After 150 years of Verlag Eugen Ulmer, it was time for a comprehensive company history. But how can one bring together such different topics as the history of the media industry—where we operate as a publisher—and the sectors of agriculture, horticulture, and nature conservation—for which we create media? What emerged is an economic history of the media industry and a media history of our economic sectors, each from the perspective of Verlag Eugen Ulmer. At the center sits the media cultivator, who sows ideas and works, nurtures their development, brings them to maturity and harvest, in order to promote their dissemination with their fruits. Just like the vegetable grower, the horticulturist, the fruit farmer, and even the pig farmer do.