Mathematical Programming models have been suggested as a tool for optimal media selection. In order to accommodate several objective functions goal programming models have been put forward. It seems, however, that these models are not yet operational and efficient enough to be used in practice. Based on these approaches a model is suggested which seems to be suited to map appropriately fuzzy and subjective phenomena and which is flexible enough to incorporate several criteria (objective functions) simultaneously. An interactive use is envisaged which would help to adapt the model easily to different real world conditions.