In a method for direct or indirect application of a liquid or pasty medium onto a traveling material web, notably of paper or cardboard, where during the application the cross profile (length profile) of the medium is modified under control and thereafter, in the direction of travel, the length profile (cross profile) of the previously applied medium is modified under control. Control of the cross profile and control of the length profile of the applied medium occur separately from one another in automatic control loops based on measurements of the applied profile. In addition is a pertaining apparatus with an applicator, an equalizer, a pertaining cross profile control loop, and a pertaining length profile control loop.