Article contains reflections on limited possibilities that media companies have in reaching out to the users out of their natural readers group. Article bases on the conception of filter bubbles coined by Eli Pariser, that is describing the phenomenon of limiting access to information by algorithms automatically sorting the priorities of information on the basis of behavioral history of individual Internet user. Article presents results of analysis of media content available via Google search engine to the group of Internet users with various socio-political views. Following researching techniques were used in the research: poll; qualitative data analysis; literature analysis. Research results made it possible to describe limitations that media managers are facing with increasing the reach of their media websites. Article presents the way that filter bubbles are affecting not only the public debate limitations but as well methods used to manage media companies with special emphasis on marketing activities of specific media organizations.

Article contains reflections on limited possibilities that media companies have in reaching out to the users out of their natural readers group. Article bases on the conception of filter bubbles coined by Eli Pariser, that is describing the phenomenon of limiting access to information by algorithms automatically sorting the priorities of information on the basis of behavioral history of individual Internet user. Article presents results of analysis of media content available via Google search engine to the group of Internet users with various socio-political views. Following researching techniques were used in the research: poll; qualitative data analysis; literature analysis. Research results made it possible to describe limitations that media managers are facing with increasing the reach of their media websites. Article presents the way that filter bubbles are affecting not only the public debate limitations but as well methods used to manage media companies with special emphasis on marketing activities of specific media organizations.