rather quickly. In a survey commissioned by VSM, the media executives reported that the reduction in personnel costs was the most important corporate measure for the year 2016. According to Puppis, the majority of media workers believe that their jobs have become shakier (Puppis 2014). The case studies of Puppis and Hofstetter suggest that the professional culture is characterised by unprofessional practices and a sort of a dequalification of journalism. In an actual investigation, 47 percent of 909 journalists say that it is extremely or very important that they attract the largest audience possible and provide them with entertainment. It is not surprising that a majority of Swiss journalists see an increase for market related influences. Profit-making pressure, advertising considerations, audience involvement in the news production, public relations, and pressure toward sensational news as well as for audience research and audience feedback is their daily business (Dingerkus 2016).