"Based on interviews with 18 managers (8 female, 10 male) of media outlets in 12 countries, the research findings show that there is a wide range of motivations for media managers to promote gender equality in the workplace. The main argument used is the fact that the managers believe in gender equality and want to set an example to promote gender equality in society. Furthermore, business motives play a role, as well as personal reasons. The argument of the ‘business case for gender equality’, arguing that promoting gender equality in the workplace is good for business is regularly used to convince media outlets of the importance of gender equality in their organisation. This research shows that in encouraging managers of media outlets to promote gender equality, the business argument might work, but other angles should be used as well [...] Success factors to promote gender equality identified in this research include: Commitment and clear communication by management; Employing a flexible approach, adapting to the local context and culture; Institutionalizing the efforts through for example a gender policy; Using guidelines and measures to guarantee safety of female journalists; Implementing accountability mechanisms to constantly monitor progress." (Executive summary)