The purpose of this research was to get the overall picture of slovenian media. With this empirical research we defined the slovenian media strategy. We gained the aims using quantative and qualitative evaluation with the selection of media diversity. The method helped us to achive the optimal coverage with target groups which showed the changes in media perception. Media planing was based on research basic indicators accompaying reading, watching and listening habits. Simultaneously, for better orientation we included the concept of free time usage, views on life style and general demography on selected population.

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